Siri doesn’t speak Czech, Prague has no official Apple Store, and Apple Pay isn’t yet available here, but the Czech lands sure are a favorite filming location for the company’s ads — including a new one for the iPhone XR Liquid Retina display which dropped last week.
The one-minute spot, “Color Flood,” is a large-scale, rainbow-hued synchronized parkour performance set to Cosmo Sheldrake’s song “Come Along.”
Directed by cinematographer Rupert Sanders, best known for Snow White and the Huntsman, the ad sees a jumpsuit-clad mob — their apparel syncing up with the available shades of the iPhone XR — spilling and tumbling through some of the Czech capital’s greyest locations.
The video begins on Vršovice’s drab Uljanovská and Magnitogorská streets, continues through a pedestrian tunnel in Holešovice, then heads to the entrance to the Vltavská metro station, after which some impressive flipping takes place around the most easily-spotted landmark in the clip, the National Theatre’s New Stage, before the human rainbow winds up at the Great Strahov Stadium on the corner of Vaníčkova and Šermířská streets.
Despite its cheery color motif, the seemingly post-apocalyptic spot recalls the totalitarian themes of the company’s “1984” ad introducing its Macintosh personal computer; those who know their Czech history will also find Strahov Stadium, which hosted the mass synchronized Spartakiada gymnastics performances of the communist era, to be an interesting location choice.
Apple has filmed a number of holiday adverts in the Czech Republic. A year ago in Prague, the company filmed a Thanksgiving ad for its iPhone X and AirPods. In 2016, Christmas spots were shot at Žatec and Libochovice.