Above is the full version of the iPhone 4 FaceTime commercial. I really do love this commercial for a number of reasons. On the surface this is a commercial about an iPhone app which really is not very novel considering all of their "there's an app for that" commercials and variations. However, this commercial is not really selling the app, but rather a defining feature of the new iPhone 4. It highlights a main differentiator between the new version and the 3GS (which you upgraded to not so long ago), and more importantly a feature that you do not get from just upgrading your OS.
Their focus on the unique selling proposition is not where the genius lies however. What I love about the commercial is the way that they are able to really showcase how the feature, and by extension the phone, enrich and contribute to you have a more fulfilling life. I know, this is super cheesy, but the creative actually makes me buy it. This is particularly impressive considering that we are currently in a state where much of society consider their mobile phones to be a necessary evil that we have to deal with. It is also executed in a much better way than the heavy handed AT&T commercials (you know the one where changing your train ticket on your quick phone leads to you meeting the woman you are going to marry and having a child that will become the first ambiguously ethnic President of the United States). I personally also love the song and the fact that they are able to convey this message using it as the only real audible component. Congrats to TBWA/Media Arts Lab LA for creating this. All, be on the lookout for all of the variations of this full version that are being rolled out.
Update: The new shorter versions of the FaceTime commercials are seriously lame. Telling the father you're pregnant over the phone is even more tacky than making out at a bar, and no one cares about your husband lying about how he hates your too short hair. In fact if you couldn't see him at least he wouldn't have to give convincing "FaceTime". I suggest a return to less dialogue and emotional music.
Their focus on the unique selling proposition is not where the genius lies however. What I love about the commercial is the way that they are able to really showcase how the feature, and by extension the phone, enrich and contribute to you have a more fulfilling life. I know, this is super cheesy, but the creative actually makes me buy it. This is particularly impressive considering that we are currently in a state where much of society consider their mobile phones to be a necessary evil that we have to deal with. It is also executed in a much better way than the heavy handed AT&T commercials (you know the one where changing your train ticket on your quick phone leads to you meeting the woman you are going to marry and having a child that will become the first ambiguously ethnic President of the United States). I personally also love the song and the fact that they are able to convey this message using it as the only real audible component. Congrats to TBWA/Media Arts Lab LA for creating this. All, be on the lookout for all of the variations of this full version that are being rolled out.
Update: The new shorter versions of the FaceTime commercials are seriously lame. Telling the father you're pregnant over the phone is even more tacky than making out at a bar, and no one cares about your husband lying about how he hates your too short hair. In fact if you couldn't see him at least he wouldn't have to give convincing "FaceTime". I suggest a return to less dialogue and emotional music.
0 comments:
Post a Comment