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  • Camruinn Morgan-Rumsey

An Appreciation for an Ad

Hey all,

(I’m a little late with this one)

Most of you have probably been (at least second-handedly) keeping up with the release of the new iPhones. Maybe you’re actively seeking out information, or maybe you’re just on Twitter. Either way, I think Apple did something pretty cool this year that everyone should be interested in (at least a little).

As a bona fide loser I’ve been following pretty closely. I watched the Keynote, read the articles, and have since been following as the first reviews come in. I think Apple has some cool stuff on the way. Personally, the camera on the Pro iPhones seem pretty cool, and I’ve been on the fence about getting an iPad for the past year or so, and this year I might finally pull the trigger.

But the thing I’m most impressed with this year has got to be the Watch.

Well, not really the Watch.

The ad for the Watch.

To be honest, I’m not totally sure why I like it so much, but for the past week or so I’ve been watching (ha.) it about every day or so. There’s the obvious stuff, of course. They managed to pick a hell of a track (they always do), and the VFX are pretty phenomenal, but honestly that’s to be expected, I think.

I think one reason I like it so much is the feel it gives off. That’s not an incredibly scientific dissection, but still. It reminds me a lot of the old Apple commercials. Very 1984 or Think Different. More than anything, it gives off the feeling of a plucky short-film rather than a commercial, which is something Apple has always been good at doing.

Every time I watch it I get the feeling that the people behind it set off just to make something cool, not something that would sell a lot of product. Where most other ads might harp on showing off the thing itself and listing off a series of specs, Apple manages to make a pseudo-music video that focuses on people using the Watch, as well as some cool visuals and real artistry.

It’s a refreshing change from the monotony that I usually get before my YouTube videos.

- Camruinn

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