AppleInsider Staff
Apple on Saturday unveiled "Dreams," the latest in its ongoing series of television advertisements touting the versatility of the iPhone 5s and the wide range of third-party applications and accessories compatible with the handset.
As has become Apple's custom with its iOS advertising, "Dreams" uses a series of short vignettes to focus viewers' attention on the broad array of ways in which people use the iPhone, rather than the device itself. The ad is set to Jennifer O'Connor's When I Grow Up.
It opens with what appear to be two college students using the Vaavud Wind Meter to capture weather data before recording it on a MacBook Air. In another, an artist uses Olloclip's 4-in-1 Lens System and the built-in Camera app as a magnifying glass while she sets a stone into a piece of jewelry.
Other scenes depict a local fire department responding to an emergency call with Response Deck; a doctor using iTranslate Voice to seek a mother's permission to check her child's pulse; an equine veterinarian giving a horse a check-up with Veterinary AliveECG; a pilot navigating with ForeFlight Mobile; scientists analyzing the water composition of a remote river with SAM-1; and an artist painting a mural by combining the built-in Photos app with a digital projector.
"Dreams" is the fourth spot in the app-focused campaign that began in April, following "Powerful", "Strength", and "Parenthood".
Marko Zivkovic
Wesley Hilliard
Andrew Orr
Christine McKee
Malcolm Owen
Amber Neely
60 Comments
The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note. Who's coming up with this pap at Apple..... Ugh.
Or would you rather be spinning through your bedroom into a taxi that takes you to your magical dancing office with your Surface Pro? Apple's latest set of ads shows real people doing real things that matter. Microsoft's are silly and Samsung's are vindictive.
Love it!!!
[quote name="jpellino" url="/t/181669/apple-continues-powerful-campaign-for-the-iphone-5s-with-new-dreams-spot#post_2572874"]Or would you rather be spinning through your bedroom into a taxi that takes you to your magical dancing office with your Surface Pro? Apple's latest set of ads shows real people doing real things that matter. Microsoft's are silly and Samsung's are vindictive.[/quote] I guess musical taste differs a great deal from person to person.
The visuals are nice (8/10) but the music is cringe-worthy (1/10). And it ends on an unnecessarily defensive note.
Who's coming up with this pap at Apple..... Ugh.
This "living a life of dreams" theme has been on for at least a couple of weeks, in SoCal anyway, so,
I'm not understanding the 'released Saturday' thing...
At first I felt the same about the music, but, as so often happens with Apple's ads, it grew on me, in a sort of hypnotic,
comforting way. And I've been a fan for a long time of Apple's approach to actually showing people doing
cool stuff with any or all of their devices, in contrast to most of the 'competition', so I generally have to 'agree to disagree' about the ads - sometimes you just have to accept that they are aimed at a broader, less edgy sensibility than perhaps your own, i.e., the rest of us.