Apple has a spot out to promote the new iPhone 8 (PRODUCT)RED Special Edition. It’s very…red, with a soundtrack by Sofi Tukker, “That’s It (I’m Crazy).” This isn’t the kind of commercial likely to get a lot of TV airtime, but it’s racking up views on YouTube (224,000 and counting, after just a few hours).
Apple has a new spot out called One person can change the world. Released in time with Tuesday’s iPad and education-focused media event in Chicago, the spot features a slow-mo pan through a playground filled with young children playing and being kids. With a simple piano soundtrack, the spot features different kids talking about being creative and how imagination can bring change to the world. It’s a compelling spot, and it’s either timely or serendipitous considering the growing youth movement in the U.S.
Adweek has a great behind-the-scenes video that shows—among other things—that all that stretchy-house stuff from Apple’s new HomePod ad was done with practical effects, rather than CGI.
Apple has a new spot out, and I love it. It’s called Fly Market, and it features a young man dancing through a street market using Apple Pay and Face ID on his iPhone X to buy clothes and a present for his mom. The song is “Back Pocket” by Vulfpeck, a great tune. This commercial has charisma, and I love the imagery—I think it’s great. I’d love to hear what you think.
Apple enlisted prominent CG artists to each make their own film using iMac Pro, including Buck, Erin Sarofsky, Esteban Diácono, ManvsMachine studio, Michelle Dougherty, Luigi Honorat, Esteban Diácono, and Michelle Dougherty.
Short, just 15 seconds long, each spot personifies an iPhone selling point, and pits iPhone against “your phone” in a split screen representation.
They’re all abstract pieces that say little specific about Apple’s smart speaker.
With GameSkip, TiVo users can skip the game and get right to the important bits—Super Bowl commercials and the Halftime Show.
Apple picked quarterback Tom Brady to promote Beats by Dre headphones. A new spot for the brand features a grim and gritty locker room shot of the Deflategate quarterback wearing a pair of Beats by Dre. In a voiceover, Mr. Brady says: “Doubt me. Distract me. Give me noise. ‘Cause all I hear is, ‘It’s payback time.'” A tagline of “Above the noise” then appears, followed by the Beats logo. The spot was posted to YouTube this weekend, and already has more than 2.2 million views.
Apple has a new spot out called Selfies on iPhone X. The commercial features a series selfies with a soundtrack of the late Muhammad Ali declaring that he is the greatest. He was so great, in fact, his one fault was in recognizing just how great he was. Watch the commercial (with sound on), and he’ll tell you all about it.
Apple made a new commercial by shaving off a hipster model’s beard a little bit at a time and assembling it stop-motion style into a video to demonstrate Face ID.
Apple has a new spot called iPad Pro – Markup. It shows the same young woman featured in the What’s a Computer? spot. In this commercial, she’s sitting around with her iPad Pro talking to a friend with FaceTime. She snags a screenshot, marks up the screenshot, and then sends it to the friend in iMessage while continuing the conversation. It’s all fluid, natural, and easy. It ends with the tagline, “A new way to markup instantly.” On the one hand, I’m not sure how many kids can afford an iPad Pro. On the other, I think this delivery speaks perfectly to young people, and that’s entirely the target market.
Two of them feature the cellular abilities of Apple Watch Series GPS + Cellular, while one demonstrates workouts. The fourth shows Apple Watch’s ability to go in a pool.
Apple has a new holiday commercial out called Sway. The spot channels the feeling of Christmas without overtly mentioning that specific holiday, with a sound track by Sam Smith (“Palace”). It’s a subtle promotion of AirPods featuring two young dancers who meet and metaphorically fall in love. She gives him one of her AirPods, and they then dance and sway through the snow sharing the same song. The tag line is “move someone this holiday.” What do you think?
Apple would very much like for this to be a post-PC era, thank you very much. The company has a new spot out called What’s a computer that does a pretty job of making the case that the iPad does everything a computer does. Especially, or at least, if you’re young. It follows a young woman through her life while she sends things, FaceTimes, looks up stuff on the internet, does school work, sheens around on her bike with iPad on her back, listens to music, draws with Apple Pencil, and more. At the end, her mom comes out and asks what she’s doing with her computer. The young woman looks over her shoulder and casually responds, “What’s a computer?” I’d love your thoughts.
Apple has a new spot called Portraits of Her to promote Portrait Lighting on iPhone 8 Plus. Portrait Lighting is a new software effect on iPhone 8 Plus that allows you to drastically change lighting on photos shot using Portrait Mode. In Portraits for Her, Apple uses a haunting (and beautiful) song called “This Strange Effect” by The Shacks for a soundtrack. The company also had the unnamed actress in the piece lip-syncing the lyrics as she walked through the city, something I don’t recall in another Apple spot. I like this commercial. The music, the camera shots, and the pacing are all lovely, and it’s another good example of Apple showing us a concept (Portrait Lighting) without doing an explainy spot. I’d love to know your thoughts.
Apple posted a new commercial to YouTube called iPhone in a Whole New Light. It’s the usual introductory commercial for a new iPhone, and includes the slow motion closeup reveal of iPhone 8 and iPhone 8 Plus. Both were announced during Apple’s media event at the Steve Jobs Theater in Apple Park.
Apple released a bunch of solid commercials Tuesday, but iPhone X is my favorite. It uses some gorgeous colors splashing around as a lure for the devices OLED screen. The colors grabbed my attention during the keynote when it was first shown. They reminded me a lot of the 70s’ kid’s toy, the Magic Window, but with a lot more colors. It’s compelling, bold, striking, and sexy. Interestingly, text at the end of the spot indicates that it hasn’t been approved by the FCC, and specifies that it can’t be sold until it is.
Apple posted a short spot called iPhone 8 and iPhone 8 Plus in 8 seconds. It’s a rapid fire look at some of the new features in the company’s new iPhone 8 line.
Apple has a new commercial called Surf that promotes Apple Watch Series 3’s ability to make and receive phone calls. It’s a powerful spot with strong imagery and a nice shot or two of the new Apple Watch.