‘Misunderstood’

Clever new ad from Apple. Might be their best spot all year.

Update: Two things. First, I’ve asked around and a little birdie tells me that the footage for the kid’s video was actually shot using an iPhone 5S. I thought so, but impressive nonetheless. Second, as several observant readers have noted (I love that DF attracts such pedants), yes, there’s a mismatch in orientation — our protagonist is always shown holding the iPhone in portrait, but his video is comprised entirely of footage shot in landscape. I say forgive this slight cheat, let’s not niggle — it helps sell the twist, and it’s a damn good twist.

Update 2: “Teddy told me that in Greek, nostalgia literally means ‘the pain from an old wound’. It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a space ship — it’s a time machine.”

Update 3: Apple has posted the entire two-minute “A Harris Family Holiday” film from the ad, “shot entirely on iPhone 5s”.

★ Tuesday, 17 December 2013