Apple to air student-made TV ad; Aperture & Backup updates

[AppleInsider]

A new iPod Touch TV spot due to begin airing Sunday night isn't the work of an Apple bigwig or members of the company's ad agency, but rather a teenage student. Meanwhile, Apple has updated Aperture for Leopard and also posted new versions of Backup, Server Admin Tools and GarageBand.

New iPod Touch ad

A new television commercial for the iPod Touch from Apple, scheduled to begin running on Sunday, is being created by the company's longtime agency, TBWA/Chiat/Day. However, the New York Times reports the spot is based heavily on a commercial that 18-year-old English student Nick Haley created on his own one day last month.

Haley took visual elements in his commercial (embedded below) from video clips about the iPod Touch and other new products, then uploaded the finished piece to the popular video file sharing site YouTube. Among those who would later view his work were staff members on the Apple account at TBWA/Chiat/Day.

"I was sitting on the bus and I got this e-mail on my phone,” Haley told the Times. The message said, "We represent Apple and we’ve seen what you have produced and we’d like a chat with you."

Haley was eventually flown to Los Angeles to work on a broadcast-ready version of the ad with creative executives at TBWA/Chiat/Day. It can be seen on football games starting Sunday afternoon and on “Desperate Housewives” and Game 4 of the World Series that same night. It is also to be shown in Europe and Japan.



Aperture 1.5.6 Update

Aperture 1.5.6 Update [130.6MB] addresses issues related to performance, improves overall stability, and supports compatibility with Mac OS X 10.5 Leopard. Other specific issues addressed in this release include:
Resolves some minor compatibility issues with iPhoto 7.1, which organizes images by Event rather than Roll.Addresses issues related to metadata and sort order when sharing previews with iLife Media Browser.Improves reliability of queries based on Import Session.Addresses reliability when recovering an Aperture Library from a Vault.
This update is recommended for all Aperture users.

Backup 3.1.2

Backup 3.1.2 [6.3] is highly recommended for all users of Backup 3. This update includes reliability improvements and improves compatibility with Leopard and iWork '08.

Server Admin Tools 10.5

Server Admin Tools 10.5 [63.4MB] contains remote administration tools, documentation, and utilities that you can install on a computer other than your server. For more information on how to use the included software, see the Documentation folder included in the distribution. Additional details on this release are provided here.

GarageBand 3.0.5

GarageBand 3.0.5 update [14.4MB] supports compatibility with Mac OS X 10.5.

[ View this article at AppleInsider.com ]

[zenatek]

Is anyone else seeing the weird artifacts during the first half? It seems in all the comments on youtube there is no mention of this and I have played it on multiple computers and its always been there.

[Ireland]

"My music is where I'd like you to touch."

[Ireland]

Originally Posted by zenatek

Is anyone else seeing the weird artifacts during the first half? It seems in all the comments on youtube there is no mention of this and I have played it on multiple computers and its always been there.

Everyone is seeing them, but this isn't the version they'll be running on TV, they'll just be going for this concept and very likely be using the same song.

[gregmightdothat]

Unfortunately, they cut out the "music is my hot, hot sex" part.

Here's the song in iTunes by the way: http://phobos.apple.com/WebObjects/M...41&i=162253040

[Johnny Mozzarella]

While I think the ad has merit I wouldn't be surprised if this is also a P.R. stunt.
Apple has angered a lot of users in the past few months and has lost some of the good will that keeps it's fans so loyal. This is the kind of story that the general public will eat up and particularly Apple's most zealous fans. Apple looks like the good guy and gets a great commercial to boot.

[Bageljoey]

Originally Posted by zenatek

Is anyone else seeing the weird artifacts during the first half? It seems in all the comments on youtube there is no mention of this and I have played it on multiple computers and its always been there.

He apologized for it in his comments. Said it was something about how YouTube was dealing with the MPEG file or something...

[nagromme]

That's pretty cool--the ad is good (if a little too whirlwind confusing) but also generic enough that Apple or the ad agency could easily have just done something "inspired" by it and never involved the kid. It's cool that they did.

Of course ANY time Apple does something fair or gives people something that people like, you could call it a publicity stunt

[thebeat]

this is unbelievable... that ad is nothing special, anyone can do it. I don't believe Apple would contact him and hire the kid, there is no way. Its probably an Apple faculty kid who tries to inspire other kids to do the same. I am unimpressed, very unfair, that's the worst shit ad I have ever seen. I never knew Apple was stupid enough to fly him down and work with the kid. Ridicolous.

[<2cents]

Originally Posted by Johnny Mozzarella

Apple looks like the good guy and gets a great commercial to boot.

It's a beautiful thing. It's so Apple. It's what the iApps are all about.

[AtomicGarden]

Originally Posted by thebeat

this is unbelievable... that ad is nothing special, anyone can do it. I don't believe Apple would contact him and hire the kid, there is no way. Its probably an Apple faculty kid who tries to inspire other kids to do the same. I am unimpressed, very unfair, that's the worst shit ad I have ever seen. I never knew Apple was stupid enough to fly him down and work with the kid. Ridicolous.

right... so here talks the pro. maybe you sound just slightly jealous to me, mate. never mind. i don't care if it's a pr stunt or not - if it is, fair enough... if not - congratulations to the kid.

[stonefree]

Originally Posted by thebeat

this is unbelievable... that ad is nothing special, anyone can do it. I don't believe Apple would contact him and hire the kid, there is no way. Its probably an Apple faculty kid who tries to inspire other kids to do the same. I am unimpressed, very unfair, that's the worst shit ad I have ever seen. I never knew Apple was stupid enough to fly him down and work with the kid. Ridicolous.

....said the 35 year old living in his mom's basement, working an $8 an hour part time job editing commercials for the local bait and tackle store.

Dude, the ad is brilliant. Not just the video editing, but the audio editing of the song itself. Listen to the original and you'll hear what I mean. And the way the music and the video sync up.. WOW! And from an 18 year old no less.

[mactastick1]

I think Apple came across the vid and realized the song was perfect, wanted the song, but knew they couldn't use it without crediting the kid. The video itself was just a re-edit of video already on Apple's website. The boy gets credit for having found the song, which most of us would have never heard of, and for otherwise putting up a pretty familiar-looking Touch-scenario vid, but one that looks great. Props to him, though. I hope he had a blast working with the Apple team. And props to Apple for more great marketing on their part!

[Marvin]

I didn't like the ad or the song really. Plus it says that the videos were taken from other ipod ads so it's a quick edit job with a song on top. For an 18 year old it is ok but I see kids way younger than that produce far more impressive stuff with effects that could be used in feature films and they spend months doing it. This guy spent a day or something putting this together.

I say PR stunt too. They probably want to be able to say that the ad was done on a Mac by a kid and so can you. Wouldn't it be funny if he got over there and said it was done with a quad core mid-range tower PC running Premiere. Man I'd pay to see the look on their faces.

[delreyjones]

Originally Posted by mactastick1

I think Apple came across the vid and realized the song was perfect, wanted the song, but knew they couldn't use it without crediting the kid. The video itself was just a re-edit of video already on Apple's website. The boy gets credit for having found the song, which most of us would have never heard of, and for otherwise putting up a pretty familiar-looking Touch-scenario vid, but one that looks great. Props to him, though. I hope he had a blast working with the Apple team. And props to Apple for more great marketing on their part!

I agree; it's the song that so well matches the Jobs/Apple philosophy about music. Think back to before the iPod, to the "Think Different" campaign where Jobs explained how very important heroes such as Bob Dyland and John Lennon were to him. Music was and is hugely important to many young people. Steve Jobs "gets it" and this new song is a great expression of it. Bill Gates will never understand.

[esXXI]

Originally Posted by stonefree

....said the 35 year old living in his mom's basement, working an $8 an hour part time job editing commercials for the local bait and tackle store.

Dude, the ad is brilliant. Not just the video editing, but the audio editing of the song itself. Listen to the original and you'll hear what I mean. And the way the music and the video sync up.. WOW! And from an 18 year old no less.

Yes, insulting someone who doesn't agree with you is the best way to make your point.

The ad is hardly 'brilliant'. I love how people can never decide what they want. Apple makes some nice informative ads with real people talking and people call them the worst ever. Some student cuts up some clips to music, which I think the vast majority would find bewildering, and is hailed.

The cuts are too fast, there's no time to take in each section and everything is crammed together. The music however, is spot on.

It's far more likely the ad agency liked the idea and music and didn't want a backlash for stealing an idea, rather than them being amazed by it.

[JeffDM]

Originally Posted by esXXI

Yes, insulting someone who doesn't agree with you is the best way to make your point.

Unfortunately, it's the nature of the Internet. It happens here a lot too. It doesn't matter if you're an Apple fan or not, critisize one little bit of Apple policy and you're bound to find someone to call you a Microsoft apologist / Vista user or whatever. I don't know what to make of it, as if it's a game of who is a bigger fan by who sides with Apple the most often.

Then there are some gems that run something like "you couldn't make a better one, so why are you complaining", as if being able to make an electronics product is a required qualification in order to say you don't like something about an electronics product.

[melgross]

Getting away from this inconsequential ad for a moment, I'm VERY disappointed in Aperture.

The Pro Photo Expo took place in NYC Oct 18-20 (to the public).

Last year Apple introduced Aperture at this show, to great fanfare.

But during this show, the best Apple could do was to demonstrate the same 1.5 version that's been out for many months. Aperture desperately needs a major upgrade. It didn't get one. This was the show to unveil it.

Meanwhile, Lightroom has been taking sales away from Aperture amongst the pro community, and is a far better program for those who need to correct their RAW images without moving them to Photoshop, as Adobe has put all of the important features of Camera Raw 4 into Lightroom, as well as adding a couple that go beyond. Apple, meanwhile, is sticking with the poor quality correction ability the program has has from 1.1 or so.

If they still intend to support this program, as we thought they were going to do when they announced 1.5, they had better quickly get on the ball, or the window will close on it. Right now, despite the seminars they gave at the show, I'm not sure if Apple does intend to take the program where it needs to go.

[quinney]

Originally Posted by Marvin

I didn't like the ad or the song really. Plus it says that the videos were taken from other ipod ads so it's a quick edit job with a song on top. For an 18 year old it is ok but I see kids way younger than that produce far more impressive stuff with effects that could be used in feature films and they spend months doing it. This guy spent a day or something putting this together.

I say PR stunt too. They probably want to be able to say that the ad was done on a Mac by a kid and so can you. Wouldn't it be funny if he got over there and said it was done with a quad core mid-range tower PC running Premiere. Man I'd pay to see the look on their faces.

I think the fact that it took the kid a day rather than months is a demonstration
of what the iLife apps are supposed to be all about.

[JeffDM]

Originally Posted by quinney

I think the fact that it took the kid a day rather than months is a demonstration
of what the iLife apps are supposed to be all about.

I really don't think the tools are the biggest hindrance. I think that's more a result of the guerrilla effect.

It's not that hard to whip something like that through other consumer software. I think that's the difference between dealing with a bureaucracy and not, be it in the ad agency or with the customer. He didn't have to worry about getting anyone to sign off on it, be it the customer or the boss or the boss's boss. No committee to argue with or micromanage the process. He didn't worry about other people objecting to his own creative vision. Or getting the rights to the music. Or auditioning actors. Just do it.

[JeffDM]

Originally Posted by melgross

Getting away from this inconsequential ad for a moment, I'm VERY disappointed in Aperture.

The Pro Photo Expo took place in NYC Oct 18-20 (to the public).

Last year Apple introduced Aperture at this show, to great fanfare.

But during this show, the best Apple could do was to demonstrate the same 1.5 version that's been out for many months. Aperture desperately needs a major upgrade. It didn't get one. This was the show to unveil it.

Time flies faster than that. Aperture 1.5 was released Sept 2006. 1.0 was announced Oct 2005. So Adobe was given plenty of time to catch up to Aperture's strengths.

[melgross]

Originally Posted by JeffDM

I really don't think the tools are the biggest hindrance. I think that's more a result of the guerrilla effect.

It's not that hard to whip something like that through other consumer software. I think that's the difference between dealing with a bureaucracy and not, be it in the ad agency or with the customer. He didn't have to worry about getting anyone to sign off on it, be it the customer or the boss or the boss's boss. No committee to argue with or micromanage the process. He didn't worry about other people objecting to his own creative vision. Or getting the rights to the music. Or auditioning actors.

You got to the heart of the matter here. It isn't always the tools, which today, are possible to use on any OS, but the more mundane behind the scenes portion of professional activity.

Doing even 30 second Ads when I was doing Tv work back in the early-mid '70's could cost a couple hundred thousand, take several months planning and approval, and another month or two to set up and film.

Today, due to more difficult legal conditions, it can be even worse.

[melgross]

Originally Posted by JeffDM

Time flies faster than that. Aperture 1.5 was released Sept 2006. 1.0 was announced Oct 2005. So Adobe was given plenty of time to catch up to Aperture's strengths.

Well, Sept 2006 was a long time ago. Over a year now. Time enough for a total makeover. Truthfully, we expected 2.0 several months ago.

Adobe was about equal with Aperture when Lightroom first came out. Actually, even then, it had much better tools.

Now, the two aren't even close. Apple has done nothing since 1.5, while Adobe has made significant progress. I have both programs, and while Aperture is a bit better at organizing, Lightroom isn't that far behind. But, Lightroom will allow you to produce a very high quality DNG, or even a final, where Aperture simply can't do anything like the same quality file.

We expected to see 2.0 at the show, and there was a great deal of buzz about the possibility. When it didn't happen, there was surprise, as well as a good deal of consternation and disappointment. The feeling in the pro community now is that Apple might, after all, not consider this product to be selling well enough for them to continue quickly upgrading the product.

It's bewildering to us. Many are rooting for Aperture, but must use the better product.

[stonefree]

Originally Posted by esXXI

Yes, insulting someone who doesn't agree with you is the best way to make your point.

The ad is hardly 'brilliant'. I love how people can never decide what they want. Apple makes some nice informative ads with real people talking and people call them the worst ever. Some student cuts up some clips to music, which I think the vast majority would find bewildering, and is hailed.

The cuts are too fast, there's no time to take in each section and everything is crammed together. The music however, is spot on.

It's far more likely the ad agency liked the idea and music and didn't want a backlash for stealing an idea, rather than them being amazed by it.

The reason I was so insulting to the poster was because he was so harsh and negative on the ad ("worst shit ad I have ever seen" among many other nasty comments). I'm rarely the insulting type, but this guy obviously needed to be put in his place.

I think a lot of you are judging the ad mainly on its technical merits. The only people who care about that stuff is other video editors. What makes the ad great is its feel and emotion. Lines like "Music is where I meet my friends" really resonate with people. Ditto for the closing line "my music is where I like you to touch".

[melgross]

Originally Posted by stonefree

The reason I was so insulting to the poster was because he was so harsh and negative on the ad ("worst shit ad I have ever seen" among many other nasty comments). I'm rarely the insulting type, but this guy obviously needed to be put in his place.

I think a lot of you are judging the ad mainly on its technical merits. The only people who care about that stuff is other video editors. What makes the ad great is its feel and emotion. Lines like "Music is where I meet my friends" really resonate with people. Ditto for the closing line "my music is where I like you to touch".

It is a bit corny though.

[anantksundaram]

Originally Posted by stonefree

The reason I was so insulting to the poster was because he was so harsh and negative on the ad ("worst shit ad I have ever seen" among many other nasty comments). I'm rarely the insulting type, but this guy obviously needed to be put in his place.

My humble 2¢ is that your response was appropriate. No need to commiserate.

[JeffDM]

Originally Posted by stonefree

The reason I was so insulting to the poster was because he was so harsh and negative on the ad ("worst shit ad I have ever seen" among many other nasty comments). I'm rarely the insulting type, but this guy obviously needed to be put in his place.

The problem in fighting fire with fire, is that you'll get burned.

I didn't read as much into that post as you did, it just looked like it was an overboard response.

[jonessodarally]

Originally Posted by melgross

It is a bit corny though.

Someone had better notify Apple, then.

...apparently they thought it was pretty good.

[melgross]

Originally Posted by jonessodarally

Someone had better notify Apple, then.

...apparently they thought it was pretty good.

Still corny.

[SpinDrift]

I really liked the ad. The music is really catchy and I think it will be one of those songs you'll always associate with the advert. Like the 'spaceman' song by Babilon Zoe that sold millions of copies thanks to the Levis advert.

Nice one Nick

[yaZulu]

CSS "cansei der se Sexy" and apple in one place? im in heaven, surely.

[TheMadMilkman]

Originally Posted by thebeat

this is unbelievable... that ad is nothing special, anyone can do it. I don't believe Apple would contact him and hire the kid, there is no way. Its probably an Apple faculty kid who tries to inspire other kids to do the same. I am unimpressed, very unfair, that's the worst shit ad I have ever seen. I never knew Apple was stupid enough to fly him down and work with the kid. Ridicolous.

Apple didn't contact the kid... Chiat/Day did. Being contacted by Apple and being contacted by their ad agency are two very different things. Chiat/Day doesn't give a shit about the visual quality of the ad, or where the videos came from. They wanted the concept. Do you like it? Apparently not. But I also doubt you fall into the age range an ad like that would target.

[Dr. X]

The final ad is up on Apple's site. Here is the URL: http://www.apple.com/ipodtouch/ads/

[Bageljoey]

Originally Posted by esXXI

It's far more likely the ad agency liked the idea and music and didn't want a backlash for stealing an idea, rather than them being amazed by it.

Except, no.

Check out the link above--the final ad is very similar after the first look.

[mstone]

Just watched the final ad during game 4 of World Series.

[nofear1az]

Originally Posted by thebeat

this is unbelievable... that ad is nothing special, anyone can do it. I don't believe Apple would contact him and hire the kid, there is no way. Its probably an Apple faculty kid who tries to inspire other kids to do the same. I am unimpressed, very unfair, that's the worst shit ad I have ever seen. I never knew Apple was stupid enough to fly him down and work with the kid. Ridicolous.

a little harsh, aren't we?

[donlphi]

Best iPod Touch commercial to date... uh wait a minute. It's the only iPod Touch commercial to date!

I love it. Perhaps it doesn't reach out to that mid-50's/mid-40's male crowd that the advertisements usually hit, but this one is more "teen"/early twenties crowd. The older guys want phones anyway! Good energy. A bunch of cool images flying by. Nice Flow. Good Music to boot.

Nice job!!!

[BallmerSteve]

Apple Sicks Lawyers on Innocent Kids Over iPhone!

A couple of imaginitve, curious kids who figured out how to unlock the iPhone are under legal assault from Apple!
Why do we let them get away with this type behavior? Strangling the creativity in our youth, inhibiting free trade and commerce. These bright young men should be applauded for their heroic efforts to give people choice. Why all of the legal machinations against the young and impressionable?
I for one don't want to live in a world where Steve Jobs and the iGustapo can walk into the High School Science fair and start turning over tables screaming,

"No! No! That's my idea! Don't change our stuff you brats! I'll sue your parents! Guards catch that one, beat him! Muahahahahaha!"

An old friend wrote me just yesterday;

"... My son Scotty looked up at me the other day and asked, 'Mommy, can I make a better radio pretty please?' - Steve, I was heartbroken but had to tell him, 'No Scotty, I'm sorry but It might make Steve Jobs mad'. At that moment I saw the twinkle leave his eye and we both sobbed ..."

People! For goodness sake, protect your children from these people. Let the children's laughter remind us of how we used to be.

[Ireland]

Here's the final official version

[Marvin]

Originally Posted by Ireland

Here's the final official version

Hard to believe they put:

"Buy Music Is My Hot, Hot Sex by CSS on iTunes."

on their site. I actually think the official version is worse. That line about music is my boyfriend, god that is such a whiney corny teenage line. What next Avril Lavigne's Hey, hey, you, you, I don't like your girlfriend?

Apple's ads used to be great - that one about put some music on with the shuffle. It's been downhill over the past year or so. Apple has lost their touch so to speak. Hey maybe I should write their songs.