Apple introduced a quirky iPhone 7 ad on YouTube today called Dive. The ad features an older gentleman lounging by a swimming pool at what looks like a resort. As La Virgen De La Macarena begins to play, he turns up the volume, props his iPhone 7 up in a puddle of water on a table, and heads to the diving platforms. He hands his sunglasses to a girl as he climbs to the highest platform, pauses to glance down at a young woman sunbathing by the pool, and executes a perfect dive that splashes his iPhone. The spot ends with the tag line ‘stereo speakers on iPhone 7’ followed by, ‘practically magic.’ The clothing and slightly washed out colors of the video, which highlights the iPhone 7’s stereo speakers and water resistance, give it a vaguely old-fashioned, eccentric feel.
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New Apple Ad: Dive→
Apple Reveals Balloons Ad
Apple released another advertisement in its ‘practically magic’ series, focusing on the new effects that can be used with Messages. ‘Balloons’ begins with a single red balloon floating out the window of a house. The balloon travels across landscapes, through forests, swamps, and across a large body of water. Eventually, it’s joined by a second balloon under a rusted structure.
When the camera pulls back, it becomes apparent that the balloons are in Chicago. As the camera follows the balloons, they pass by several Chicago landmarks, including an ‘L’ train, the Chicago Board of Trade, and finally, the Chicago River near the Wrigley Building.
The scene cuts to an office where a woman is working. Balloons begin to blow into an open window as she receives an iMessage wishing her a happy birthday, which is sent with Messages’ new balloons effect, echoing the scene surrounding her. The spot ends with the camera pulling back to a wide angle view of millions of balloons rising among Chicago’s skyscrapers, including the Willis (née Sears) Tower with the tag line ‘expressive messages on iPhone 7.’
Previous spots have focused on iPhone 7 hardware features like its water resistance and camera. This is the first ad since iOS 10 was released that focuses solely on a new feature of iOS.
James Corden Stars in New Apple Music Ad
Airing for the first time last night during the 2016 Emmy Awards, Apple debuted a new extended 2 minute advert for Apple Music featuring James Corden.
The tongue-in-cheek advert sees a serious Corden attempt to pitch ideas for an Apple Music advert to Apple executives Jimmy Iovine, Bozoma Saint John, and Eddy Cue. Corden’s ideas range from the bizarre, with Corden impersonating famous musicians, to the melodramatic, swimming through 40 million Apples. The trio of Apple executives rebuff Corden’s extravagant ideas, simply pointing out that Apple Music is available offline, that there are over 40 million songs, and playlists are handpicked for users.
This is not Apple’s first collaboration with Corden. Earlier this year Apple bought the Carpool Karaoke scripted TV series which was based on the segment that began in the The Late Late Show with James Corden. Corden also appeared with Tim Cook in a Carpool Karaoke skit for the opening video of Apple’s September 6 keynote earlier this month.
Google Photos’ New Commercial→
Concise, effective, and relatable. Apple is helping Google make these ads by shipping 16 GB iPhones as base models in 2016.
Apple Airs New iPad Pro Commercial, Asks “What’s a Computer?”
Apple posted a new iPad Pro commercial today, highlighting the nature of the device as a new kind of computer.
The ad follows a simple model: it showcases common usage of an iPad Pro with accessories, apps, and system features that aren’t available on traditional computers. The video jumps from showing the Apple Pencil to mentioning the iPad’s touch screen, the detachable Smart Keyboard, and apps like Office and Procreate that offer unique functionality on iOS 9. At the end, iMessage in Split View and Picture in Picture (also two features of last year’s iPad-focused iOS 9 update) make an appearance.
In the narration of the ad, Apple explains:
Just when you think you know what a computer is, you see a keyboard that can just get out of the way. And a screen you can touch and even write on. When you see a computer that can do all that, it might just make you wonder – “Hey, what else can it do?”
The video closes with the tagline “Imagine what your computer could do if it was an iPad Pro”.
The iPad Pro’s new commercial comes at an interesting time for Apple. The company announced its latest iPad, the 9.7-inch iPad Pro, as the “ultimate PC replacement” for Windows switchers, but its upcoming iOS 10 update only includes minor iPad changes – a departure from iOS 9’s iPad breakthroughs. On the other hand, the iPad line recently returned to revenue growth after several quarters, likely thanks to the iPad Pro and its higher selling price.
Explaining to consumers how an iPad can be a PC replacement and, at the same time, a new take on desktop computing has always been one of Apple’s toughest propositions. This new iPad Pro commercial seems to start from the basics again, asking what a computer truly is and how it can be different. It’ll be interesting to see if a wider marketing campaign and more commercials will follow.
You can watch the video below.
Apple Releases ‘Moms’ TV Ad→
Having a good camera won’t make you a better photographer, but having a good camera with you all the time means you have a chance to capture something special when the opportunity presents itself. That’s the power of Apple’s Shot on iPhone series.
Today, Apple released a special 30 second Shot on iPhone television advertisement called ‘Mother’s Day.’ The ad features photographs of mothers and their children, including three short video clips. Each photo also lists the first name and last initial of the photographer who took it.
Apple Posts New iPhone 6s Ads Highlighting Touch ID, 4K Video
Apple aired two new iPhone 6s commercials earlier today, highlighting the 4K video shooting capabilities of the device, as well as the Touch ID sensor with various iOS app integrations.
In the 1-minute 4K ad, dubbed ‘Onions’, Apple imagines a scenario in which a young girl shoots a close-up video of her mother cutting onions that somehow turns into a movie phenomenon. In the ad, the ‘Onions’ movie even goes on to win an award (with a ceremony hosted by actor Neil Patrick Harris) with a tongue-in-cheek tone that, presumably, wants to communicate how the iPhone’s camera can be used to shoot high-quality footage – whether it’s an onion or an actual movie.
In the second ad, Apple follows the style of its previous, fast paced iPhone 6s commercials to focus on what can be done with Touch ID on iOS 9. The ad shows people paying for products with Apple Pay, starting a car with Touch ID in a dedicated iPhone app, logging into bank accounts, and more.
You can watch the ads below.
Apple Debuts New Apple TV Ad, ‘Father Time’
Actor Michael B. Jordan and NBA legend Kobe Bryant star in a new Apple TV commercial called ‘Father Time’ that highlights the Apple TV’s Siri integration. Bryant who announced his retirement at the end of the 2015-16 NBA season, sits down on a couch with Jordan and says “Siri, open the NBA app.” The app opens and the two begin watching footage of Bryant’s early career. Bryant explains to Jordan, “That’s the guy you’re playing in this movie, a cold blooded assassin.”
Jordan clearly has something different in mind. He grabs the remote and asks Siri to play The Curious Case of Benjamin Button and then to fast forward to 20:36 where he pauses the movie on an image of Brad Pitt as an old man and says “Now that’s the guy I’m playing in this movie”, at which point Bryant kicks Jordan out. The minute-long advertisement is funny and cleverly manages to incorporate both sports and movie content on the Apple TV, while also demoing some of the core Siri features on the Apple TV.
Apple Posts Apple Music Ad Featuring Taylor Swift
Apple posted a new Apple Music ad on YouTube earlier today, featuring Taylor Swift listening and singing along to Drake and Future’s Jumpman while running on a treadmill.
The ad, which is called ‘Taylor vs. Treadmill’ and was posted on Apple’s Beats 1 Radio YouTube channel, features the ‘Distractingly Good’ and ‘All the music you want’ taglines at the end as Swift falls off the treadmill while still continuing to rap along.
Most notably, however, the ad focuses on Apple Music’s support for Activity Playlists, which include selections of songs for various scenarios such as working out or relaxing at home. In this ad, the playlist picked by Taylor Swift is called #GYMFLOW.
You can watch the ad below or check it out on Beats 1’s YouTube channel here.