updated 08:59 pm EDT, Thu May 15, 2014
Apple's Schiller says commercial was put together inside one of the cars used
A "short documentary" on the Bentley Mulsanne, running about four and a half minutes, has appeared on the luxury automaker's website, promoted through a tweet by Apple SVP Phil Schiller. The video, which the company says was put together inside one of the vehicles, was shot on an iPhone 5s and edited using an iPad Air. Titled "Intelligent Details," the video showcases this year's new model, interviews Bentley design executives and shows how the video was created.
It is likely that footage from the mini-documentary will be repurposed for TV, but in the full version the company's director of design and head of exterior design discuss the Mulsanne and how it came together. A short section at the end serves as a brief "making of," showing the crew using the iPhone 5s for filming, and editors using the fold-down rear seat tables to put the documentary together using the iPad Air.
The car is highly compatible with iOS products and technology as a complement to the built-in entertainment system. The tables in the rear, for example, have hidden iPad holders, and a dedicated space for Apple's Bluetooth keyboard, reports AppleInsider. Optional add-ons include the ability to set a Wi-Fi hotspot within the car, and rear entertainment systems.
The Mulsanne itself costs at least $300,000, and although the iPhone 5s was the sole camera used for the video, it was augmented with standard filmmaking equipment such as dollies with custom mounts and Steadicam adapters to create the smooth motion seen in the finished documentary. The iPhone 5s was also used as the sole camera in a Burberry fashion show and video last year. The CEO of Burberry, Dame Angela Ahrendts, was picked to become Apple's new head of its retail and online stores shortly afterwards.