Working Up

by Dwayne Phillips

This Apple ad is deep in several aspects.

Here is a precedent for this blog: a video inserted and on top of that it is an advertisement.

To the reader, first watch the video, then read my comments.

Apple Family Christmas Ad

(1) There is the lost teenager in a big family of little kids. I have the impression that he is a child from his father and a woman who is not his father’s current wife. Double dejected teenager.

(2) The pocket computer that is a sensor. He carries around the sensor. Everyone assumes, at least I did, that he is consuming content – playing games, listening to music, watching videos, reading messages from his real friends.

(3) The pocket computer is a production machine. He pastes video clips together, edits them, and adds a sound track.

(4) The pocket computer as a presentation device. He sends his video to the big screen television in his grandparents’ house.

(5) Magic. It all works.

Apple hires people who know how to make these things. Touch the family while you promote the product. Show people what they can do and release the imagination.