Ken Segall, author of Insanely Simple, comments on Apple’s new “Photos Every Day” ad:
What this commercial does so well is capture the human side of technology. It’s a reflection of daily life, and it’s easy to see ourselves in it. The ad shows us how essential our phones have become, enabling us to capture the people, places and images we don’t want to forget.
Apple commercials aren’t new to this kind of theme. But I agree — Photos Every Day is one of the best ever made.
Apple today aired a new iPhone commercial called Photos Every Day, which, as the name implies, focuses on one of the iPhone’s core features: taking pictures.
The ad doesn’t follow the tone of Apple’s latest upbeat commercials, but instead marks a return to the company’s old iPad and FaceTime commercials with a slow music playing in the background, a single voiceover at the end, and, more importantly, a distinctive focus on the people using Apple products.
In the one-minute commercial, people are seen taking pictures of food, everyday situations, their kids, concerts — everything. The message is clear: either with the default camera or Instagram (also shown in the ad), in landscape or portrait, as normal shots or Panorama pictures — the iPhone is your everyday camera. This is corroborated by the tagline at the end: Everyday more photos are taken with the iPhone than any other camera.
Earlier today, Apple aired two new iPhone commercials called Brilliant and Discover. The videos are available both on Apple’s website and YouTube channel.
Like Apple’s latest iPad ad campaign, the iPhone commercials focus on third-party apps with no narration, and just a series of words quickly shown on screen alongside apps/media available on iTunes. For “Brilliant”, the words are “sweet”, “rise” and “brilliant” and content includes Apple’s Cards app, UP, Passbook, MyScript Calculator, and Philips’ hue (Philips announced an SDK today as well). For “Discover” the words are “rock”, “sharp”, and “discover” and content includes GarageBand, Maps, Infinity Blade II, Cleartune, Solar Walk, Yelp, and Shazam.
Apple has just released two new adverts for the iPad and iPad mini with a strong emphasis on the apps available for the devices. The adverts are different to many past iPad and iPhone ads in that there is no real narration, with just three words said in each.
The first, titled ‘Alive‘ features the words; ‘Loud’, ‘Deep’ and ‘Alive’. After each word is said, a number of apps related to the word are demonstrated. For example, after "loud", music apps are shown, a medical app showing the ear and a fashion app are demonstrated. The second ad, ‘Together’, features the words ‘Wild’, ‘Bright’ and ‘Together’. Both ads are described on Apple’s YouTube page as "With over 300,000 apps, iPad is up for anything you are".
Apple has today released a new advert for the 3rd generation iPad called “All On iPad”. It runs though a bunch of tasks that you can do, ‘all on iPad’ – highlighting apps such as iBooks, FaceTime, Keynote, Square, Real Racing 2 and iPhoto.
Read it. Tweet it. Be surprised, be productive. Make a sale, make some lunch. Make a movie night. Play a game or an old favourite.
Do it all more beautifully with the retina display on iPad.
Following yesterday’s announcement at WWDC, Apple today aired a new commercial for the MacBook Pro with Retina display during the NBA Finals in the United States. Still not officially available on Apple’s website or YouTube channel, we managed to find a recorded version on YouTube.
Perhaps not as emotional as Apple’s other commercials for the iPad and iPhone, the ad showcases the “radical new MacBook Pro with Retina display” loading various video streams in Final Cut Pro (which has been updated for Retina) and switching between Lion apps like Mail. The commercial ends with “innovation in every dimension”, a subtle hint at the machine’s redesigned hardware and software components that take advantage of the new display resolution.
You can watch the commercial after the break.
Update: The commercial is now available on Apple’s YouTube channel and website. (more…)
As noted by The Next Web, U.S. carrier Verizon Wireless aired a new iPhone 4S commercial featuring actor Samuel L. Jackson and Siri, the company’s virtual assistant for the iPhone 4S. Remarkably similar to Apple’s own ads in terms of style and message, the ad places Siri front and center, showcasing various functionalities of the software. Samuel L. Jackson asks his assistant to cancel appointments, create reminders, look up locations, and convert units to prepare for his “date night”. At the end of the commercial, the actor ironically asks Siri to take the night off, to which Siri replies “if you say so”.
Even more ironically, as depicted in the screenshots above, Siri really does reply to that command with a series of different answers.
Verizon Wireless’ official YouTube channel hasn’t been updated yet with the new commercial, and it’s not clear whether Apple’s official ad agency Chiat\Day may have been involved in the creation of the ad. You can check out an official embed after the break.
Update: It appears a full “Siri and celebrities” ad campaign is going live today. Another ad featuring actress Zooey Deschanel just aired as well, for carrier Sprint. It also seems like the same ads are airing with different carriers logo at the end, confirming the Samuel L. Jackson ad wasn’t simply a Verizon Wireless commercial, as initially suggested.
Update 17/4: Apple just posted the official versions of the ads on its website and YouTube channel. Find them below, or on Apple’s website (Date Night, Rainy Day). (more…)
Earlier today Apple posted a new TV ad on its website and YouTube channel, this time about iCloud. Carrying a new tag line “Automatic. Everywhere. iCloud.”, the commercial focuses on practically every functionality of Apple’s cloud service, from Photo Stream and Calendar sync to app downloads, Address Book sync, and iBooks. In particular, the ad shows the kind of integration that’s possible with iCloud — the video briefly touches upon Automatic Downloads from one device to another, and more prominently features Photo Stream for photos and calendar events synced across devices.
The YouTube description of the ad reads:
With iCloud, the stuff you love is everywhere you need it. Automatically.
It’ll be interesting to see whether Apple will start using this new “Automatic. Everywhere.” marketing slogan elsewhere. In the meantime, check out the video below. (more…)
Late yesterday Apple posted a new TV ad online that promotes The Beatles on iTunes. The ad, called “Covers”, is a 30 second piece that features a number of their album covers animating and morphing into one another to the tune of ‘Magical Mystery Tour’.
This enchanting illustrated book captures the same magical spirit found in the film. The Beatles’ journey to save Pepperland from the music-hating Blue Meanies is filled with surrealistic humor, wit, and clever references to The Beatles’ song titles and lyrics. In this iTunes exclusive, clips from the movie have been included throughout and can be viewed either embedded in the page or at full-screen. The book also contains interactive animations as well as sound effects and music clips.