Kim Gehrig, the visionary director behind some of modern advertising’s most iconic campaigns, has teamed up with Apple once again—this time to bring the iPhone 16e to life through the whimsical chaos of Dancing Wiggleman. The new spot, a kaleidoscope of color and motion, pairs Gehrig’s signature irreverent charm with Apple’s sleek tech ethos, transforming a product demo into a vibrant celebration of creativity. With her knack for blending humor and heart, Gehrig turns the act of showcasing smartphone features into a playful dance-off, proving that even cutting-edge innovation can have a sense of humor.At the center of the ad is the Wiggleman, a rubber-limbed, joyfully absurd character whose gravity-defying moves highlight the iPhone 16e’s capabilities—from cinematic stabilization to vivid low-light capture. Gehrig’s direction leans into surrealism without losing sight of the product’s practicality, striking a balance that feels both fantastical and grounded. It’s a reminder that in her hands, advertising isn’t just about selling specs; it’s about crafting moments that stick in your memory—and make you grin.
Agency: Apple Marcom Director: Kim Gehrig Production Company: Somesuch Post Production Company: Parliament Editing: Trim DOP: Phillipe Le Sourd Music: “Talk” by Selena Gomez & Benny Blanco
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Kim Gehrig, the visionary director behind some of modern advertising’s most iconic campaigns, has teamed up with Apple once again—this time to bring the iPhone 16e to life through the whimsical chaos of Dancing Wiggleman. The new spot, a kaleidoscope of color and motion, pairs Gehrig’s signature irreverent charm with Apple’s sleek tech ethos, transforming a product demo into a vibrant celebration of creativity. With her knack for blending humor and heart, Gehrig turns the act of showcasing smartphone features into a playful dance-off, proving that even cutting-edge innovation can have a sense of humor.
At the center of the ad is the Wiggleman, a rubber-limbed, joyfully absurd character whose gravity-defying moves highlight the iPhone 16e’s capabilities—from cinematic stabilization to vivid low-light capture. Gehrig’s direction leans into surrealism without losing sight of the product’s practicality, striking a balance that feels both fantastical and grounded. It’s a reminder that in her hands, advertising isn’t just about selling specs; it’s about crafting moments that stick in your memory—and make you grin.
Agency: Apple Marcom
Director: Kim Gehrig
Production Company: Somesuch
Post Production Company: Parliament
Editing: Trim
DOP: Phillipe Le Sourd
Music: “Talk” by Selena Gomez & Benny Blanco