Apple may not like snarky anti-competition publicity practices, but those big marketing bucks have to be spent on something, and who doesn’t love celebrity cameos?
Pop superstar Justin Timberlake and late-night talk show host Jimmy Fallon lent their recognizable voices to the iPhone 6 buzz-building campaign from day one, Apple Music recently scored an A-list roster of supporters headlined by actresses Kerry Washington and Taraji P. Henson, as well as musician Mary J. Blige, then teen idol Selena Gomez and comedian Bill Hader jumped on the iPhone 6s hype train.
Now, it’s the turn of actor, singer, comedian, writer, producer, and entertainer extraordinaire Jamie Foxx to join the star-studded party, and secure a presumably fat paycheck with just one awkwardly delivered line.
The second iPhone 6s video commercial is half the length of the first, so naturally, it only highlights a couple of the handheld’s selling points. Namely, new 3D Touch-activated Peek and Pop gestures, and the jazzy rose gold coat of paint that’s apparently not too flamboyant for a male sex symbol with an Oscar, Golden Globe, and a couple of Grammys under his belt.
Besides Jamie Foxx, who’s in the half-a-minute clip for five seconds tops, the ad doesn’t stand out with much else, featuring a catchy soundtrack, and a fairly lengthy demonstration of all the ways 3D Touch technology improves the iOS 9 user experience in various scenarios. Also, “the only thing that’s changed is everything” is a slogan that’s here to stay. Oh, well, at least Cupertino discarded the ill-advised “If it’s not an iPhone, it’s not an iPhone” jingle.