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Apple airs new iPhone ad, continues brilliant 'quiet' TV campaign - Page 2

post #41 of 68
Quote:
Originally Posted by chriscaskey View Post

iWatch at 0:30.

And I'll be seated next to that same twit drumming on his table at the café oblivious to everyone else around him.

post #42 of 68
Quote:
Originally Posted by DaveMcM76 View Post

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.
I wish we could go to an Apple Store, have our ears 3D scanned and then have a custom made pair of earbuds shipped to us for $99.
post #43 of 68
Originally Posted by MJ1970 View Post
The off-center "iPhone" and apple logo is new. I kinda like it.

 

It's centered. Are you watching it inline here or on Apple.com? Here there's a bug that cuts off most of a video's window. I'm surprised Huddler hasn't fixed that; it has been the case since we switched.

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post #44 of 68

These commercials are brilliant. They are timeless. No mention of model numbers or features, barely even a clear shot of the device. No one is bragging about what the device can do. No one mentions how cool they are. There's no sense of envy, spite or contempt. Just people enjoying moments of their lives. It builds desire, not to buy some piece of kit, but to aspire to live in the moment more often. The device being used doesn't even have to be an iPhone; the point of the commercial is that the iPhone is a part of these moments more than any other device.

Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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Disclaimer: The things I say are merely my own personal opinion and may or may not be based on facts. At certain points in any discussion, sarcasm may ensue.
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post #45 of 68
Quote:
Originally Posted by Tallest Skil View Post

 

It's centered. Are you watching it inline here or on Apple.com? Here there's a bug that cuts off most of a video's window. I'm surprised Huddler hasn't fixed that; it has been the case since we switched.

 

Oh okay. Yeah, I watched in inline here. Seemed odd at first, but figured it might something new they are doing.

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post #46 of 68
Quote:
Originally Posted by mjtomlin View Post

These commercials are brilliant. They are timeless. No mention of model numbers or features, barely even a clear shot of the device. No one is bragging about what the device can do. No one mentions how cool they are. There's no sense of envy, spite or contempt. Just people enjoying moments of their lives. It builds desire, not to buy some piece of kit, but to aspire to live in the moment more often. The device being used doesn't even have to be an iPhone; the point of the commercial is that the iPhone is a part of these moments more than any other device.

 

Agreed. Products, nowadays more than ever, are far more than a set of technical specs or even a list of features and benefits. They (some anyway) are about feeling and image and lifestyle. Apple gets this more than anyone in the consumer electronics business (and probably most other businesses also.)

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post #47 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.

 

White earbuds = Apple product

 

 

 

The ground work was laid a long time ago with the iPod campaign.  I'm pretty sure even a 5 year old would know these people are using Apple products.

post #48 of 68
Quote:
Originally Posted by mjtomlin View Post

These commercials are brilliant. They are timeless. No mention of model numbers or features, barely even a clear shot of the device. No one is bragging about what the device can do. No one mentions how cool they are. There's no sense of envy, spite or contempt. Just people enjoying moments of their lives. It builds desire, not to buy some piece of kit, but to aspire to live in the moment more often. The device being used doesn't even have to be an iPhone; the point of the commercial is that the iPhone is a part of these moments more than any other device.

Yes, the ad is beautifully crafted. Little snapshots so well observed. I think the almost melancholy feeling is created by having a separate soundtrack to what they are listening to. The ad really brings home the personal individual nature of listening to music. In many ways I see these as a continuation, or development of the iPod silhouette ads. What I am not sure about is that these new ads are more effective. Those, too, were lifestyle ads but they really packed a punch. 

 

What this new ad does, perhaps brilliantly, is counter the cheap and often 'anti Apple' ads by the competition. This ad renders those ads impotent, like they have missed the point entirely. It really isn't about the technology.

post #49 of 68
Quote:
Originally Posted by SolipsismX View Post


It's not what you do, but how you do it.

 

Good statement. I'd even refine it: "It's not what you do, not even much how you do it, but why you do it."

 

I study Marketing. Here you can find a great link on why Apple has so many loyal followers, it's called the Golden Circle: what, how & why. Very interesting video on  : http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html 

 

And it's right here why Apple will be strong while their competitors will fade in the long run.

post #50 of 68
Quote:
Originally Posted by chriscaskey View Post

iWatch at 0:30.


I actually thought it was an iPod nano with the watch bands, but being that they don's sell those anymore (that I'm aware of), it just might be a hint at the iWatch. Good catch.

post #51 of 68
Quote:
Originally Posted by Daekwan View Post

 

White earbuds = Apple product

 

 

 

The ground work was laid a long time ago with the iPod campaign.  I'm pretty sure even a 5 year old would know these people are using Apple products.


I think that's the genius of the ad itself. It grabs your attention, stirs your curiosity, it allows your emotion to relate to what you are seeing, then ties the product clearly into the entire experience.

post #52 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.

Are you kidding? No disrespect but from the first frame, you can tell people are listening to music and then see the "iconic" white ear buds dangling from their ears. If that is not a dead giveaway for iPod or iPhone than you've never heard of Apple Inc. I suppose. Also, the background music and the tone continues the same mood as the previous ad about taking pictures with the iPhone.
post #53 of 68
Another reason why I love Apple. Their commercials aren't obnoxious or in-your-face like the ads from Microsoft or Samsung. They're almost subtle. They show the phone in actual real-life situations as opposed to some slick campaing nonsense.

I especially enjoy how they focus on one aspect, in this case music, and show people enjoying that aspect of it on their iPhones.

Kudos to Apple once again!
post #54 of 68

Let's compare...

 

 

 

 

 

 

Well done Apple. I'm feeling good about the future.

post #55 of 68
Quote:
Originally Posted by Daekwan View Post

 

White earbuds = Apple product

 

 

 

The ground work was laid a long time ago with the iPod campaign.  I'm pretty sure even a 5 year old would know these people are using Apple products.

 

Unless it's an ad for the Xoom. 

post #56 of 68
Quote:
Originally Posted by tkell31 View Post

Pot meet kettle.  

 

Actually, generally speaking, people who buy an S4 really ARE falling victim to an overactive marketing budget. If you're looking for an Android phone, the HTC One is better in every way. 

 

But HTC doesn't have a marketing budget.

 

Ironically, Android's "hero" Samsung is what fanboys have labeled Apple forever: all marketing, all fluff.

post #57 of 68

I'm really digging this series of new 'quiet' ads.  I especially like how they show scenes of people from all over the world--subtly showing that Apple is a global brand.

 

On a side note, the fact that no one speaks is clever; this means the ad can be used in any country, and is not limited to an English-speaking audience.

post #58 of 68
Quote:
Originally Posted by am8449 View Post

On a side note, the fact that no one speaks is clever; this means the ad can be used in any country, and is not limited to an English-speaking audience.

 

Interesting point; they can just change the voice over.

post #59 of 68
Quote:
Originally Posted by poksi View Post

operating device with wet hand while showering.


Poksi, are you looking for attention?... or did you really miss that the person wipes their hand on the towel first as SoilipsismX (etc) mentioned.

post #60 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.

Only NZers would have seen that ad. I like it, but everytime I see it on TV I think they are trying to copy Apples 'style' of ad - particulaty the FaceTime one that came out a while ago.

What you wouldn't see is the people in real life using their massive Android phones and getting confused trying to use them.
I know that anecdotes are very subjective, but I have lost count the number of Android users who ask me for help with their phone functions
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post #61 of 68
This is showing the iPhone as there best iPod and may be there first stage to eliminate the iPod lineup(or parts).
post #62 of 68
Take notes Samsung, Microsoft %u2013 this is how you do an ad that people actually care about! Google has tried to copy this approach, but unfortunately they don't make an actual product yet that people care about.
post #63 of 68
It is a very nice spot, but ruined when dissected (either positively or negatively). Are u all incapable of enjoying something without using it to attack someone?
post #64 of 68
Quote:
Originally Posted by Curtis Hannah View Post

This is showing the iPhone as there best iPod and may be there first stage to eliminate the iPod lineup(or parts).

They've been saying that about the iPod classic since ... How long?
post #65 of 68
At 0:22, the guy put the EarPods in the wrong ear (left in right and right in left - look at the remote & mic)
post #66 of 68
I appreciate how well crafted your review of the ad is. But you misrepresented a couple things...
1) the opening shot is not an otherwise gray background %u2013 it seems like golden aura of rising sunlight is given to the entire shot deliberately, not to mention her Tshirt is also bright white, the result is the iconic earbuds seem to be more a part of her rather than a standout element. But the simplicity of the shot and earbuds speaks volumes and does allow the earbuds to almost whisper at us visually.

2) You ignored a very interesting shot of the iPhone being shown while its owner was in the shower, leading to a curious and nuanced moment of the owner drying their hand quickly while still in the shower before touching the screen (which is very visible) and almost opposite of the white earbuds in the opening shot, adds a splash of color to the foggyness of the shower. The iPhone isn't connected to anything leaving you to assume that Apple is implying the speakers are loud e ough to be heard over a shower or that the phone is wirelessly connected to unseen loudspeakers. Either way a fabulously crafted shot that deserves calling out I would think.

3) the ad seems to be bookended by an opening shot with sunlight and a closing shot at night, someones day starting and someone's day ending. A silent message that iPhone gives you music every day %u2013 and all day.

Indeed Apple is deliberately crafting their ads to raise the bar and stand apart from the usual noise their competitors bombard us with %u2013 analogous to how Apple has positioned their devices against the chaotic market of clones and feature-boasting. Your description is dead on. Again, they are creating a new breed of ads similar to how they began a new breed of devices.
post #67 of 68

The tone and manner, the overall 'voice' of this ad is just excellent… together with the photo ad, it's such a great series so far. Very becoming of the Apple brand.

 

I do think the voiceover at the end could have been even simpler. For example, just this:

 

"Every day, more people enjoy their music on the iPhone…"

 

 

No need to compare it to "any other phone".

 

Just a thought. Still a great ad in any case.

post #68 of 68
Quote:
Originally Posted by radster360 View Post

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

They also pull out a stick and poke them in front of a queue of amazed people lined up for something.
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