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Meet Apple's New Chanteuse

French-Israeli Singer-Songwriter Helms New MacBook Air Spot

By Published on .

Artist: Yael Naim
Song: "New Soul"
Marketer: Apple
Agency: TBWAMedia Arts Lab
Feist? Who the Feist is that? Yael Naim is the new hotness.

In the first ad for Apple's wallet-spanking new laptop -- the MacBook Air -- the Parisian-born-Israeli-raised singer throws down a beautifully uncomplicated track called "New Soul." TBWAMedia Arts Lab achieves a neat symmetry between the visuals, mostly an envelope and a computer, and the song, mostly piano and vocals. When the mysterious hand -- does it's Nair-y smoothness creep anyone else out? -- reveals the display, Ms. Naim is flanked by a miniature brass band.

Like most of Apple's ads, "Envelope" is sleek and unadorned. It's a much different positioning than the iPod Touch or iPod ads and for good reason: living without wires might just make computing simpler. "New Soul" hits this unfussy note pretty accurately.

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