The new ad features an interactive grid of eight patterns, each of which plays a different video that uses the design of the iPhone 5c and its case to create an animated scene. In one, red circles on a yellow background bounce around like dodgeballs until they form the grid of circles seen on the back of the iPhone 5c case. The iPhone is revealed and a tagline associated with the scene, such as “gotcha” on the dodgeball version, appears with an iPhone 5c logo.
Other scenes in the ad include a white iPhone and black case creating the illusion of camera flashes in the dark with the tagline “Catwalk,” and a yellow iPhone with a black case playing Tetris with shapes made from the circles. That one features what is probably the most poorly-chosen tagline: “Please try again.” Not the most inspiring marketing message.