# Apple Pay by Apple

An action-packed commercial paying homage to classic kung-fu films, depicting a shopper fending off assailants using grocery items while effortlessly completing an Apple Pay transaction.

- Company: Apple
- Year: 2024
- Duration: 1:00
- Type: Advertisement
- Objective: Demonstrate
- Industry: Fintech
- Audience: Consumer
- Medium: Live action, Product UI
- Style: Cinematic, Playful, Bold
- Techniques: Rapid cutting, Camera move, UI choreography
- Structure: Build → payoff
- Pace: Escalating
- Audio: Sound-design-led
- Format: Landscape

## Observations

- Dynamic martial arts choreography integrated with mundane grocery store props.
- Prominent visual focus on Apple Pay Dynamic Island Face ID validation and contactless terminal tap amidst combat.
- High-contrast, saturated cinematic lighting inspired by Hong Kong action cinema.

## Moments

### 0:00–0:10 · Confrontation Begins

A shopper enters a convenience store pursued by a gang arming themselves with condiments and canned goods.

Tags: hook, action, setup

Link: https://motionreference.com/reference/f29ec7ee-2443-495a-8bc2-84ec179ec2af?t=0 · Moment id: `f29ec7ee-2443-495a-8bc2-84ec179ec2af-m0`

### 0:10–0:24 · Initiating the Payment

The protagonist grabs orange juice and prepares Face ID on his iPhone before sliding it to the payment terminal.

Tags: apple pay, face id, ui

Link: https://motionreference.com/reference/f29ec7ee-2443-495a-8bc2-84ec179ec2af?t=10 · Moment id: `f29ec7ee-2443-495a-8bc2-84ec179ec2af-m1`

### 0:24–0:44 · Aisle Combat

A chaotic fight sequence ensues with baguettes, flour bags, and mop handles while the payment processes.

Tags: stunt, choreography, combat

Link: https://motionreference.com/reference/f29ec7ee-2443-495a-8bc2-84ec179ec2af?t=24 · Moment id: `f29ec7ee-2443-495a-8bc2-84ec179ec2af-m2`

### 0:44–0:53 · Face ID Security Check

The phone prompts for Face ID re-authentication mid-grapple, which the protagonist completes effortlessly.

Tags: security, face id, demonstration

Link: https://motionreference.com/reference/f29ec7ee-2443-495a-8bc2-84ec179ec2af?t=44 · Moment id: `f29ec7ee-2443-495a-8bc2-84ec179ec2af-m3`

### 0:53–1:00 · Victory and Tagline

The enemies are dispatched out the front doors, followed by the end tag: 'Fast. Easy. Secure. Apple Pay'.

Tags: payoff, branding, tagline

Link: https://motionreference.com/reference/f29ec7ee-2443-495a-8bc2-84ec179ec2af?t=53 · Moment id: `f29ec7ee-2443-495a-8bc2-84ec179ec2af-m4`

## Links

- Motion Reference page: https://motionreference.com/reference/f29ec7ee-2443-495a-8bc2-84ec179ec2af
- Watch: https://attachments.are.na/52600400/76acc587303cef206c1919e7cbc86bfb.mp4?1794292683
- Original: https://x.com/applefiles_/status/2119844646822265231/video/1
- Video id: `f29ec7ee-2443-495a-8bc2-84ec179ec2af` (use with the MCP tools get_reference, get_breakdown and get_related_references)

Cite the Motion Reference page and credit Apple when you use this.