Posts tagged with "commercial"

Apple Posts New ‘Photos & Videos’ iPhone Ad

Apple aired a new commercial as part of their "If it's not an iPhone, it's not an iPhone" campaign, this time focusing on the device's camera for photos and videos.

The entire ad showcases full-screen photos and videos taken on the iPhone 6, noting that "every day, millions of amazing photos" are shot with iPhone. Unlike other ads in the campaign, there's no mention of third-party apps – just the iPhone's camera and animations generated by photos and videos. Previously, Apple had featured iPhone photography with the "Shot on iPhone 6" initiative, which was later expanded to ads, films, and billboards across the world.

You can watch Apple's latest iPhone commercial below.

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Apple Posts New iPhone Advert: “Amazing Apps”

Apple's third advert featuring the new "If it's not an iPhone, it's not an iPhone" tagline was today posted online. The new advert, "Amazing Apps", focuses on highlighting the huge amount of apps ("over one and a half million") available on the App Store, and the notion that apps on the iPhone are "hand-picked" and "awe-inspiring".

This is an iPhone, and it comes with something amazing. An App Store with over one and a half million of the best apps available. That's over one and a half million, hand-picked, awe-inspiring, just plain surprising, who knew a phone could do that, apps. If it's not an iPhone, it's not an iPhone.

You can watch the new advert below the break, or on YouTube.

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Apple Posts Four New Apple Watch Commercials

Apple has posted four new commercials for the Apple Watch today, showcasing the device's capabilities for private communication and fitness, as well as a variety of third-party apps for international users. The new commercials follow the same stylistic choices and presentation of the first Apple Watch ads that debuted in April.

In the first two ads, called Closer and Goals, the company demonstrates how it's possible to stay in touch with others and achieve a healthier, more active lifestyle using Apple Watch. In Closer, Apple Watch use cases include Digital Touch, making phone calls, using the Watch as a remote for music, and even playing games. Rather than showing the Watch as a gadget that absorbs a user's time and attention, the message is that Apple Watch can bring people closer to each other in new ways.

In Goals, on the other hand, the company shows how the fitness tracking capabilities of Apple Watch can extend beyond workouts. From brisk walks to yoga and even filling the last three minutes of the activity rings with jumping jacks in the bedroom, achieving goals with Apple Watch includes workouts, but it can be more than that. Also in this case, Apple puts the focus on some of the fitness-oriented third-party Watch apps that have been released so far.

Lastly, in the Beijing and Berlin commercials Apple Watch is presented as a travel companion and a useful extension to the iPhone. While Apple has previously marketed the iPhone as a handy device for traveling thanks to its camera, built-in maps, and rich app ecosystem, the Watch is shown as having more or less the same role but in a more discreet and contextual fashion. These two ads are more focused on the story of Apple Watch as an everyday companion, and traveling to another city or country enables the company to easily condense features and apps in 30 seconds.

As I wrote when the first Apple Watch commercials were released:

Notably, the ads never dwell on each example too long, using multiple mini-stories to convey the glanceable, spontaneous, and brief nature of Watch interactions. With simple and elegant ads Apple is saying that the Watch is a device to get out of technology obsession and let apps come to us (and vice versa) only when necessary.

You can watch the ads below or on Apple's YouTube channel.

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The Story Behind “The Song”

Last week, Apple released a holiday commercial called The Song that tells a beautiful and simple story where Apple software and devices aren't the main characters.

Today, Apple has posted a “behind the scenes” video that shows how the song was recorded with a voice-o-graph and ported to GarageBand.

There's a few things I like about these two videos. The ad is powerful, and it focuses on what you can do with technology rather than what technology is. That's a strong message, and it's carried out subtly and elegantly through the video.

And I like that the Making Of shows Dana Williams' real dock (with Spotify in it) and the BioShock Infinite vibe of the voice-o-graph. This is a good follow-up to last year's video.

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Apple Airs New iPhone 6 Commercials – “Huge” and “Cameras”

Apple aired two new iPhone commercials last night, showcasing the new size of the iPhone 6 and iPhone 6 Plus as well the improved cameras on both devices.

Narrated by Jimmy Fallon and Justin Timberlake, the ads are called "Huge" and "Cameras". In the first ad, Fallon tries to explain the additions to the new iPhones with Timberlake simply remarking that they're "huge". In the second ad, they go into more detail about new features such as time-lapse mode, Slo-Mo at 240 fps, and image stabilization, showing various parts of iOS 8's UI from the Camera and Photos apps.

Apple announced yesterday that 10 million iPhone 6 and iPhone 6 Plus units were sold over the opening weekend, a new record for the company. You can watch both ads below.

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Apple Debuts New ‘Your Verse’ iPad Adverts

Earlier today Apple posted two more iPad ads as part of their ongoing 'Your Verse' series. These latest two ads feature Detroit community activist Jason Hall and the Beijing-based electropop musicians of Yaoband. The 'Your Verse' series of ads tell stories about how different people use their iPad in their own unique ways, not only through a 30-second ad, but also through dedicated webpages that tell their stories in more detail.

Part of the 'Your Verse' webpages are dedicated to highlighting the apps used frequently by those featured in the ad. For Jason Hall that includes Prezi, Penultimate and Phoster.

It began simply enough. Just 10 friends on a Monday night ride. Soon it was 20. Then 30. In its second year, the ride grew from 130 to 300 cyclists in two weeks. As the numbers increased, Hall turned to his iPad and made it the command center for all things Slow Roll. “We use it for everything we do, from mapping to communicating to ordering new T-shirts,” he says.

For Yaoband they use iMaschine to capture various sounds that they use in their performances, whilst also using iMusic Studio and iMPC.

Inspired by the pulse of life in modern China, they started by capturing audio samples with iPad and turning them into progressive beats. Nothing was sacred as they flowed in and out of musical genres, mixing electronica with rock, rap, and traditional Chinese songs. “We were just like scientists in a lab, trying many formulas,” says Peter. “Every single song was a surprise, because it was always better than I imagined.”

You can view the full ads below, or view them on the 'Your Verse' pages for Yaoband and Jason Hall.

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Apple Airs New “Parenthood” iPhone 5s Commercial

Apple aired a new iPhone 5s commercial today, focusing on parents using iPhone apps and compatible hardware devices in their everyday lives. The ad is called "Parenthood", and it aired on the seventh anniversary of the iPhone's launch in the United States on June 30, 2007.

The new commercial follows the company's theme of "You're more powerful than you think", highlighting the capabilities of the iPhone 5s and its rich ecosystem of connected apps and accessories. While the first ad in the series put the spotlight on health and fitness-related activities, Parenthood depicts common scenarios of parenting life from early morning with a Withings baby monitor and the MyTeeth app to late evening, when the iPhone's flashlight is used to find a misplaced toy before a little girl goes to bed.

Throughout the video, Apple highlights an array of devices such as WeMo, a Tractive dog collar, a Kinsa smart thermomether, and Parrot's wireless sensor for plants. The iPhone is shown both as a portable computer to record the life and moments of a family as well as a device with apps that bring family members closer together or teach young kids to brush their teeth or draw. As Matthew Panzarino notes, the iPhone isn't a passive experience or a surrogate for a parent. Apple suggests that empowerment from apps and accessories is subtle but powerful, naturally integrated in a modern lifestyle with an interplay of hardware and software. And like its previous Strength commercial, the iPhone's portability isn't a demanding burden -- whether it's trying to exercise while pushing a stroller or snapping macro photos of shellfish with an attached lens, the iPhone's form factor allows the device to be a constant enjoyable addition to our daily lives.

At WWDC, Apple introduced HomeKit, a new set of APIs for developers of hardware accessories with dedicated apps to plug into for better integration with iOS and standardization. With Strength and Pareenthood, Apple isn't just promoting the iPhone as a phone: they're advertising a platform of experiences revolving around the iPhone, which, as the campaign implies, is a powerful message, narrated through familiar and relatable stories.

You can watch Apple's new Parenthood ad below.

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