iPhone : Cheese
Apple makes a dig at Samsung.
Editor's Pick
TBWA/Media Arts Lab and Apple launch a set of four new commercials that show off the iPhone 5. In a series of cheekily voiced spots that each focus on one specific aspect of the phone, from its redesigned earbuds, panoramic camera and how thin it is, to why its screen size is absolutely perfect, not too big or too small. The last one might be a not-so-subtle dig at Samsung, who has been talking about its phone's massive screen for a while now, to show that when it comes to intelligent design, big isn't necessarily always better. We'd feel sorry for Samsung, but they probably had it coming.
While historically Apple hasn't shied away from digging at its competitors, most notably in the award-winning Mac vs. PC campaign, but this latest ad seems a new turn for its product demo commercials, which typically have let the devices speak for themselves. Could Apple be acknowledging that there's a new big threat in town?
Credits
- Date
- Sep 24, 2012
- Brand :
- iPhone
- Client :
- iPhone
- Agency :
- TBWA/Media Arts Lab
- Director :
- Mark Coppos
- Production Company :
- Greendot Films
- Director :
- Rebecca Baehler
- Chief Creative Officer :
- Duncan Milner
- Executive Creative Director/Production :
- Eric Grunbaum
- Group Creative Director :
- Chuck Monn
- Creative Director :
- Chris Ribeiro
- Creative Director :
- Yo Umeda
- Associate Creative Director, Art Director :
- Niraj Zaveri
- Associate Creative Director, Art Director :
- Masaya Asai
- Associate Creative Director, Art Director :
- Jay Berry
- Associate Creative Director, Art Director :
- David Zorn
- Associate Creative Director, Copywriter :
- Claire Morrissey
- Associate Creative Director, Copywriter :
- Marc D'Avignon
- Associate Creative Director, Copywriter :
- JD Jurentkuff
- Associate Creative Director, Copywriter :
- David Young
- Art Director :
- Vidur Raswant
- Art Director :
- Dustin Arnold
- Copywriter :
- Brooks Jackson
- Executive Producer :
- Eric Voegele
- Agency Producer :
- Serena Auroux
- Agency Producer :
- RJ Pomeroy
- Agency Producer :
- Chris Shaw
- Agency Producer :
- Chelsea Larner
- Agency Producer :
- Katie McCain
- Director, Photography :
- Fernando Cardenas
- Editorial Company :
- Nomad Editing Company
- Editor :
- Jared Coller
- Editor :
- Kevin Clark
- Post Company :
- The Mill
- Color Artist :
- Adam Scott
- Lead Flame Artist :
- Narbeh Mardirossian
- Visual Effects Supervisor :
- Phil Crowe
- Art Director :
- Yao Yu
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