Allied Irish Bank shot its most recent advertisement in Dublin City, but what's more astonishing is that they used an iPhone 5 to film it.
It's one the simplest advertisements around; it doesn't feature any hardcore special effects, nor any extreme camera angles. In fact, the ad is shot from a train window, filming passing landscape as the train whizzes by.
It's only 30 seconds long, and despite the fact that it's filmed on an iPhone 5, footage is incredibly sturdy. As well as this, it manages to take in the surroundings and project it in a beautiful manner.
Damian Hanley, creative director at Irish ad agency Rothco, has said: "It was a big decision to shoot the ads on the iPhone. But once we did some preliminary tests, we knew that they were able to deliver high quality footage."
According to Rothco, the ad is meant to capture: "Those moments on a journey when you look up from whatever you're doing on your phone and look out the window." It took a total of two days to shoot, that includes time spent working on other ads in the series. The ads are meant to celebrate the fact that 350,000 people have downloaded AIB's app.
The song featured in the background of the ad is "Petardu," by the Dublin based band, Delorentos.
It isn't the first ad to appear that has been shot on a phone; Ducati, an Italian company that designs and manufactures motorcycles, used an iPhone 4 to shoot an ad in 2010. However, it was three and a half minutes long and was never intended for a television audience.
The iPhone's camera has been gaining popularity and credibility, with professional photographers and photojournalists opting to use the iPhone as their camera of choice. Notably, Time Magazine used a photograph captured using an iPhone 4S as its cover image in November.
On its website, Apple boasts that the iPhone's camera is "The world's most popular camera," and the top three cameras on flickr are the iPhone 4S, iPhone 5 and iPhone 4 respectively.