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Published on July 18th, 2019 | by Guest Contributor

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Grammy-Award Winning Producer Latroit Tunes in with “Nice” for Apple’s New International TV Spot for the ‘That’s iPhone’ Marketing Campaign

Apple has just released their international TV spot for the “That’s iPhone” marketing campaign introducing its Face ID component. The commercial features a man napping peacefully on a lounger in his garden, woken up with a series of iMessages. By just raising his face, he’s able to unlock the phone and read the incoming message. The entire 30-second spot- aptly titled “Nap” is set to the 70’s inspired show jam that is Latroit’s newest single “Nice.”

View the TV spot below

The Los Angeles based musician who hails originally from Detroit created a soulful piece of music that sets the mood just right. “Nice” is a fun and peaceful track that was perfect for the Apple TV spot to not only show off the new marketing campaign but to tell a story.

“The path to this Apple spot has been a pretty surreal and unlikely experience.  I wrote “Nice” three years ago with a couple of friends for a laugh. We were just having fun, joking around in the studio,” says Latroit.  “The idea that Apple, the company with whom my creative output is so inextricably linked-I mean…”Nice” was written on a MacBook Pro!- The idea that Apple would use the song for an iPhone campaign years later wouldn’t have been something I’d have even contemplated.  Getting that call felt a little like when I won the GRAMMY™ award last year with the remix I’d done for Depeche Mode. Just really surreal. For those of us in the artist community, an opportunity like this is literally like winning a major award. It’s a life event.”

He adds, “The lesson here for artists is to just keep creating without thinking too much about why you’re doing it, what the outcome may or may not be. You never know what unforeseen opportunities might be around the corner for your work, and you never know which thing it is that is going to react.”


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