Apple TV Commercial
The other day I saw Apple’s new spot for Apple TV and I was really impressed by it and at first I didn’t really know why. It just felt right, everything was very comfortable and fluid.
I had to go online and check it out again. After playing it back in slow motion it started to be come clear. Apple had cast me in the spot and shot it in my house. Or at least the house I’d love to have. The bookshelves are overstuffed with books, yet everything is very orderly. All my designer furniture is there along with the cute molded plywood scooter for my son on the white shag rug that I’ve been meaning to buy. There’s a beautiful yard outside with wonderful greens and a thoughtful wood bench and so on.
It’s all perfect. But it goes beyond just the contents of the scene. The way it’s shot is very smooth. The lighting, the choreography, transitions all of it.
I’m a big Apple fan, but I’m by no means one to blindly praise them. I think what impressed me most about this spot was how deceivingly simple it is.
April 13th, 2007 at 10:02 am
I find the following fact simply stunning: even though I work in marketing/advertising, and I know that creating empathy and weaving a story by means of covert ideas (objects, ambiance, sound) is simply a way to draw me into my consumer buy mode, I am entirely (hook, line, and sinker) drawn to this ad.
Memo taught me a new disgusting term for this: passion points. As in: “this ad really targets the passion points of our demographic.” Indeed.
However, I do like to reward good attention to detail…