Apple rolled out two 30-second spots for the iPhone 5 last night, just in time for the official start of the holiday-shopping season on Black Friday.
The first ad, titled "Turkey," showcases the phone's photo-stream app -- a cloud-based sharing feature -- as the ideal way to privately distribute holiday moments to family members. Naturally, the spot finishes with a photo of apple pie, because even precious family time will not stand in the of distributing photos of what we ate.
"Orchestra," meanwhile, promotes the iPhone 5's noise-reduction technology by having an orchestra adjust its dynamics during a phone call. A microphone on the back of the phone decreases the volume of peripheral noise in the case users are being disturbed by a nearby orchestra or feel compelled to answer a call during the symphony.
Both ads were made by TBWA's Media Arts Lab in Los Angeles.