9to5Mac‘s Zac Hall, picking up the dystopian vibe:
Apple has shared an interesting new ad promoting the colorful iPhone XR called Color Flood. The minute-long video mostly portrays a rather odd totalitarian society (or possibly a prison break?) where people are running through the streets in basic uniforms only distinguished by color.
Cue the video:
My take: This is Apple’s marketing department, feeling the grip of the bear market. Or maybe this is what it feels like to work, open-office style, in a donut the size of the Pentagon. For what it’s worth, I’ve learned that these are mostly traceurs (and a handful of traceuses) practicing parkour, a martial art developed in France in the late 1980s. The music is Cosmo Sheldrake’s “Come Along.” I don’t recognize the city.