Artist: Yael Naim
Song: "New Soul"
Agency: TBWAMedia Arts Lab
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.