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Apple airs new iPhone ad, continues brilliant 'quiet' TV campaign

post #1 of 68
Thread Starter 
Apple on Thursday released a new ad focusing on the iPhone as a music player, with its quiet, serene style following in the footsteps of the company's last spot, and paving the way for a new breed of commercial.

Titled "Music Every Day," Apple's latest iPhone promo continues "Photos Every Day" in being near-silent, with only a tamped down background track and a few giggles or foot taps breaking the stillness.



The ad starts out with a shot of a woman positioned at the far left of the screen. Hunched over a wall, she is seemingly lost in thought as she slowly touches at the air with her fingers, almost twirling the unseen strands of a rising sun's light. The tell-tale white wires and silhouette of Apple's EarPods standout in relief against an otherwise gray background daubed with out of focus browns and blacks.

Next, a man just finishing an workout is shown, again at left of center, overlooking a city after what appears to be the end of a daily exercise routine. This is where the viewer catches their first glimpse of a product, a black iPhone 5, but the device is largely hidden in the hands of the runner.

In fact, throughout the entire commercial, viewers see very little of the iPhone itself and, except for two brief "slices of life" ? one in which a DJ at a club scans a playlist, and another where the passenger in a car is holding the handset as his friends rock out in the back seat ? the screen isn't shown at all. The device remains hidden in almost every frame, nestled in someone's pocket, obscured by a jar of jelly as someone eats. It never becomes the focus of attention.

The ad moves quickly from one scene to the next, the common physical thread being the iPhone and EarPods, but a more important underlying theme is the music the characters are listening to. This music goes unheard by the audience.

As the background piano track swells, a narrator says, "Everyday, more people enjoy music on the iPhone than any other phone." The iPhone and Apple logos are displayed, and the commercial ends. So calm is the ad that the branding and dubbed voice are somewhat jarring, and feel out of place.

Surrounded by other ads, which are usually loud and attention-grabbing, Apple's latest attempts stand out from crowd. The company is obviously crafting their latest commercials with expert care, focusing much more on subtleties like camera work and scene composition than in-your-face product placement.

Contemplative, simple and consistent, Apple's latest spot manages to convey feeling through voiceless, nameless, almost generic characters. Nothing extraordinary happens, no explosions or humorous juxtapositions are shown. But that's the point.

Like the first character dancing her fingers with the sun's rays, Apple is toying with the ethereal nature of everyday life, and showing how the iPhone can be a part of that reality.
post #2 of 68

iWatch at 0:30.

post #3 of 68
Quote:
Originally Posted by chriscaskey View Post

iWatch at 0:30.

 

Quite an astute observation.

Why does Apple bashing and trolling make people feel so good?

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Why does Apple bashing and trolling make people feel so good?

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post #4 of 68
I never see Galaxy users listen to music via their device. Not really sure what they do with them.
post #5 of 68
During most of this commercial, I had difficulty in identifying what product it was for, or with whom it was associated. It was only at the end that I was able to tell. I am not sure if I can put a finger on exactly what it is, whether it is the message itself, or the tone, but their advertising has changed.
post #6 of 68
Quote:
Originally Posted by scotia73 View Post

I never see Galaxy users listen to music via their device. Not really sure what they do with them.

I hear the Task Manager is pretty fun to play with. 1wink.gif

post #7 of 68
I find these new ads beautiful. Very classy, human, and even moving. Definitely one of their better campaigns.
post #8 of 68
Quote:
Originally Posted by Digital_Guy View Post

During most of this commercial, I had difficulty in identifying what product it was for, or with whom it was associated. It was only at the end that I was able to tell. I am not sure if I can put a finger on exactly what it is, whether it is the message itself, or the tone, but their advertising has changed.

I'm finding it hard that many people don't grasp the recents campaigns POINT is to marry the product to LIFESTYLE... Integrated marketing -- brilliant move on their agencies part... Reinforces the brand and what Apple has always been to people.. Pretty straightforward -- great ad..
post #9 of 68
Quote:
Originally Posted by scotia73 View Post

I never see Galaxy users listen to music via their device. Not really sure what they do with them.

 

They are too busy gazing lovingly at their "fresh" home screens.

Better than my Bose, better than my Skullcandy's, listening to Mozart through my LeBron James limited edition PowerBeats by Dre is almost as good as my Sennheisers.
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Better than my Bose, better than my Skullcandy's, listening to Mozart through my LeBron James limited edition PowerBeats by Dre is almost as good as my Sennheisers.
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post #10 of 68

Classy ad Apple, well done.

 

Quote:
Originally Posted by Digital_Guy View Post

During most of this commercial, I had difficulty in identifying what product it was for, or with whom it was associated. It was only at the end that I was able to tell. I am not sure if I can put a finger on exactly what it is, whether it is the message itself, or the tone, but their advertising has changed.

 

By the tenor that Apple has set, this ad would be very unlikely from a competitor. These ads point to just how crass the ads of its (major) competitors have become.

Where are we on the curve? We'll know once it goes asymptotic!
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Where are we on the curve? We'll know once it goes asymptotic!
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post #11 of 68

These ads tell stories. They are real. Human. Very documentary in genre. I love em! What's brilliant about these ads, in addition to how real they are, you can have your computer or television set on mute and you will still get the point of the ad. Brilliance. 

post #12 of 68
Quote:
Originally Posted by Digital_Guy View Post

During most of this commercial, I had difficulty in identifying what product it was for, or with whom it was associated. It was only at the end that I was able to tell. I am not sure if I can put a finger on exactly what it is, whether it is the message itself, or the tone, but their advertising has changed.

The point is to show experience and then bind the same with the product. You DON'T need to know which product it is until the end. That is tho whole essence of this ad. 1wink.gif   People do not analyze the ads, they are just watching them, so they don't have problems like you had...

post #13 of 68

Insert at 0:17 is failure. It clearly shows situation that Siri can't handle and would be very useful at, whether it was possible or not.

post #14 of 68
It is good ad. Well executed.

That said, emotional, people ads are hardly new. Telecom NZ had series of them recently, for example, with or without voiceover narration.

http://youtu.be/JTDkjZKtspU

But I guess it is really hard to make completely original ad today, everything being covered multiple times.
post #15 of 68
Quote:
Originally Posted by poksi View Post

Insert at 0:17 is failure. It clearly shows situation that Siri can't handle and would be very useful at, whether it was possible or not.

What, counting a beat?
Better than my Bose, better than my Skullcandy's, listening to Mozart through my LeBron James limited edition PowerBeats by Dre is almost as good as my Sennheisers.
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Better than my Bose, better than my Skullcandy's, listening to Mozart through my LeBron James limited edition PowerBeats by Dre is almost as good as my Sennheisers.
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post #16 of 68
Quote:
Originally Posted by hill60 View Post


What, counting a beat?

operating device with wet hand while showering.

post #17 of 68

Competitor ads are currently attacking the iPhone and iPhone users. These ads made iPhone users look like nice people which in turn makes the creators of attack ads look like d*cks.

post #18 of 68
Very simple yet quite brilliant. Great job.
post #19 of 68

Sat at my desk listening to music on my iPhone 5 right at this very moment... 

 

Classy ad which much like the photo one  possibly didn't even need the voice over at the end to get it's message across nicely.

 

For a company pushing music listening on their devices Apple do still need to do something about their supplied earphones... the old earbuds were terrible and the new earpods while better still don't fit my ears at all well and fall out whenever I move my head which is why I opted for some nice Sennheiser in ear buds as a replacement - much better bass, they stay in my ears and they cost the same as Apple want for a replacement pair of earpods. They lack the inline mic but I've never used that anyway.

post #20 of 68
Quote:
Originally Posted by nikon133 View Post

It is good ad. Well executed.

That said, emotional, people ads are hardly new. Telecom NZ had series of them recently, for example, with or without voiceover narration.

http://youtu.be/JTDkjZKtspU

But I guess it is really hard to make completely original ad today, everything being covered multiple times.

WTF?! You're claiming that eliciting an emotion is unoriginal? That's like saying Picasso wasn't original because man had been painting for over 5000 years. It's not what you do, but how you do it.
Edited by SolipsismX - 5/24/13 at 12:26pm

"The real haunted empire?  It's the New York Times." ~SockRolid

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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"The real haunted empire?  It's the New York Times." ~SockRolid

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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post #21 of 68
Quote:
Originally Posted by poksi View Post

operating device with wet hand while showering.

The first thing she does is dry off her fingers before touching the display. The drying on the purple towel takes up most of the time in that segment.

"The real haunted empire?  It's the New York Times." ~SockRolid

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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"The real haunted empire?  It's the New York Times." ~SockRolid

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

Reply
post #22 of 68
Quote:
Originally Posted by chriscaskey View Post

iWatch at 0:30.

No thx.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #23 of 68
Without the powerful line at the end the ad would be just another ad. Thankfully, though, it's a powerful statement. I don't like the guy's voice, however. Peter Coyote would have been better, or even someone else. This guy here just has a really uninteresting voice. To me he sounds like someone acting an interesting voice, and badly.

Actually, James Earl Jones. Yeah!
Edited by Ireland - 5/24/13 at 3:38am
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #24 of 68
I get the feeling this is the "new" Apple led by Jonathan Ive. I though it was beautiful.
post #25 of 68
Quote:
Originally Posted by scotia73 View Post

I never see Galaxy users listen to music via their device. Not really sure what they do with them.

All they do his ping their picture and contact by barely kissing another Galaxy phone!

post #26 of 68
Quote:
Originally Posted by Dickprinter View Post

 

Quite an astute observation.

I hope not - It is bit too clunky and chunky!

post #27 of 68
Quote:
Originally Posted by Digital_Guy View Post

During most of this commercial, I had difficulty in identifying what product it was for, or with whom it was associated. It was only at the end that I was able to tell. I am not sure if I can put a finger on exactly what it is, whether it is the message itself, or the tone, but their advertising has changed.

 

I think you are missing that white back ground! They still have that simplistic and not too loud approach. But like you I also felt some change. Not sure if it is good or bad! Have they changed their ad agency since SJ passed away?

post #28 of 68
Quote:
Originally Posted by Slurpy View Post

I find these new ads beautiful. Very classy, human, and even moving. Definitely one of their better campaigns.

Yeah, these are the kind of ads that are the most powerful for their brand. Nice music and focusing on people rather than products. Very nicely done.
Quote:
Originally Posted by ascii 
Competitor ads are currently attacking the iPhone and iPhone users. These ads made iPhone users look like nice people which in turn makes the creators of attack ads look like d*cks.

They also keep pointing out who the market leader is and failing to explain why they are better. People are using iOS devices more for the web, photos, videos and music. When you see figures like this:

http://appleinsider.com/articles/13/05/07/apples-ios-widens-lead-over-android-in-us-mobile-web-traffic

it looks bad for Android but that's even without considering that there are twice the number of Android devices out there. As Tim said:

"I don’t know what these other tablets are doing? They must be in warehouses or store shelves or maybe someone’s bottom drawer."

http://techcrunch.com/2012/09/12/the-post-pc-era-apple-announces-steller-ipad-sales-numbers-84m-sold/
post #29 of 68

To me, the photo commercial seems to be a "me-too" type of campaign, not very different from what the competitors produce.

 

Apple ads have always been distinctive, and I think this campaign is less so, as far as I've seen.

post #30 of 68
Quote:
Originally Posted by scotia73 View Post

I never see Galaxy users listen to music via their device. Not really sure what they do with them.

They're certainly not upgrading the OS on them.

Actually, mostly what they do is show them off to their friends to see who has the biggest one. Like 12 year old boys.
Quote:
Originally Posted by poksi View Post

Insert at 0:17 is failure. It clearly shows situation that Siri can't handle and would be very useful at, whether it was possible or not.

Not sure where Siri comes into it, but yes, using an iPhone in a steamy bathroom probably isn't a great idea. Similarly, the segment before that shows a ballerina using an iPhone with ear buds. Not very practical.

Neither of those really detracts from the message, though.
"I'm way over my head when it comes to technical issues like this"
Gatorguy 5/31/13
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"I'm way over my head when it comes to technical issues like this"
Gatorguy 5/31/13
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post #31 of 68
Quote:
Originally Posted by palegolas View Post

I get the feeling this is the "new" Apple led by Jonathan Ive. I though it was beautiful.

Y'know, you might have something there. With these last two ads, Apple is "selling" (I hate to put it that way, but they're ads) beauty, serenity, fun, even physicality, all the stuff they put in their products like the iPhone.

Jony, Steve and crew probably set this tone, designing products with peoples' real lives in mind. The ads show that the spirit lives on in the new regime.

It's a nice thought. I think it also shows that Tim Cook is in on it.
post #32 of 68
Quote:
Originally Posted by macFanDave View Post

To me, the photo commercial seems to be a "me-too" type of campaign, not very different from what the competitors produce.

Apple ads have always been distinctive, and I think this campaign is less so, as far as I've seen.

Since I don't watch TV, I can only say that the difference between these last two ads and the Samsung ads I've seen referenced here on AI couldn't be greater.

Samsung is selling chaos and competitiveness, Apple is selling harmony and togetherness, and a lot of self-realization.

What similar ads can you point to, or are you just being negative?
post #33 of 68

Another great ad.  While Samsung commercials are constantly bashing iPhone and iPhone users these ads are showing the iPhone as a true LIFE COMPANION.  Something ironically Samsung marketed the S4 to be.

post #34 of 68
It's a very nice ad. I wish more ads had that tenor to them. One of the biggest things that come across in both this and the Photo ad, is that while others may compare themselves to Apple, Apple compares itself to no one. Apple knows it is the standard bearer when it comes to its devices and the commercials, in a very understated manner, suggest or insinuate or would it be intimate, as to why.
post #35 of 68
Quote:
Originally Posted by sog35 View Post

Another great ad.  While Samsung commercials are constantly bashing iPhone and iPhone users these ads are showing the iPhone as a true LIFE COMPANION.  Something ironically Samsung marketed the S4 to be.

And lie it or not, that says a lot about the arrogance, stupidity and ignorance of galaxy S users.

 

All of them are stupid because they bought that phone. It's an universal, undeniable fact. And before the usual suspects came here vomiting saying that you can't define people based on their phones: In this case, yes you can.

 

There's much better phones at that price range, leagues ahead with the iPhone being the best. It's not a matter of taste here. So they are stupid, bought it because of their arrogance and are ignorant.

post #36 of 68
Originally Posted by chriscaskey View Post
iWatch at 0:30.

 

Yep, Apple sure would put an unannounced product in a commercial that airs on national television¡


Originally Posted by Digital_Guy View Post
During most of this commercial, I had difficulty in identifying what product it was for, or with whom it was associated. 

 

You had trouble figuring out what a commercial with white earbuds was about?


Originally Posted by macFanDave View Post
To me, the photo commercial seems to be a "me-too" type of campaign, not very different from what the competitors produce.


What the heck have they been producing that looks at all like that?

Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
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Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
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post #37 of 68
Quote:
Originally Posted by pedromartins View Post

And lie it or not, that says a lot about the arrogance, stupidity and ignorance of galaxy S users.

 

All of them are stupid because they bought that phone. It's an universal, undeniable fact. And before the usual suspects came here vomiting saying that you can't define people based on their phones: In this case, yes you can.

 

There's much better phones at that price range, leagues ahead with the iPhone being the best. It's not a matter of taste here. So they are stupid, bought it because of their arrogance and are ignorant.

Pot meet kettle.  

post #38 of 68
I like these ads, but I would also like to see them challenge the trash talk of the competition as they did in the very successful "I'm a Mac" ads.
post #39 of 68

The off-center "iPhone" and apple logo is new. I kinda like it.

The state is nothing more than a criminal gang writ large.

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The state is nothing more than a criminal gang writ large.

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post #40 of 68
Quote:
Originally Posted by Marvin View Post

They also keep pointing out who the market leader is and failing to explain why they are better. People are using iOS devices more for the web, photos, videos and music. When you see figures like this:

http://appleinsider.com/articles/13/05/07/apples-ios-widens-lead-over-android-in-us-mobile-web-traffic

it looks bad for Android but that's even without considering that there are twice the number of Android devices out there. As Tim said:

"I don’t know what these other tablets are doing? They must be in warehouses or store shelves or maybe someone’s bottom drawer."

http://techcrunch.com/2012/09/12/the-post-pc-era-apple-announces-steller-ipad-sales-numbers-84m-sold/

Like Tim, I also don't understand the disparity between Android sales figures and usage figures. His "bottom drawer" explanation is in some ways a nice guy answer, you have to wonder whether the competitors figures aren't in fact dodgy.

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