Shane ColeA third television commercial for Apple's mid-range iPhone 5c appeared on the company's official YouTube channel early Monday morning, briefly shifting the campaign's focus from the phone's aesthetic to the emotional connections it helps facilitate in everyday life.
The new spot, which has been released in a short, 31 second version as well as a 62 second extended cut, is entitled "Greetings" and features people from around the world using the iPhone 5c to say 'hello' in various languages.
Following in the footsteps of "Plastic Perfected," which showcased the iPhone 5c's colorful polycarbonate shell and "Designed Together," which focused on the integration between the new device and Apple's radically redesigned iOS 7, "Greetings" marks a slight alteration in messaging for the mid-range handset's ad blitz.
Rather than touting the phone's design and features, the spot instead highlights the ways in which the device can enhance the user's lifestyle. This more emotional approach — begun with the company's famous "Think Different" campaign — is typical of Apple's advertising strategy since late CEO Steve Jobs's return in 1997.
The iPhone 5c and its sibling, Apple's new flagship iPhone 5s, sold a record-breaking 9 million units in their first weekend of availability. Though Apple has not provided breakdowns of sales by model, a similarly-timed report suggests that the 5s may have been more than 3 times as popular as the 5c during their first weekend on the market.
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19 Comments
It is a product that lends itself to good advertising, which is ironic for a company that has struggled with commercials on its own products. I still think Apple TV would have a lot more content if commercials were allowed in the tv shows on the iTunes Store. I like the extended version best.
There may be something wrong here, but I have already seen this commercial on TV over the weekend. Has anyone else also seen this same commercial on TV already?
My (wife's) nephew got the 5C in blue, the same blue as in the Fiji flag. Bula!
Yep, this ad was played at the Keynote. I like it. What a lot of work to put all those people in one ad! :) The 5c is a lot better in person than the photos on the web show. This is going to sound really stupid, but I like the performance improvements of the 5S and will be getting the gold model. But if the 5S came with a white front and a blue plastic back, that's the model i would choose. It shows how much I like the colors of the 5c. Very striking! I know, stupid. Put a blue plastic case on the 5S. I just don't like the added thickness of cases. :)
A guy artist friend of mine got the pink with the black "hon" cover. It is wild. And the rubbery cases are awesome.