Apple emphasizes sturdy super ceramic panel in new iPhone 12 ad

Apple continued its "Relax, it's iPhone" advertising campaign on Wednesday with a brief new ad highlighting the iPhone 12's rugged Ceramic Shield panel. The new ad, which is about 30 seconds long and is called "Fumble," shows a red iPhone 12 being flipped over - and finally falling to the ground somewhat "gracefully".

In the short video, a woman accidentally dropped the device while making a call on her iPhone 12. With Nitin Sawhney's "The Conference" as the background music, the ad shows the dramatic process of dropping the phone, ending with the iPhone falling onto a pile of dirt and rocks with the screen facing down. The woman who picked up the phone breathed a sigh of relief and found that its display was undamaged.

"iPhone 12's ultra-ceramic panel. Stronger than the glass of any smartphone. Relax, this is an iPhone." the ad's slogan reads.

The Ceramic Shield super porcelain crystal panel debuted on the iPhone 12 and iPhone 12 Pro. As a new technology, nano-scale ceramic crystals are integrated with the glass matrix to increase hardness. Apple claims that the iPhone 12 series is four times more resistant to drops than previous phones.

Since launching the flagship device last fall, Apple has continued to release ads highlighting various features of the iPhone 12 and iPhone 12 Pro. Previous ads have focused on the iPhone's camera, Dolby Vision, built-in privacy measures and other platform-specific features.

Apple promoted the overall durability of the iPhone 12 in an ad titled "Cook" last Monday.