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First iPhone 7 TV ad is dark, creepy, all about cameras and water resistance

By Adrian Diaconescu September 14, 2016, 5:52 am

Sometimes, the most memorable and effective commercials are the simplest ones. That may not entirely be the case for Apple’s first YouTube-uploaded 30-second iPhone 7 TV ad, which you’ll no doubt forget as soon as Penelope Cruz or the Cookie Monster return to plug the two trendy new iOS handhelds.

Still, it’s refreshing to see you don’t always need a huge production budget, celebrity cameos, tear-jerking story, or even a catchy audio track to do a newly released, highly anticipated product marketing justice.

There’s no narrator telling us what to love about the iPhone 7 and 7 Plus, no controversial “the only thing that’s changed is everything” or “it just works” slogan, no onions (thank God), and overall, very few of the typical publicity gimmicks employed by Cupertino.


A series of, frankly, sinister images should probably highlight the elegant paint job everybody seems to want, while the highly advanced dual rear camera on the plus-sized phone basically says “let there be light” in the darkest, creepiest environments.

Stereo speakers cause a sudden explosion of sound, and rain is no longer to be feared. It all wraps up with a quick reminder of the big day (September 16, i.e. this Friday), and although other iPhone commercials have arguably evoked more emotions than this one, it’s hard not to respect what Apple’s done here.


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