Face Time is not only a cool feature, but it was a gift to Apple‘s ad agency as well.
TBWA\Media Arts Lab, which handles Apple’s advertising, took the idea of displaying a touching moment via Face Time and ran with it. Apple’s ads have used a variation on that theme about a half a dozen times, and why not? It gets to the heart of Apple’s technology-with-emotion brand positioning.
The rest of the ads, compiled by Unruly Media, show how iPhone advertising has evolved over the years. For instance, it’s hard to imagine Apple repeating the espionage theme in the 2009 ad for the iPhone 3G S shown here, and chances are you forgot all about Apple’s initial teaser ad for the iPhone, which ran during the 2007 Academy Awards.
Meanwhile, we can only guess if consumers will care enough about the iPhone 4S to propel this video into millions of views. The actual ad or ads for the 4S should be hitting any moment. As was the case on Tuesday, everyone will be watching to see if the company has missed a step. The videos below offer a good benchmark for comparisons.
“Introducing the iPhone 4”
Apple design guru Jonathan Ive and Greg Joswiak, vice president of iPhone product marketing, star in this six-minute celebration of the iPhone 4. It’s a measure of Apple’s appeal that a video of this length featuring execs discussing optical lamination could achieve 3.2 million views.
Apple’s typically offbeat choice of music -- in this case Louis Armstrong’s “When You’re Smiling” -- adds a layer of emotional appeal to this pitch for Face Time.
“Under the Covers”
Christmas cheer, enabled by Face Time. And hey, wouldn’t an iPhone 4 make a great Christmas present?
What does a retina display mean? Here’s a pretty good demonstration.
A feature you don’t hear about much, AirPlay lets you play music from your phone on your stereo or look at photos and videos on your TV.
“Face Time 2”
Another upbeat pitch for Face Time.
It’s hard to make an exciting commercial about battery life, but Apple tries its damnedest.
A dad makes his teen daughter smile, and it ain’t easy.
Apple celebrates new service on Verizon as well as AT&T with this ad, which employs Johann Strauss’s The Blue Danube.
Another key selling point -- apps -- is highlighted in this ad.
Similar to “Smile,” here a girl gets a new short haircut and gets reassurance via Face Time.
Another human moment expressed via Face Time. This time, a man sees his granddaughter for the first time.
Going back a ways, this ad presents the 3Gs with a Mission: Impossible-style plotline in which an unseen interloper gets busted trying to decode the phone’s secrets.
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“iPod + iTunes”
A key “If you don’t have an iPhone” selling point: You get iTunes and a built-in iPod.
Another variation on the “Touching Moment Conveyed Over Face Time” shows a woman telling her husband she’s pregnant. It would be easier to be cynical about it if the ad wasn’t so well done and the acting so convincing.
What else can you do with your iPhone? Play games, of course!