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 aired a new iPad commercial during the 85th Academy Awards. The ad, focused on apps for photographers and video editors and iTunes Store content, also included a brief demonstration of Apple’s Maps showing a 3D animation of the historical Hollywood sign.
The new commercial uses the same style of the ones Apple aired a week ago. There is no narration, just a series of words quickly shown on screen alongside apps available on the App Store. The words that are spoken out loud are “lights”, “camera”, and “action”. The apps shown in the video include: iMovie, Pinterest, Apple’s iTunes Movie Store, MovieSlate, 8mm for iPad, Action Movie FX, and Instant. Movie Clips from Indiana Jones and Back to the Future are also shown in the ad.
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 aired its first new commercial of 2013: called “Dream” it features the Williamssisters playing table tennis with the main character. As with the previous iPhone 5 ads, the commercial features voiceover by Jeff Daniels. In the ad, Apple explains that with iOS’ Do Not Disturb your iPhone won’t ring (thus waking the character from his dream) unless it’s really important (Apple shows Do Not Disturb’s “allow from Favorites” setting).
Ever have a really cool dream? I’m having one right now. I don’t want to be disturbed; and I won’t, because before I went to sleep, I set this. Now my iPhone knows not to ring, unless it’s important. ‘Cause disturbing this would just be…wrong.
In a somewhat surprisingly unfortunate turn of events, several users reported today having issues with Do Not Disturb on the first day of the new year, with the feature not turning itself off automatically in the morning.
Just in time for Christmas, Apple has aired a new TV commercial for the iPad mini. Focused on FaceTime, the commercial shows a girl and her grandfather sharing a moment of holiday cheer with the girl playing and singing the classic hit “I’ll Be Home for Christmas”. As with the first iPad mini commercials, the device plays side-by-side with a bigger iPad, suggesting that, in spite of the smaller size, it’s just an iPad.
This isn’t the first holiday-themed commercial Apple aired this year, as just a month ago they launched “Turkey” to showcase the iPhone 5 and iOS’ Shared Photo Stream feature. A nice touch: there’s snow falling over the Apple logo at the end of the video.
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…)