Apple Debuts New 'Balloons' Ad Focusing on New iOS 10 Screen Effects Feature in Messages
Sep 29, 2016 11:13 am PDT by Juli Clover
Apple today shared a new television ad on its YouTube channel, designed to introduce people to the new Screen Effects feature in iOS 10. In the minute-long spot, a sole red balloon drifts through mountains, over the sea, and through hilly terrain to reach the city, where it's joined by hundreds of additional balloons floating through the streets.

The shot pans to an iPhone user who receives a "Happy Birthday" message, where balloons fill up the screen to accompany the text. It ends with the tagline "Expressive messages on iPhone 7. Practically magic."


Introduced in iOS 10, Screen Effects are designed to make the messages experience more emotive, personal, and fun. Screen Effects temporarily alter the look of the Messages display with full screen animations that play alongside text messages. There are several animations, ranging from balloons and confetti to lasers and fireworks.

With certain keywords like "Congratulations!" or "Happy Birthday!" Screen Effects play automatically whenever the relevant text phrase is sent to an iPhone user who has iOS 10 installed.

Related Roundup: iOS 10
Tags: Apple ads, iMessage

Top Rated Comments

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25 weeks ago
Wow, that ad was brilliant.
Rating: 23 Votes
25 weeks ago
Nice homage to "The Red Balloon" an absolute classic french film from 1956. If you enjoyed this you have to see the original it really is magical!
Rating: 21 Votes
25 weeks ago
I find apples new ads to be stupid. Honestly, my favorite was the retina macbook pro ad they ran years ago for the 15 inch. short sweet and to the point.


[MEDIA=youtube]YTtXDptImcQ[/MEDIA]
Rating: 15 Votes
25 weeks ago
Apple's ads been on point lately, amazing!
Rating: 10 Votes
25 weeks ago
Awwh. That's a really nice advert.
Rating: 8 Votes
25 weeks ago
People really like this that much? Not to be the antagonist, I don't want to be "that guy" but it was far too emo for my taste. Like come on.
Rating: 8 Votes
25 weeks ago

I find apples new ads to be stupid. Honestly, my favorite was the retina macbook pro ad they ran years ago for the 15 inch. short sweet and to the point.


Not every ad will speak to everyone the same, hence why they continue to change things up. That doesn't make them "stupid". That's purely subjective.

Nice ad, but not as nice as the Sony Bravida ad that was made with real jumping balls...
Sony Bravia Bouncy Balls Full HD 1080p - YouTube ('https://www.google.dk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0ahUKEwi44oz4nbXPAhWsHpoKHQdMBQUQyCkIHzAA&url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D0_bx8bnCoiU&usg=AFQjCNEMKY6kVVP_l_Y2jhQBI8YDlVKb7w')

Sony BRAVIA - Balls - Making of - YouTube ('https://www.google.dk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&sqi=2&ved=0ahUKEwj5jeeMnrXPAhXma5oKHWI9CAsQtwIIGzAA&url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3D4KPjWZQ1lp0&usg=AFQjCNFqy5oHuh--5uHmSvkd8TWY0_D5mg&bvm=bv.134052249,d.bGs')


That ad does nothing for me. Too long, too slow, too abstract.
Rating: 7 Votes
25 weeks ago
so...are these cg balloons or did Apple just litter thousands of balloons?
Rating: 7 Votes
25 weeks ago

I rather see an ad with gospel music and a video of Tim Cook's head explode with "It's courage" statement.


I don't see why everyone needs to rip apart their use of the word "Courage". It absolutely was courageous of them to remove the headphone jack - the responses speak for themselves... people have been emotionally wacko over that move, and a few months from now it'll be a non-issue.
Rating: 5 Votes
25 weeks ago
Please Apple, stop devaluating the word Magical and just stop using it.
There's nothing magical about a couple of balloons behind a text bubble; calling it that rubs people the wrong way.
Rating: 5 Votes

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