Apple’s new iPhone ad is a gorgeous short film

This is my favorite iPhone ad, hands down. First, it’s instantly relatable. We’ve all done what’s depicted in this lovely little short, like snapping a beautiful meal or running to catch up with friends after photographing an impromptu moment. We’ve also felt the emotion of the parent cheering on his kid, the excitement of a rock concert or the trust in asking a stranger to photograph you.

Plus, the ad’s scenes and music create a lovely mood of playfulness and sentiment. All without being heavy-handed or maudlin. Congratulations, Apple. This is a world-class spot.

Microsoft’s confusing marketing of the Surface

wtfms

Boy Genius Report:

“The biggest reason this ad campaign is so dumbfounding, however, is that Microsoft is not some relatively small company like Nokia or BlackBerry  that has limited resources to devote to high-quality marketing campaigns. It is, in fact, still one of the world’s most valuable tech companies with a market cap well north of $200 billion. If it can’t create a good marketing campaign for what’s supposed to be a crucially important product, then you really have to question whether the company has its head on straight. “

As I said in February, if you were a business owner looking for tablets for your employees, would this make you want to buy Microsoft Surface Pros? I suspect it doesn’t. While dancing might be effective for the consumer ad, it’s confusing for a spot meant for business professionals looking to spend IT dollars in an extremely competitive market.