Earlier this month, Apple launched a new ad campaign called “Selfies on iPhone X,” which was kicked off with a new video advertisement showing off the feature.

As is par for the course for an Apple ad campaign, new entries will get added to the mix from here on out on a semi-regular basis. In most cases, it will be video ads, or maybe billboards out in the wild. That won’t be any different this time around, as Apple has added a new video to its YouTube page, highlighting the selfie prowess of the iPhone X, while showcasing the Brazilian Carnival at the same time:

The Brazilian Carnival is one of the most famous events on the planet. Festivals are massive in scale and take up cities like Rio De Janeiro and São Paulo. Apple also launched a website to promote selfies on the iPhone X, but also the color, vibrancy, and festive nature of the Carnaval itself. You can find that through the source link at the bottom of this article.

In addition to the video and website, Apple is taking to the streets — so to speak. NHL player, Steven Stamkos of the Tampa Bay Lightning, and also an NHL All-Star that took place in the league’s All-Star Game over the weekend, shared a selfie on Twitter, via his official Twitter account, saying he is “proud to be a part of Apple’s new campaign,” and then namedrop the “Selfies on iPhone X” marketing push.

Here’s the tweet:

https://twitter.com/RealStamkos91/status/957368881110224896/photo/1?ref_src=twsrc%5Etfw&ref_url=https%3A%2F%2Fwww.macrumors.com%2F2018%2F01%2F29%2Fselfies-on-iphone-x-ad-campaign%2F

Our Take

Those selfies out in the wild may be one way to help show off the ability of the TrueDepth camera system in the iPhone X. It will be interesting to see if Apple leans into that style of marketing moving forward, or if we’ll just see more video advertisements. Also, at the time of publication, the first reply on that Stamkos selfie is a comment about the iPhone X’s base price of $999, and, in light of reports that Apple is reducing production for the smartphone, one can’t help but wonder if those two things have any correlation.