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Apple continues 'Powerful' campaign for the iPhone 5s with new 'Dreams' spot

post #1 of 61
Thread Starter 
Apple on Saturday unveiled "Dreams," the latest in its ongoing series of television advertisements touting the versatility of the iPhone 5s and the wide range of third-party applications and accessories compatible with the handset.




As has become Apple's custom with its iOS advertising, "Dreams" uses a series of short vignettes to focus viewers' attention on the broad array of ways in which people use the iPhone, rather than the device itself. The ad is set to Jennifer O'Connor's When I Grow Up.

It opens with what appear to be two college students using the Vaavud Wind Meter to capture weather data before recording it on a MacBook Air. In another, an artist uses Olloclip's 4-in-1 Lens System and the built-in Camera app as a magnifying glass while she sets a stone into a piece of jewelry.



Other scenes depict a local fire department responding to an emergency call with Response Deck; a doctor using iTranslate Voice to seek a mother's permission to check her child's pulse; an equine veterinarian giving a horse a check-up with Veterinary AliveECG; a pilot navigating with ForeFlight Mobile; scientists analyzing the water composition of a remote river with SAM-1; and an artist painting a mural by combining the built-in Photos app with a digital projector.

"Dreams" is the fourth spot in the app-focused campaign that began in April, following "Powerful", "Strength", and "Parenthood".
post #2 of 61
The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note.

Who's coming up with this pap at Apple..... Ugh.
post #3 of 61
Or would you rather be spinning through your bedroom into a taxi that takes you to your magical dancing office with your Surface Pro? Apple's latest set of ads shows real people doing real things that matter. Microsoft's are silly and Samsung's are vindictive.
post #4 of 61
Love it!!!
post #5 of 61
Quote:
Originally Posted by jpellino View Post

Or would you rather be spinning through your bedroom into a taxi that takes you to your magical dancing office with your Surface Pro? Apple's latest set of ads shows real people doing real things that matter. Microsoft's are silly and Samsung's are vindictive.

I guess musical taste differs a great deal from person to person.
post #6 of 61
Quote:
Originally Posted by anantksundaram View Post

The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note.

Who's coming up with this pap at Apple..... Ugh.

This "living a life of dreams" theme has been on for at least a couple of weeks, in SoCal anyway, so,

I'm not understanding the 'released Saturday' thing...

At first I felt the same about the music, but, as so often happens with Apple's ads, it grew on me, in a sort of hypnotic,

comforting way.  And I've been a fan for a long time of Apple's approach to actually showing people doing

cool stuff with any or all of their devices, in contrast to most of the 'competition', so I generally have to 'agree to disagree' about the ads - sometimes you just have to accept that they are aimed at a broader, less edgy sensibility than perhaps your own, i.e., the rest of us;).

post #7 of 61
Quote:
Originally Posted by anantksundaram View Post

The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note.

Who's coming up with this pap at Apple..... Ugh.

 

I must have missed the unnecessarily defensive note.  It ends with "...when I grow up."  How is that defensive?  Or are you speaking of a musical note?  Or the final scene of people poling along a waterway in boats?  Where on earth are you coming up with anything at the end of this ad that could be considered defensive?  I'm not picking up what you're putting down.  

 

Oh, and the music is light and positive.  Maybe you had a bad week in the market that's affected your perception this morning?

I have enough money to last the rest of my life. Unless I buy something. - Jackie Mason
Never own anything that poops. - RadarTheKat
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I have enough money to last the rest of my life. Unless I buy something. - Jackie Mason
Never own anything that poops. - RadarTheKat
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post #8 of 61
These commercials and the links to the apps are great. There are so many things the iPhone can do as a tool that it's more than just a phone or a portable internet device.

I have a cheap eight dollar 60x microscope add-on for my iPhone5. I amazed people at work with the pictures it took.
post #9 of 61
Quote:
Originally Posted by anantksundaram View Post

The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note.

Who's coming up with this pap at Apple..... Ugh.

I didn't hear anything defensive about the music but I did the music to be dull, forgettable, and energizing. I didn't think it meshed well with the inspiring clips.

"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 #10 of 61
man all of those people using their iPhones with no cases near water freaks me out!
post #11 of 61
If the choice is between this and that Beats/Siri ad then by all means please stick with this.
post #12 of 61
Quote:
Originally Posted by Eriamjh View Post

These commercials and the links to the apps are great. There are so many things the iPhone can do as a tool that it's more than just a phone or a portable internet device.

I have a cheap eight dollar 60x microscope add-on for my iPhone5. I amazed people at work with the pictures it took.

Just saved it to my Amazon Wishlist. Thanks.

 

post #13 of 61

I just watched all three ads and thought they were excellent! Real people doing real things with an amazing product. 

 

P.S. Thanks Ai for putting the links in the article for the apps. Really appreciate it. 

 

P.S.S. Am I a complainer if I complain about all the people complaining on Ai? Cuz it brings me down lads! :)

post #14 of 61
Interesting that most dont use a case in the spot.

Please update the AppleInsider app to function in landscape mode.

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Please update the AppleInsider app to function in landscape mode.

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post #15 of 61
The problem with these ads is they only show the iPhone doing things that EVERY other smartphone on the market does. And what firestation uses an iPhone to manage emergency calls? Cmon Apple. This is garbage.
post #16 of 61
Quote:
Originally Posted by RadarTheKat View Post

I must have missed the unnecessarily defensive note.  It ends with "...when I grow up."  How is that defensive?  Or are you speaking of a musical note?  Or the final scene of people poling along a waterway in boats?  Where on earth are you coming up with anything at the end of this ad that could be considered defensive?  I'm not picking up what you're putting down.  

Oh, and the music is light and positive.  Maybe you had a bad week in the market that's affected your perception this morning?

I felt the exact same way as you. I was typing up a very similar response, but when I saw yours (which happened to be much better written than mine), I just decided to quote you instead.
post #17 of 61
Quote:
Originally Posted by christopher126 View Post
 

I just watched all three ads and thought they were excellent! Real people doing real things with an amazing product. 

 

P.S. Thanks Ai for putting the links in the article for the apps. Really appreciate it. 

 

P.S.S. Am I a complainer if I complain about all the people complaining on Ai? Cuz it brings me down lads! :)

Yeah, I think AI must have an agreement with google or something. I can't understand why else  they would always link to the youtube posting of these ads.

I always just go to Apple's website itself for the "Full True Experience" :D All the Apps are featured right below the ad.

http://www.apple.com/iphone-5s/powerful/

 

As for complaining; Sadly, that's the main use of comment boards. (maybe the entire internet)

post #18 of 61
Quote:
Originally Posted by MacVicta View Post

If the choice is between this and that Beats/Siri ad then by all means please stick with this.

Yeah, that sounds good. Because what you like is more valid than what other people like. And we all know Apple can't do more than one thing. so… yeah.

post #19 of 61
Good ad, better then beats.
post #20 of 61
Quote:
Originally Posted by BobSchlob View Post
 

Yeah, I think AI must have an agreement with google or something. I can't understand why else  they would always link to the youtube posting of these ads.

I always just go to Apple's website itself for the "Full True Experience" :D All the Apps are featured right below the ad.

http://www.apple.com/iphone-5s/powerful/

 

As for complaining; Sadly, that's the main use of comment boards. (maybe the entire internet)

Hey good idea, Bob. I'll go to Apple's website from now on. Thx. :)

 

"As for complaining....(maybe the entire internet)" made me smile. :)

 

Best

post #21 of 61
Quote:
Originally Posted by anantksundaram View Post

The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note.

Who's coming up with this pap at Apple..... Ugh.

 

Perfect and you are wrong, shows what the iPhone can do and that is all people care about in the end.

post #22 of 61
Quote:
Originally Posted by anantksundaram View Post


I guess musical taste differs a great deal from person to person.

 

That is where you are lost again, suffering from attention problems because you don't like the music Hmm....


Edited by Danox - 8/2/14 at 10:03am
post #23 of 61
Quote:
Originally Posted by anantksundaram View Post

I guess musical taste differs a great deal from person to person.

I thought the music was nice and very appropriate. The full version is here:

https://soundcloud.com/kiamrecords/jennifer-oconnor-when-i-grow-up

The ad series is about empowerment and the lyrics fit that theme:

"When I grow up
I’ll be the hero
Of my story book
I’ll start at zero
And rise and fall
And rise and fall again
My head, my heart
I’ll fly into the wind

When I grow up
The sun will greet me
And every day
I’ll meet it completely
I’ll catch each wave and swim until I’m tired
I’ll practice every move, so inspired

When I grow up I’ll be good and strong
I’ll create a world where I belong
When I grow up

When I grow up
I’ll be who I want to
I’ll take every turn
With purpose and see through
The ups and downs
The hills, the starry skies
The beautiful beginning and reprise

When I grow up"

I think this is much better than the chicken fat one and the best in this 'powerful' series.
post #24 of 61
Quote:
Originally Posted by anantksundaram View Post

The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note.

Who's coming up with this pap at Apple..... Ugh.
I don't mind the music. It is kind of reflective and thoughtful in tone, yet very non-offensive. All these Apple ads are very 'safe', aimed to please the masses rather than a tight niche market. The ad shows what is possible in an aspirational way, and the music makes it seem light and effortless. It helps remove all associated techy-ness. It is lifestyle and very far removed from documentary. All these ads should be seen as one. I am sure the style will change when the new phones arrive.
post #25 of 61

Could be fun to juxtapose this video with an "evil twin" version using Tom Waits "I don't wanna grow up" video by the great Jim Jarmusch.

post #26 of 61
Quote:
Originally Posted by BobSchlob View Post
 

Yeah, I think AI must have an agreement with google or something. I can't understand why else  they would always link to the youtube posting of these ads.

I always just go to Apple's website itself for the "Full True Experience" :D All the Apps are featured right below the ad.

http://www.apple.com/iphone-5s/powerful/

 

As for complaining; Sadly, that's the main use of comment boards. (maybe the entire internet)

 

Probably because you can't embed videos from Apple's website. God forbid AI try to make it convenient for us to watch the videos by putting them in the article.

post #27 of 61
There are 4 ads now. I want Apple to disown the Strength ad.

Hate hate hate hate it!
post #28 of 61

I agree with anantksundaram.

 

The visual part wasn't bad, but I don't like the music choice.

 

The same exact ad with a different audio and music background would have been better.

 

The music is too feel goody and too cheesy and I don't like the particular positive vibe that the ad conveys, because of the music choice.

post #29 of 61
Quote:
Originally Posted by Curtis Hannah View Post

Good ad, better then beats.

 

Oh hell yeah!

 

Even though I wasn't crazy about the music in this ad, it is miles above the abomination known as the Beats ad.

 

And just a FYI - I'm not picking on you or anything, but it's "better than Beats.", not then.

post #30 of 61
Guess some folks think music should make them feel like they're driving a Camaro. Living every hour of your day with a tune you can whistle accompanying your life ain't bad.
post #31 of 61
Contrived saccharine puss.
post #32 of 61
Quote:
Originally Posted by Youngluck View Post

The problem with these ads is they only show the iPhone doing things that EVERY other smartphone on the market does. And what firestation uses an iPhone to manage emergency calls? Cmon Apple. This is garbage.

First time post says it all. Please educate us on what other phone has all the hardware features and all the software apps that the iPhone 5s has because there isn't one even close. What are you, a  troll wanna be in training?

"A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools." Douglas Adams

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"A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools." Douglas Adams

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post #33 of 61
Quote:
Originally Posted by Realistic View Post

First time post says it all. Please educate us on what other phone has all the hardware features and all the software apps that the iPhone 5s has because there isn't one even close. What are you, a  troll wanna be in training?

Good points. What other smartphone has all these HW accessories for wide ranging real world uses?

"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

"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 #34 of 61
Quote:
Originally Posted by Realistic View Post

First time post says it all. Please educate us on what other phone has all the hardware features and all the software apps that the iPhone 5s has because there isn't one even close. What are you, a  troll wanna be in training?

I'm sure the OP says this quite a bit. lol.gif
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"Just because something is deemed the law doesn't make it just" - SolipsismX
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"Few things are harder to put up with than the annoyance of a good example" Mark Twain
"Just because something is deemed the law doesn't make it just" - SolipsismX
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post #35 of 61
Originally Posted by Youngluck View Post
This is garbage.

 

Yep, your post sure is.

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already f*ed.

 

Reply

Originally Posted by Slurpy

There's just a TINY chance that Apple will also be able to figure out payments. Oh wait, they did already… …and you’re already f*ed.

 

Reply
post #36 of 61
Quote:
Originally Posted by RadarTheKat View Post


I must have missed the unnecessarily defensive note.  It ends with "...when I grow up."  How is that defensive?  Or are you speaking of a musical note?  Or the final scene of people poling along a waterway in boats?  Where on earth are you coming up with anything at the end of this ad that could be considered defensive?  I'm not picking up what you're putting down.  

Oh, and the music is light and positive.  Maybe you had a bad week in the market that's affected your perception this morning?

I viewed it again. My bad. Looks like I misread the tag line at the end as 'It's more powerful than you think.' (It's "you're", not "It's" -- huge difference.) So, I take back what said about the 'defensive' note at the end.

The music still sucks.

Add: If you let short-term swings in the market affect your 'perception,' you've got far more serious issues to worry about. I view those as noise.
Edited by anantksundaram - 8/2/14 at 3:52pm
post #37 of 61

Not bad, but a little too frenetic. And how dare Apple presume to know what I think?

post #38 of 61
Quote:
Originally Posted by Danox View Post

Quote:
Originally Posted by anantksundaram View Post

I guess musical taste differs a great deal from person to person.

That is where you are lost again, suffering from attention problems because you don't like the music Hmm....

Not lost at all. I think that the sound is there with the visuals for a reason. Presumably because the person who did it thinks the two are synergistic.

When one of those is lacking (as the music does for me, in this instance), it does, indeed, detract from the other.

I am quite happy with my aesthetic choices, and am quite glad that they don't mirror yours.
post #39 of 61
Quote:
Originally Posted by Marvin View Post

Quote:
Originally Posted by anantksundaram View Post

I guess musical taste differs a great deal from person to person.

I thought the music was nice and very appropriate. The full version is here:

https://soundcloud.com/kiamrecords/jennifer-oconnor-when-i-grow-up

The ad series is about empowerment and the lyrics fit that theme:

"When I grow up
I’ll be the hero
Of my story book
I’ll start at zero
And rise and fall
And rise and fall again
My head, my heart
I’ll fly into the wind

When I grow up
The sun will greet me
And every day
I’ll meet it completely
I’ll catch each wave and swim until I’m tired
I’ll practice every move, so inspired

When I grow up I’ll be good and strong
I’ll create a world where I belong
When I grow up

When I grow up
I’ll be who I want to
I’ll take every turn
With purpose and see through
The ups and downs
The hills, the starry skies
The beautiful beginning and reprise

When I grow up"

I think this is much better than the chicken fat one and the best in this 'powerful' series.

The lyrics are fabulous. Thanks for that.

The voice, the rendition and the music do not do it justice. Also, many Apple consumers might see themselves as already grown up.
post #40 of 61
Quote:
Originally Posted by anantksundaram View Post
 
many Apple consumers might see themselves as already grown up.

I see myself as already grown up (and so would anybody else!) but I enjoy feeling like a kid. Buying Apple products brings out that feeling.

 

Marketing

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