Apple fills the sky with brilliant balloons for iPhone 7 spot

TBWA\Media Arts Lab continues the "Practically Magic" campaign with a swarm of color

A single balloon begins a journey across the countryside that takes it from farm to forest and subway to skyscraper, picking up plenty of colorful companions along the way in the latest ad for the iPhone 7. The 60-second spot from TBWA\Media Arts Lab showcases iOS 10’s "expressive messaging" feature, which allows users to add backgrounds or animations to their messages. The spot debuted Thursday and continues the "Practically Magic" campaign, which broke 10 days ago. Like the previous spots, the music is thematically appropriate – "I will Follow You" by Toulouse.