Posts Tagged: iPhone 5 ads

Jun 13

iPhone ads: Apple plays the ubiquity card

A few weeks ago, Apple started running a new commercial for iPhone.

I thought it was a beautiful spot. It’s perfectly produced and acted, hits the right emotional notes and demonstrates how iPhone photography has become deeply ingrained in our culture.

With a second spot, this approach becomes a campaign. The most recent commercial (above) uses the identical structure, this time celebrating our love of music.

We see situations that capture the many ways we interact with music, and then the voiceover comes on to seal the deal: “Every day, more people enjoy their music on the iPhone than any other phone.”

It’s a good sequel to the first ad, which concluded “Every day, more photos are taken with the iPhone than any other camera.”

While Samsung is out there showering us with ads celebrating the new features in the Galaxy S4, Apple isn’t talking about product features at all — other than the fact that iPhone takes pictures and plays music. Continue reading →

Sep 12

Whew! Apple shines again in new iPhone ads

Did you hear that? That was the sound of millions of Apple customers watching the new iPhone 5 ads and together breathing a huge sigh of relief.

After soiling its nest with the short-lived Genius campaign, Apple has created the best iPhone commercials since … well, since iPhone.

While previous years’ ads have been good enough to keep the natives happy, they never really rose to the “magical” level.

The celebrity ads for Siri were probably the first to go someplace new — even if that place was troublesome for a lot of people.

With these iPhone 5 ads, Apple breathes new life into the product demo genre, and that’s not an easy trick. Thanks to some good old-fashioned creativity, all the elements feel fresh. Continue reading →