t’s been a while since I can remember Apple making an ad that made me feel something, which is strange for a company with a long history of making evocative ads. The story goes that Steve Jobs himself labored over those old ads surrounded by his marketing team from Chiat Day. Of course, there was “The Crazy One’s” back in the 90’s. That ad is definitely in the Apple all time top three most evocative ads.
And remember those old iPod ads with the dancing silhouettes? Most of those were pretty amazing. As was the iPhone teaser which premiered during the Oscars in 2007. Apple used to make ads that weren’t a hard sell, they evoked the brand in powerful ways, whether they be funny, touching, or just plain epic. I miss those days and the feeling that Apple had a special place among companies. Maybe this new iPhone ad isn’t on the same level those old ads were, but first the first time in a long time, it made me feel something.
That said, the voice over tag line at the end isn’t great. I think a better tag would have been, “It’s been said that sometimes the best camera… is the one you have with you.” Just say’n.