Apple touts genius potential of Touch Bar-equipped MacBook Pro in new video spot
Apple on Thursday premiered a new video ad for the Touch Bar-enhanced MacBook Pro, marketing the computer as a "tool for all the ideas to come."
Called "Bulbs," the commercial intermixes footage of a trail of exploding lightbulbs with scenes of various inventions. These range from things like fire and the wheel through to robots, drones, and rockets.
Self-referentially, some shots include things like an iPhone, and Isaac Newton's discovery of gravity -- alluded to by an apple falling from a tree. Apple's original logo from 1976 depicted Newton's famous eureka moment.
The Pro itself doesn't appear until the last few seconds of the ad, when someone is shown using the Touch Bar to scrub through a video of an exploding bulb.
The first shipments of the new MacBook Pro began reaching the public earlier this week. Readers should check out the official AppleInsider review to see how the laptop fares in the real world.
Called "Bulbs," the commercial intermixes footage of a trail of exploding lightbulbs with scenes of various inventions. These range from things like fire and the wheel through to robots, drones, and rockets.
Self-referentially, some shots include things like an iPhone, and Isaac Newton's discovery of gravity -- alluded to by an apple falling from a tree. Apple's original logo from 1976 depicted Newton's famous eureka moment.
The Pro itself doesn't appear until the last few seconds of the ad, when someone is shown using the Touch Bar to scrub through a video of an exploding bulb.
The first shipments of the new MacBook Pro began reaching the public earlier this week. Readers should check out the official AppleInsider review to see how the laptop fares in the real world.
Comments
And possibly some will complain about the shot of a wind farm. People seem to hate them for some reason. Like our former treasurer who complained they were ugly, unlike the starkly beautiful coal-fired power stations dotted around the country.
Here's an idea of how the ever changing nature of the touchbar could be communicated. A bit like Apple's first tv ad for iTunes promoting the creation of personal playlists:
https://youtu.be/4ECN4ZE9-Mo
>:x
1) It's long, like many well produced ads that then get shortened to 30 seconds for commercial breaks. Only with special events on TV, like the Academy Awards or Super Bowl, or before a cinema movie, or online do we typically get to see the fuller vision.
2) The music is the famous William Tell Overture. It's not what I consider comical, but it was used on the "Lone Ranger" TV show. When I hear it I think of passion, drive, and urgency. I'm guessing that's the inspiration between the video that shows a small subset of what human ingenuity and innovation has achieved.
3) I'm not sure I follow what is grotesque by it, or if you're comparing the ad to MS Surface Studio (how?) or to an MS Surface Studio ad (which I'd like to compare with this ad). The exploding bulbs in a a row are showing ideas being realized which lead to other ideas. I think that's a good metaphor for what the Touch Bar is. In typical Apple fashion they've taken a bunch of things that already existed in some form and made something entirely new and useful from it.
4) I like that old ad showing off iTunes, but I'm not seeing how a bunch of musicians would communicate this new era for the Mac. Please explain.
People generally tend to associate the William Tell Overture to Loony Tunes and Mickey Mouse. I associate it to A Clockwork Orange!
What about someone walking from room to room? In each room you'd have different people with relevant tools showing up. The rooms would represent the apps, while the assistants represent the touch bar. Actually, a bit like Apple's intro video of WWDC 2015:
https://youtu.be/H1C9BeyD_e0
The key message would be the ever changing nature of the touchbar, making you feel like a boss, in total creative control.
>:x