Apple has always been all or nothing when it comes to color. "1984" was all doom and gloom with just a flash of red running shorts. "Think Different" was mostly black and white. The TV work, from "Switchers" to "Get a Mac" to most iPhone demos, has been lots of stark white. And yet Apple loves color—from the five hues of the original iMac through all the gloriously vibrant iPod advertising. Now, Apple can celebrate color again, with the iPhone 5C (the C itself stands for color), and here's the first commercial for it—a trippy, drippy little production that visually enlivens a brand that's seemed quite ashen of late. Seemingly taking its cues from candy advertising, the spot shows the phones solidifying into shape out of flowing liquid—in footage that would make Nestlé proud. Perhaps this is why the phone is priced lower. In a pinch, you could try eating it.
