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Imagine this: the lighting was perfect and you were projecting your best angle but alas, a random person passed by just as the photographer hit the shutter. Just “bokeh” him out—or that’s what Apple wants to show its customers with the continuation of its ad campaigns focusing on the Depth Control and Portrait Mode features on the iPhones XS and XR.
Bokeh is a Japanese word for a technique in photography that blurs the out-of-focus parts of an image. The way lens renders out-of-focus patterns in the background creates an aesthetic finish on photos, especially for portraits. This was the focus of Apple’s latest campaign for iPhones XS and XR, the Depth Control feature.
“Alejandro”: Co-worker is bokeh’d out of the picture
In this latest ad by Apple, the lead character subtly blurs his partner’s (good looking) co-worker out of an image using the iPhone camera’s Depth Control feature, inducing a chuckle or two.
“Bokeh’d” child causes hilarious tension between mothers
Another ad depicts an awkward inconvenience when a mother blurs out her friend’s son who was standing behind her son, with the intention of highlighting her own child. The consequences? “What kind of a person bokehs a child?” her friend sneered.
Will Bokeh make it into your vocabulary?
Agency credits:
TBWA Chiat Day (Creative Agency)
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