Following commercials for the iPhone 5's Music and Photos apps, Apple's "Every Day" campaign is back today with a new television ad called "FaceTime Every Day". As we expected, the commercial -- available on YouTube and Apple's website -- focuses on FaceTime video calling.
The new commercial, similarly to Music Every Day, isn't primarily aimed at highlighting the technology behind FaceTime or the features of the app; rather, it emphasizes how FaceTime can seamlessly fit into everyday life and turn remote "face to face communication" into something worth enjoying and remembering. Something as natural as talking to another person, but made possible by technology.
A girl shows her engagement ring to, perhaps, her mother or a friend who's not there with her; a man sends a kiss to his significant other (after having made sure nobody is watching); bits of life around the world -- fireworks, an empty apartment, kids playing in the backyard -- are shared with FaceTime.
There is no feature checklist. There are no flying robots in a post-apocalyptic scenario or references to wives and Tegra chipsets. The simple idea of connecting people is the checklist. "Every day, more people connect face to face on the iPhone than any other phone". There's no mention of FaceTime in the commercial, because there doesn't need to be: "FaceTime" may be in the ad's name, but the iPhone experience is the product being advertised.
We have embedded the commercial below.