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.
Apple published a new commercial called Dear Apple. it promotes Apple Watch Series 3 by looking at letters that have been written to Apple and CEO Tim Cook. There will probably be shorter versions aired on TV, but the full version below is two minutes and 38 seconds. The testimonials range from health uses, sports cases, diabetes, car crashes, and a Russian cyborg (for real). I think it’s a great video.
Each is a short-form version from the original short film released late in July, and they feature The Rock and Siri in the kitchen, taking selfies, and setting Reminders.
Apple released new iPad Pro models today at WWDC. It has a lot of great features, and to show it off there’s a new iPad Pro 10.5-inch commercial on YouTube. Just as big as the new iPad Pro itself are more multitasking features in iOS 11 for the device. It will have brand new drag-and-drop functionality, a Mac-like dock, and improvements to Apple’s Notes app. Watch the video below to see the cool stuff. Check it out
There are three new “Why Switch” videos on YouTube. Contacts is clever and does a pretty good job of conveying that it’s easy to move your contacts to iPhone from “your phone.” Smooth makes a good case that video is smoother on iPhone. But Security, now that one is brilliant. It personifies iPhone’s inherent security advantage over (the unnamed) Android in a funny, concise, and elegant way. It’s easy to understand, and I think it’s entertaining. You can watch it below.
Apple launched a new advertising campaign called Switch to iPhone at apple.com/switch. The campaign trades the white of the company’s original I’m a PC campaign for dark pastels and simple, compelling imagery. The message is that it’s simple to switch to iPhone, which is faster, that your music will sound better, and that moving your photos is easy. Watch the four videos that make that argument in our full story.
Ever been in love? Know how love can sometimes make the whole world disappear into the background? Apple is channeling that in a new iPhone 7 Plus commercial called The City. With the sweet and touching “Sing to Me” by Walter Martin (feat. Karen O), the spot shows two young lovers sheening around a crowded city taking pictures of one another as the the world around them vanishes. “Focus on what you love” with “Portrait Mode in iPhone 7 Plus” are the taglines in the spot. There’s a line from Castle when Becket’s asked how do you know when you’re in love? Her answer: “All the songs make sense.” It’s a great line, and perhaps that’s why this spot resonates with me personally. It definitely makes sense.
Apple has put out four videos that take an animated look at yaks, zero-waste initiatives, a breathing building, and making artificial sweat. Each focuses on a different aspect of Apple’s global environmental efforts for Earth Day, which takes place on April 22nd, 2017.
Apple launched three commercials in the company’s Shot on iPhone series. All three spots were released for the Turkish market on the Apple Turkey YouTube channel. They were shot by 11 year old children on iPhones, and were released to celebrate National Sovereignty and Children’s Day in Turkey.
Apple and Verizon have struck separate deals with Saturday Night Live for that show’s creative team to create commercials for the companies. The spots will run during SNL itself later in April, with Apple having committed to buying at least one spot.
Apple published two new commercials in its iPad Pro series addressing laptop complaints. In case that reads too smoothly and it didn’t smack you upside the head, as we said when I was a wee lad, Apple is answering complaints about laptops with the iPad Pro. Not with MacBook Pro. Or MacBook. Or the legacy MacBooK Air that is still being sold. No, Apple is answering laptop complaints with an iPad Pro promotion.
Apple has a new spot out called Apple Watch Series 2 — Live Bright. I love this spot, too. Great soundtrack in the form of Beyoncé’s “Freedom (feat. Kendrick Lamar)” from Lemonade—and I’m just guessing that cost a pretty penny or two. The commercial also features compelling imagery of people using their AWS2 in bright, colorful, energetic settings. It’s a great spot that fires on all cylinders.
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.