Apple releases iPhone 5c ad first shown at last week's special event

Posted:
in iPhone edited January 2014
Apple has released an iPhone 5c television spot the company first showed off at its iPhone media event last week, highlighting the device's plastic shell in a variety of vibrant colors.

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The ad, titled "Plastic Perfected," is a bit of a departure from the most recent iPhone ads in that it focuses solely on the product, a style still used with the iPod lineup.

Set to Sleigh Bells' hit track "Rill Rill," the short 30-second clip shows an iPhone 5c being "built up" with liquified plastic seemingly poured into an invisible mold, hammering home that the phone is made of polycarbonate.

Unlike the last iPhone 5 commercials, which were powerful and contemplative, the iPhone 5c spot is all about the phone. Specifically, it's all about one feature of the phone: the plastic shell.



Ending the commercial is a flat black iOS 7 Apple logo and the text "Coming Soon."

Not much can be said about the ad aside from how divergent it is compared to Apple's recent direction in iPhone marketing. It can be assumed that the company is targeting a different demographic with the 5c spot, as it has a "fun" feel to it. Apple has yet to create a "feature" commercial for the iPhone 5s, though short snippets showing off the forthcoming handset's functions have been uploaded to YouTube.
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Comments

  • Reply 1 of 26

    Why did they wait this long? Presales have already started! I'm worried about Apple's competitiveness. Maybe they're bringing out the commercial because their presales were disappointing. Yeah, that must be it, because they obviously produced a commercial to only be shown at the keynote. /s

     

    (That's my prediction for this thread's direction)

  • Reply 2 of 26
    Love this commercial.

    Contrary to the article's spin, there is no mention of plastic in the ad. It's all about how... delicious the phone looks.
  • Reply 3 of 26
    jungmarkjungmark Posts: 6,870member
    Why did they wait this long? Presales have already started! I'm worried about Apple's competitiveness. Maybe they're bringing out the commercial because their presales were disappointing. Yeah, that must be it, because they obviously produced a commercial to only be shown at the keynote. /s

    (That's my prediction for this thread's direction)

    I would have also accepted: Apple releases ad in desperation mode or where's the innovation in this ad or Panic Attack: the mostly true story of Apple's failed iPhone ad.
  • Reply 4 of 26
    Best little ad from Apple in ages. Makes me want a 5C. If you don't think this phone is going to be a massive hit, I've got some Microsoft stock to sell you.

    And as a sort of parenthetical thought, this ad just underlines for me the feeling that Apple is really going to wield that "seamless integration" stick like a mace against Google and Samsung in the coming months and years -- in new and current product categories. I really feel great about Apple, and I like where this new stuff is going. To quote a great film, "the board is set, the pieces are moving."
  • Reply 5 of 26

    Love the yellow.  No wonder it sold out first.

  • Reply 6 of 26
    I strongly believe that their presale was disappointing. I was ready to purchase one if the price was set to maximum of $425. At $550 even $499 I decisively reject to buy. And this is my personal opinion. How about the other?
  • Reply 7 of 26
    semanka wrote: »
    I strongly believe that their presale was disappointing. I was ready to purchase one if the price was set to maximum of $425. At $550 even $499 I decisively reject to buy. And this is my personal opinion. How about the other?

    Suuuuuuure you were "ready to purchase". LOL!
  • Reply 8 of 26

    I dunno why, but I think this should be a commercial for Windows 95. The captions make it work <img class=" src="http://forums-files.appleinsider.com/images/smilies//lol.gif" />:

     

    image

  • Reply 9 of 26
    The ad focuses on the iPhones being [B]made[/B] of colour, no cross-sections of circuit boards, chips, no exploded multi-part home button (obv for good reason); there is a strong focus on the technology disappearing to appear to be constituted as a whole object.

    This is how iPods have always been marketed, not as tech with CPUs, components and parts, but as a hardware interface, an integrated tool for solving a problem. In this case, the problem for many potential customers will be owning a phone that runs Android, [B]not[/B] the hardware itself; Apple is representing both hardware and software as a cohesive, fluid, whole, clearly playing to their strengths.

    A shared software platform between vendors will increasingly become an albatross preventing differentiation for manufacturers who have found being under a shared brand doesn't drive sales; that even extensive skinning and interface tweaks cannot compete with truly custom software, written well.

    The design of these phones, IMO, sorely beats the 3GS in blocky simplicity, and gracefully avoids the complicated designs of the iPhone 5/s & touch with their RF windows and melange of materials.

    [B]First iOS devices without a metal bezel[/B]

    Very similar to the golden iPhone 5s intro video in style, but fits the 5c a lot better due to the above design considerations
  • Reply 10 of 26
    Quote:
    Originally Posted by TimmyDax View Post



    The ad focuses on the iPhones being made of colour, no cross-sections of circuit boards, chips, no exploded multi-part home button (obv for good reason); there is a strong focus on the technology disappearing to appear to be constituted as a whole object.

     

    No offense, and I agree with what you said, but you slightly sound as if you had a little Jony for breakfast.

  • Reply 11 of 26
    dreyfus2 wrote: »
    No offense, and I agree with what you said, but you slightly sound as if you had a little Jony for breakfast.

    Sounds like someone who is pretending to sound like Jony.
  • Reply 12 of 26
    Quote:

    Originally Posted by dreyfus2 View Post

     

     

    No offense, and I agree with what you said, but you slightly sound as if you had a little Jony for breakfast.


     

    You're gross. 

     


    I liked the ad just fine and I haven't liked an Apple ad in ages. It also caused me to discover music I happen to love at the same time. 
  • Reply 13 of 26
    Quote:
    Originally Posted by Suddenly Newton View Post

     

    I dunno why, but I think this should be a commercial for Windows 95. The captions make it work <img class=" src="http://forums-files.appleinsider.com/images/smilies//lol.gif" />:

     

    image


    Holy crap, that was hilarious.  And got a flash back of 2001 with windows 2000, always had a problem with the boot manager error.  Thats when I'd go full Tourette 

  • Reply 14 of 26
    Love this ad! It's fun, catchy, and makes me want to buy the product without saying a word.

    Frankly, Apple ads of late have kind of sucked. Too self congratulatory and appealing only to the existing Apple fan base. Whoever made this one should do all their iPhone/iPad ads.
  • Reply 15 of 26
    gtrgtr Posts: 3,231member

    No way. Wei.

     

    Best lines in the ad.

  • Reply 16 of 26
    rogifanrogifan Posts: 10,669member
    I like this ad. Still think the 5C is overpriced. ;)
  • Reply 17 of 26
    rogifan wrote: »
    I like this ad. Still think the 5C is overpriced. ;)

    Me too!

    Great ad for Apple though!
  • Reply 18 of 26
    Quote:
    Originally Posted by blackbook View Post





    Me too!



    Great ad for Apple though!

     

    This is a fun product. But at these prices, it should have the same processor as the iPhone(s)

  • Reply 19 of 26
    Quote:
    Originally Posted by macminiwii View Post

     

     

    This is a fun product. But at these prices, it should have the same processor as the iPhone(s)


     

    Yeah. When someone people look at the prices of Hyundai, they also feel they should get the same engine as in a Merc Benz.

  • Reply 20 of 26
    Quote:
    Originally Posted by StruckPaper View Post

     

     

    Yeah. When someone people look at the prices of Hyundai, they also feel they should get the same engine as in a Merc Benz.


     

    Wrong! Nobody thinks like that. Try again!

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