Malcolm Owen
Apple has published a new commercial to its YouTube channel, with a video highlighting the usefulness of Face ID on the iPhone X to help its users stop worrying about forgetting passwords for online services.
The "Memory" ad spot opens with a large theater applauding two figures on a stage, in a surreal public memory challenge. For the participant's final challenge, the host asks "This morning you created an online banking password. What is it?"
Following gasps from the audience, the contestant starts talking to himself, trying to remember what he had set. As time runs out, the audience starts jeering at the man, intensifying the stressful situation.
Suddenly, the contestant pulls out an iPhone X showing an authentication screen with the password box empty. Face ID activates, fills in the box, and allows him entry. The man then has a look of relief at being able to log in, with the scene revealing he is actually sat inside a coffee shop, still holding the iPhone X.
"Your face is your password," the video declares while the man waves his iPhone in celebration to the "memory challenge" audience, before revealing the ad was about Face ID on iPhone X.
The new commercial is one of a number Apple has produced to promote Face ID and its functionality. March's "Unlock" commercial featured a high school student unlocking various things by looking at them, after using Face ID to unlock her iPhone.
Another March ad showed a man using Face ID with Apple Pay to buy items while walking through a market. In April, a series of shorter spots showed how Face ID's biometric authentication can be used to quickly pay for goods and services.
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20 Comments
I am shocked I wanted to see this commercial to the end. An *APPLE* Commercial! Who knew this was possible?? Obviously, they switched to a new Ad Agency. I guess they got the hint.
This ad certainly has a very different feel from their typical ad spots which made me wonder if they choose a different ad agency, but I don't agree with SoundJudgment's suggestion that all other Apple ads are unwatchable.
...so Apple is now resorting to fear, shame, humiliation and a host of other negative emotional reinforcement messages to induce sales?
Wow. Does that reference Samesong tactics? Is this a new low ? Hmmm...
Is this an opt in environment created by tech? I still go to a physical bank. I still use cash (how quaint) vs the delays of so many fumbling with debit card malfunctions - and when the cashiers always ask if I have a 'points card' I respond 'no data tracking for me thanks'...
Is this all getting so f'd up up? Is Apple the Trojan Horse nobody wants to acknowledge ? 'You can trust us with your data' until we can't ?
ANON is of course 'just a movie': www.youtube.com/watch?v=RJOoYhQcQBI
Will it be interested to see what Apple's media content 'ecosystem' will proffer...?
Love the kid crying as the pressure mounts.
It’s a funny advert but I don’t get it ...
When I had my previous iPhones the username and password would be automatically filled already. Now with the iPhone X it uses FaceID first. It’s more secure but what does it have to do with remembering the password?