Apple's New 'Taxi Driver' Commercial: Animoji and Great Song from Korean Band Hyukoh

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Apple has a new commercial out called Taxi Driver to promote Animoji. It’s an intense animated spot with a drawn romp through a city as the backdrop to the Animoji figures. But the reason I love this spot is the tune—called “Citizen Kane,” rather than Taxi Driver—by South Korean band Hyukoh. This isn’t super-produced K-Pop, either. Hyukoh is an indie band with real musicians playing music they wrote. 9to5Mac noted that Citizen Kane dropped over the weekend, a single for an upcoming Hyukoh EP. In any event, I am effectively obsessed with this tune, and I love Apple’s Animoji commercials. Your mileage may vary.

Samsung Thinks Galaxy S9 Is at Least Better than iPhone 6

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Check it out. Samsung is positioning its two-month old flagship Galaxy S9 against an iPhone. And when I say “iPhone,” I mean iPhone 6 [via MacRumors]. The ad appears to be a pitch to owners of old iPhones, but it feels more like a Freudian slip to me. “This,” Samsung appears to believe, “is all we can do.” Even if the psychology behind the ad isn’t as twisted and warped as my Samsung-loathing mind wants it to be, comparing a brand new flagship device to a three-and-a-half year old competitor is terrible, awful, absurd positioning. Perhaps that’s part of why iPhone 7 is still selling as well as the Galaxy S9, let alone the iPhone 8, 8 Plus, and X, all of which handily outsell the Samsung device. Anyhoo, you can watch it and judge for yourself.

Watch Apple's New 'Studio in Your Pocket' Commercial for iPhone X

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Apple has a new commercial for iPhone X called Studio in Your Pocket. It pitches the idea that iPhone X’s Portrait Lighting mode is essentially a photography studio in your pocket. It does this by showing a young woman taking a selfie in a train station when studio lights and reflectors start popping into being all around her. As she snaps away, the camera switches to views of those selfies on her iPhone X with darkened backgrounds through Portrait Lighting. It’s a solid pitch in my opinion, and one that will resonate with young people. Check it out.

New Apple Commercial: 'One Person Can Change the World'

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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.

iPhone X 'Fly Market' Commercial: Song, Dance, Face ID, and Apple Pay

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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.

Watch 7 New Apple Films Made with iMac Pro

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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.

Tom Brady Features in New Apple Beats by Dre Commercial

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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.

Watch Apple's New Commercial, 'iPad Pro - Markup'

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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.

Apple Taps Sam Smith in 'Sway' Holiday Commercial for AirPods

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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 iPad Commercial Asks, 'What's a Computer?'

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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.