Apple Face ID: Memory

Ringan Ledwidge directs a humourous ‘gameshow’ spot for Apple that captures the terror of password memory loss.

It’s curse of the modern age, that little row of asterisks, COME ON! What is it? The password prompt you’d, never, EVER forget – a beloved dead cat, your first school, your favourite band… back when you were a goth… and a couple of numbers, there’s only nine, FFS come ON! Time’s running out, soon you’ll be locked out of your own big data and get redirected into a Kafka-esque nightmare of links sent to email addresses you’ve forgotten the password to… 

Apple’s face recognition tech circumvents this horror and is entertainingly promoted in this new film following on from March’s Unlock commercial, which was directed by Dougal Wilson.

In this film, a quaking contestant in daunting gameshow setting recalling a macabre Victorian music hall is quizzed on the new banking password he's recently created. With a scandalised crowd aghast as he struggles to recall it, the stakes seem high, till he retrieves his phone and simply looks into it to activate face recognition and is able to log in.