The new iPhone5 commercial is all about the photos

Apple is one of the most well known and appreciated global brands. But, after Steve Jobs' death, many wondered if the company is still able to maintain its success and followers. 

As an article from AdAge emphasizes, "the company's advertising, which has long been lauded as some of the best in the industry, has had a more mixed reception recently, thanks to unpopular ads such as the widely-derided Apple Genius campaign that ran in summer 2012 and the celebrity-studded Siri ads from a year ago. More recent commercials have featured loud - some might say obnoxious - music and shouting to call attention to the phone's apps." 

But, with the new one-minute ad for iPhone5, Apple tries to recreate the old atmosphere from its commercials. The product is placed in the center of the video and represents the key-element which connects the images and situations, over the dreamy sound of a single piano. And here comes the interesting part. The creators of the commercial switch the accent from the fact that Iphone is mainly a smartphone with multiple features (in fact, we all know that already) to the fact that its camera allows the users to capture the daily little joys in their lives, whether it is spending time with friends, enjoying some good food or visiting new places. The approach of the ad is obviously emotional, showing that the passion of sharing images and experiences bring people closer together. However, the claim that closes the video is quite bold, in order to bring up the iPhone5's popularity (not only among smartphones, but, also, among cameras) and to give a sense of pride to its users.

Even before the launch of the Apple's iPhone5 on September 2012, some parodies appeared in the online world, trying to make fun of the ways its photographic functions will be used. Those from The Verge website didn't forget them and, in an article that talks about the new ad, they observe: "Fortunately, none of the shots appear to include portrait video, though pictures of food and - sadly - concert video both make an appearance."

Alexandra Marta

Source:  AdAge, The Verge