Apple's storytelling is on point once again, great Ad
Seems to me that even though the prominent message of this advert is clear, there is an underlying message which counteracts the one they're trying to get over.
The advert is fine. It's going to make a lot of people 'Aww', but for me, it just seems odd that this is one of the first Apple adverts to have any kind of mixed message at all. I would expect them to err on the side of caution rather than hope people won't be thinking all iPhone users are unsociable weirdos, which it could easily be mistaken for at the start.
I don't like the message of this video at all. It didn't pull any of my heart strings (call me a scrooge) a kid stuck to his phone all of christmas. He just seems disconnected from the rest of his family even if he is filming a secret video!
EDIT: He should of left his phone in his bedroom. http://www.youtube.com/watch?v=loWWoYeinlQ&feature=youtu.be
I think we get the point of the video, that is very plain, but what we are taking issue is that he wasn't experiencing any of these moments. He was observing them. We can't say whether or not he was enjoying himself during the rest of the time, but it sure looked like he was totally disconnected from the group. Even if he was secretly recording all these moments, he wasn't able to participate in them, and everyone around him didn't perceive him as being present.
That's about nailed on.
I see the clever twist they've gone for but for me it's saddening that as a society we all seem to be retreating behind various screens at the expense of genuine interaction with loved ones.
I can't remember who first mentioned the thing about people going to music gigs and spending the whole night watching a band through their phone screens being stupid but it's a similar thing for this to me.
I think that is one of the strengths of the ad though, it comments on the "disconnected" trend in society, your feelings about the ad all depend on where you stand on that issue. I can see both sides of the discussion.
One is that people have become increasingly disconnected from the "real world" experience, and live their real lives almost as an extension of the online persona they have created (see: what would instagram-me do?).
On the other side, one can see how technology allows him to capture what makes christmas great, its the small things. The baby and the christmas tree, the sweet kisses and smiles. It's experiences that might seem trivial, and is something that if you didn't treasure it there and then, it's gone forever. What the kid did was to actually get closer to his family by capturing the things they don't think too much about, and made them realize that out of all of them, he is the one who really treasures their company. It's like a father watching his son playing baseball or whatever, who is actually enjoying it more? The kid or the father?
Maybe it just comes down to if it hit you in the feels or not, It sure hit me.
Apple totally leaked a new iOS Camera feature there! This is very good news for people with VVS.
Sure that wasn't just a mistake?
I'm definitely not a fan of this ad at all. It's implying that since he ended up making a nice gift it doesn't matter that he wasted his time with his family. What's more important? Spending real time with people you love or documenting it so that you can view it later and maybe share it on Facebook? People need to truly live their life, not just try to capture it.
Damn. Was not prepared for all these feels.