# Apple — iPhone 17 Relax, It's Scratch Resistant

A live-action boardroom comedy of silence: an orange phone is tossed onto a mahogany table and everyone freezes, until the hero shot reveals it is unscratched. Two lines of text and the Apple logo close the film.

- Code: AD-0018
- Kind: Ad
- Format: Live-action product film
- Brand: Apple
- Length: 35.1s · 22 beats · 37.6 beats/min · 3 hard cuts
- Industry: Consumer electronics
- Style: Cinematic, Live action, No voiceover, Slow and deliberate, Premium, Humorous, Push-ins
- Original: https://www.youtube.com/watch?v=PBrYMBacnyM
- Full breakdown: https://cutmap.co/v/apple-iphone-17-relax-it-s-scratch-resistant

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/apple-iphone-17-relax-it-s-scratch-resistant.