Sometimes Apple's demo spots for the iPhone are charming; other times they can feel cold. The recent ones, with the rapid-fire word jumbles and cheerleader-style chants, had an odd, rah-rah vibe to them, which came across as sterile (a danger within Apple's already minimalist environment of purely imagined space). Coincidentally or not, TBWA\Media Arts Lab goes all warm and fuzzy in its latest iPhone spot, "Photos Every Day," which leaves the stark white background behind and reenters the real world. With a quiet piano playing, the 60-second ad shows scene after scene of people using their iPhones to take photos—of their friends, of their family, of nature, of themselves. The spot subtly demonstrates some product features (cropping, zooming, taking panoramic shots) but mostly shows people, and lives being lived. Likewise, the voiceover at the end is broader than usual: "Every day, more photos are taken with the iPhone than any other camera." Apple doesn't often use this line of argument—that you should do something because everyone's doing it. (Through most of its history Apple said the opposite—that you should do something because no one's doing it.) But that's Apple now—no need to think different if the best product happens to be the market leader. And the evocative tone of the latest spot is striking a chord. It's the first Apple ad in a while to top 1 million views on YouTube. Credits below.
CREDITS
Client: Apple
Spot: "Photos Every Day"
Agency: TBWA\Media Arts Lab
Chief Creative Officer: Duncan Milner
Executive Creative Director: Eric Grunbaum
Group Creative Director: Chuck Monn
Associate Creative Director, Art Director: Antoine Choussat
Associate Creative Director, Copywriter: David Young
Art Director: Anthony Williams
Executive Producer: Eric Voegele
Agency Producers: Perrin Rausch, Rob Saxon, Chris Shaw, Trang Huynh
Production Company: Epoch Films
Director: Everynone
Editorial Company: Nomad Editing
Editors: Jared Coller, Mike Benecke
Postproduction Company: The Mill
Lead Flame Artist: Edward Black
Colorist: Adam Scott