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.
Unlock More with Club MacStories
Founded in 2015, Club MacStories has delivered exclusive content every week for over six years.
In that time, members have enjoyed nearly 400 weekly and monthly newsletters packed with more of your favorite MacStories writing as well as Club-only podcasts, eBooks, discounts on apps, icons, and services. Join today, and you’ll get everything new that we publish every week, plus access to our entire archive of back issues and downloadable perks.
The Club expanded in 2021 with Club MacStories+ and Club Premier. Club MacStories+ members enjoy even more exclusive stories, a vibrant Discord community, a rotating roster of app discounts, and more. And, with Club Premier, you get everything we offer at every Club level plus an extended, ad-free version of our podcast AppStories that is delivered early each week in high-bitrate audio.
Choose the Club plan that’s right for you:
- Club MacStories: Weekly and monthly newsletters via email and the web that are brimming with app collections, tips, automation workflows, longform writing, a Club-only podcast, periodic giveaways, and more;
- Club MacStories+: Everything that Club MacStories offers, plus exclusive content like Federico’s Automation Academy and John’s Macintosh Desktop Experience, a powerful web app for searching and exploring over 6 years of content and creating custom RSS feeds of Club content, an active Discord community, and a rotating collection of discounts, and more;
- Club Premier: Everything in from our other plans and AppStories+, an extended version of our flagship podcast that’s delivered early, ad-free, and in high-bitrate audio.