"Shot on iPhone 17 Pro" and Dua Lipa: A Celebrity Endorsement in Action

Apple has just announced the iPhone 17, iPhone 17 Pro, and iPhone Air. Apple worked with global pop star Dua Lipa to promote the launch. They filmed her Radical Optimism tour with the tagline "Shot on iPhone 17 Pro." The campaign video shows a whole day in Dua Lipa's tour life, including her morning routines, rehearsals, backstage moments, and live performances. All of it was filmed on the new iPhone models.

Photo of Dua Lipa holding iPhone 17 Pro. From @dualipa [Instagram post], as cited in Yahoo Entertainment (2025). Photo Credit: @dualipa / Instagram.

Apple discussed the 48MP Fusion camera, the 8× telephoto zoom, Dual Capture (which allows you to use both the front and back cameras simultaneously), and the enhanced Center Stage front camera. This campaign was a result of a collaborative effort between Apple, Dua Lipa, and the creative agency TBWA\Media Arts Lab, which was responsible for the project's creative direction and execution.

The Basic Ideas

This campaign is based on several marketing ideas.

Celebrity Endorsement: Dua Lipa's global fame lends Apple credibility and encourages people to purchase its products. Fans often look to their idols for advice on how to live and what to buy.

Authenticity and Real-Moment Marketing: The campaign utilizes genuine backstage and concert moments, rather than a studio shoot, to build trust and make the ads more relatable.

Differentiation of Products: Apple showcases its new features directly, such as how the camera performs at concerts and in fast-moving situations.

Cultural co-branding: Apple makes the iPhone more than just a phone by combining music and technology.

Narrative Engagement: Following Dua Lipa through her day makes people feel connected to her and makes them want to hear more than just a product demo.

Multi-platform Reach: The campaign was distributed to a large audience worldwide through social media, traditional media, and the channels of Apple and Dua Lipa.

More Examples of Celebrity Endorsements

Apple isn't the only company that uses the power of celebrities. The brand has collaborated with The Weeknd before, creating a full music video on an iPhone, which demonstrates that the iPhone is a creative tool for professionals.

Nike has featured global stars such as Serena Williams, Cristiano Ronaldo, and LeBron James in its "Just Do It" campaigns for a long time, showcasing performance and strength in its sportswear.

Adidas worked with Kanye West on the Yeezy line, which added a sense of exclusivity and cultural influence to the brand.

Beats by Dre has leveraged endorsements from celebrities like Dr. Dre, LeBron James, and Nicki Minaj to establish the brand as having genuine sound and lifestyle credibility.

Samsung has collaborated with BTS and Blackpink in the tech industry to reach young people worldwide, leveraging the immense influence of K-pop fandoms.

Luxury brands also invest a significant amount of money in celebrity endorsements. For example, Tag Heuer has hired actors like Ryan Gosling and Chris Hemsworth to show off their high-end, adrenaline-fueled lifestyles.

Insights from theory

From a business management point of view, the Dua Lipa × Apple Partnership fits with essential theories:

• Integrated Marketing Communications (IMC): making sure that the same message is sent out across all digital, print, and live channels.

• Brand Equity and Association: making Apple's image stronger as a cultural icon as well as a tech leader.

• Diffusion of Innovation: getting people to use new camera features faster by getting influencers to do so.

• Social Influence Theory: using fans' desire to live like celebrities to your advantage.

• Risk Management: finding the right balance between making big promises and actually delivering results in challenging situations.

  End of the line

The "Shot on iPhone 17 Pro" campaign with Dua Lipa demonstrates how celebrity endorsements, storytelling, and innovative technology can converge to create a powerful global message. Apple didn't just sell a phone; it sold creativity, experience, and a sense of belonging to a culture.

Raffles Jakarta Business Administration Program

Students in our Business Administration program learn how to apply the same concepts used in this campaign. Marketing Management courses teach you how to come up with ways to get people to support your business, while Strategic Management courses teach you how to make sure your partnerships are in line with your long-term goals. Consumer Behavior helps us understand how fans' loyalty to celebrities influences their purchasing decisions. Students also learn about Project Management, how to run complex campaigns across multiple countries, and Business Ethics, which ensures that endorsements and advertising claims are explicit. This program teaches students how to understand, analyze, and use the strategies that global brands use to stay competitive, like Apple did with Dua Lipa.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Apple. (2025, September 11). Apple launches iPhone 17 Pro and iPhone Air with Dua Lipa campaign “Shot on iPhone.” DesignRush. https://news.designrush.com/apple-dua-lipa-iphone-17-pro-air-shot-on-iphone-tbwa-media-arts-lab

Corr, A. (2025, September 10). iPhone captures a day in the life of Dua Lipa. Muse by Clio. https://musebyclios.com/music/iphone-captures-a-day-in-the-life-of-dua-lipa

Maxim Staff. (2025, September 12). Dua Lipa showcases new iPhone 17 Pro camera with behind-the-scenes concert video. Maxim. https://www.maxim.com/entertainment/dua-lipa-showcases-new-iphone-17-pro-camera-with-behind-the-scenes-concert-video

Rossignol, D. (2025, September 11). Dua Lipa shows off the new iPhone 17 Pro cameras with a gorgeous behind-the-scenes video. Uproxx. https://uproxx.com/music/dua-lipa-apple-iphone-17-pro-video/

Yahoo Entertainment. (2025, September 13). Dua Lipa outshines even Apple in iPhone 17 Pro campaign. Yahoo. https://www.yahoo.com/entertainment/celebrity/articles/dua-lipa-outshines-even-apple-134047856.html