Apple has a new entrant in its iPad Pro commercials where the company responds to tweets from real people. The new one is called No more printing, and shows how you can use iPad Pro and Apple Pencil to sign documents. It’s anchored around a tweet from @ROSESplease about printing personal documents on the company printer. I thought these spots were interesting when they launched, and found it interesting that Apple was interacting indirectly with social media and tweets from real folks. As time goes on, however, I find that I don’t think about these adds at all. That certainly wasn’t true with many other Apple campaigns. Then again, I’m not the target demo for these spots. This is the fifth spot in the series, making it likely they’re performing well for Apple.
Apple launched five new commercials through its YouTube channel Tuesday. Four of them are part of the “Shot on iPhone” series and take us on “One Night” tours of New York City, Johannesburg, Shanghai, and Tokyo. Each commercial is comprised of stills and videos from their respective cities, theoretically taken over one night.
Apple launched four new iPad commercials that respond to real tweets from real folks. The first (included below) is in response to a tweet about iPad not being a real computer. The second spot addresses a tweet about poor Wi-Fi. The third answers whether Microsoft Word is on the iPad (it is), and the fourth notes that iPads aren’t subject to PC viruses. The Twitter accounts are real (Tweet 1 account, Tweet 2, Tweet 3 account, Tweet 4), and The Verge reported that Apple contacted at least one of the tweeters before using their tweets. There’s almost zero chance Apple didn’t do so with all of them. But, Apple used actors to represent the Twitter account owners. It’s an interesting campaign. Some have already noted it’s reminiscent of Apple’s “Get a Mac” campaign. More interesting, though, is that this is the first time I can remember Apple addressing questions like these, especially in an ad. The company is also leveraging social media, an area that hasn’t typically been a strong suit for Apple. They’re not my favorite spots from Apple, but they’re solid. It will be interesting to see if this becomes a major campaign.
Apple has two new commercials out promoting iPhone 7 Plus’s Portrait camera. That’s the two-lens camera unique to iPhone 7 Plus that allows photographs to have a shallow depth of field (meaning a blurry background and sharp foreground). The pieces explain in very simple terms what Portrait mode on iPhone 7 Plus does for a photo.
If you watch the Grammy Awards on Sunday night and don’t skip the commercials, you’re likely to see something that reminds you of Apple’s “1984”: a new commercial from Sonos targeted at ridding the world of a new disease, The Silent Home. Previewed to the press this week in Boston, the spot is effective at delivering its message and is perhaps the clearest advertising we’ve seen yet from Sonos. View it in advance of the Grammy’s right here (or on YouTube if you prefer that sort of thing).
1999 was a good time to be a Mac user. Apple was coming back, baby! And unlike today, the company was releasing new Macs, too. 1999 saw the PowerMac G3 and PowerMac G4, multicolored iMacs to replace the Bondi Blue iMac, and the PowerBook G3 (Lombard). Those were good times. It was also the year Apple ran a spot called HAL in the Super Bowl. Ken Segall, who was then the Apple account manager at TBWA/Chiat/Day, gave us the inside story on how HAL was born and the convoluted steps HAL took to land in the Super Bowl. Spoiler: it almost didn’t happen. Quick nuggets include the voice actor who recreated the HAL voice because the original voice actor was reportedly too precious to do commercials; the painstaking process of recreating HAL’s look and feel; and securing permission from Stanley Kubrick and MGM to use the characters and imagery (respectively). I love reading Ken Segall’s stories about working with Steve Jobs, and this is another good one. Definitely check it out. Below is the beginning of the Macworld Expo keynote where HAL actually debuted.
If you’re only interest in the Super Bowl was the commercials, you don’t have to find a friend who recorded the game just so you can see them. The Super Bowl Commercials website has your back. They have all of the commercials, and they chose what they see as the top 9 ads from the game. Spoiler: car makers nailed it with their ads this year. You can watch all of the ads at the Super Bowl Commercials website.
Apple has new spots out with the tagline “practically magic.” The spots focus on a young dancer taking a Stroll through a city scape using AirPods to enjoy “Down” by Marian Hill. There are four spots in the series, the longer one below and three short ones. Two of the short ones focus on Siri and Pairing, while the third one is called Notes, and uses AirPods to represent notes on a staff. Stroll takes a whimsical look at the power of music by showing the dancer defy gravity. I think the imagery is compelling and the message simple and straightforward. Check it out.
“Your movies look like movies on iPhone 7.” That’s the tag line to Apple’s newest commercial, iPhone 7 – Romeo and Juliet. It features a performance from Shakespeare’s play of the same name with children in the starring role. The piece looks like a movie at first, but then you see the kids on a stage and a proud parent filming his daughter (Juliet) with his iPhone 7. It’s touching, It’s cute. I suspect it will tug all the right strings for parents with younger kids. I also think it’s a powerful message that paints a solid picture of how good iPhone 7’s camera is without it being a ‘splainy commercial.