When Tim Cook introduced the new iPhones on September 19th, he also introduced a couple of Fallon/Timberlake iPhone commercials.
At the time, I was on the fence about them. Didn’t love ‘em, didn’t hate ‘em.
There have been some new ones since, including two just released. (One is above, the other is here.)
Even after watching the whole bunch over and over, I still find myself on the fence. And I think I know why.
This whole campaign is on the fence. It teeters on the edge between the good and the bad.
• Certain bits are funny. Some parts make you wince.
• You have a favorite spot or two, but conveniently forget about the others.
• You say it’s good, but your inner critic says “I wish it were better.”
All things considered — talent, scripts, concept, production values — it’s a campaign that’s absolutely, perfectly … okay. Which, given Apple’s illustrious history of advertising, isn’t okay at all. Continue reading →