Originally Posted by Feynman
How do you figure it screams "you're not worthy of this product"? People watch movies to escape, and some watch them because they identify with the plot and the characters. Most people do not watch a movie and analyze the actors on the spot.
Think about it. The word "Hello" is one of the most common words of the English language. Next time you pick up the phone, tell me you will not be thinking of the ad...at least the first few times.
That's why I think they should replay the ad. It's catchy.
As soon as I saw Bob Incredible, I knew it had to be an Apple ad
Yeah, it was shown/known to those following the Oscars in general. Which is big in the US, and huge globally as well.
Movies are and have always been one of the USA's biggest exports, certainly a cultural export. Most people when they first visit the US they feel like they're in an "American movie". Like in SanFrancisco or NYC tourists seeing the steam rising from a manhole cover, and that instantly triggers, like ZOMG just like in the movies!! Also, you know, hanging out in say Venice beach and a few blocks away from the beach, some LAPD cars hurtling down a small lane. Then of course, those that work in California and other states that have very "liberal" hiring/firing policies, you get to see the "You're Fired!" or "I QUIT!" scenes of your co-worker, the very same day that happens, packing his stuff in a plain cardboard box. Daily life in the US, films being art imitating life, and so on, and a big cultural export around the world.
The best part of the ad? It can be targeted to various markets very easily. Cantonese --- "Wei??" ... Japanese --- "Konichiwa" (I presume) ... Mandarin --- "Ni Hao" ... Spanish --- "Que passsa amigo" (I presume... I really only know English).
I think most definitely they have had to clear all the clips with the studios. Shouldn't have been a problem because they're all tiny tiny clips of movies. But they would have had to clear the clips --- some just the movies, some using the image of the celebrity and the movie, depending on the whole rights usage stuff.
Even for the US-only audience, I felt "Hello" and the movie clips of people saying "Hello", in a chronological fashion, mostly, was cute, on message, on target audience (educated, male/female movie/celebrity enthusiasts, etc. etc.).
I would have preferred a bit more weighting of the ad on the actual product shot and the "Apple iPhone" words, but generally for the US audience, I think the product shot, "Apple iPhone" words, and logo, had sufficient airtime for a teaser for something to come really, 4 months away which is a LONG time.