Apple released another advertisement in its 'practically magic' series, focusing on the new effects that can be used with Messages. 'Balloons' begins with a single red balloon floating out the window of a house. The balloon travels across landscapes, through forests, swamps, and across a large body of water. Eventually, it's joined by a second balloon under a rusted structure.
When the camera pulls back, it becomes apparent that the balloons are in Chicago. As the camera follows the balloons, they pass by several Chicago landmarks, including an 'L' train, the Chicago Board of Trade, and finally, the Chicago River near the Wrigley Building.
The scene cuts to an office where a woman is working. Balloons begin to blow into an open window as she receives an iMessage wishing her a happy birthday, which is sent with Messages' new balloons effect, echoing the scene surrounding her. The spot ends with the camera pulling back to a wide angle view of millions of balloons rising among Chicago's skyscrapers, including the Willis (née Sears) Tower with the tag line 'expressive messages on iPhone 7.'
Previous spots have focused on iPhone 7 hardware features like its water resistance and camera. This is the first ad since iOS 10 was released that focuses solely on a new feature of iOS.