https://www.youtube.com/watch?v=R27KHLQ0cIU
Apple dropped several great new ads for its new iPhone, based on the tagline “Practically Magic”, highlighting low light camera and other features. Anyone getting the new phone?
Via Adweek:
Apple broke a pair of iPhone 7 commercials during the Emmy Awards on Sunday night, advertising the latest incarnation of the device with the line: “Practically magic.” The spots push two improvements in particular—the camera’s upgraded abilities in low light, and the phone’s overall new water resistance.
The low-light camera benefit got the prime placement—a 60-second spot (from TBWA\Media Arts Lab) which, aptly enough, features some of the best lighting we’ve seen in a commercial in some time. The plot concerns a skateboarder who goes for a midnight ride, snapping pics along the way of everything from moths around a lightbulb to a deer strolling around a gas station.
The spot also hints briefly at the phone’s water resistance, as our hero takes presumably rather more dubious footage for posterity of some lawn sprinklers that he cruises through early in the ad.
The music is “In a Black Out” by Hamilton Leithauser and Rostam, and it’s one of those tracks that people will seek out just from the commercial. On that front, the timing couldn’t be better, as the album, I Had A Dream That You Were Mine, is being released this week.
The other spots:
https://www.youtube.com/watch?v=rTFPB4OUqrM