On 5 November 2016, Apple selected a group of photographers and asked them to take photographs from ‘dusk to dawn’ using the iPhone 7. There was just one condition: one had to use the camera in low light conditions. The results from the latest “Shot on iPhone” campaign that has been launched in 25 countries, but does this campaign add to the immense love we have for its predecessors, or is it in danger of becoming monotonous?
A shot in the dark?
“One Night on iPhone 7” brings the “Shot on iPhone” ad campaign back and this time it is for the new iPhone 7. The campaign showcases a number of pictures taken by professionals and amateurs through the iPhone 7 in low light conditions – in fact, ONLY in low light conditions. Why, you ask? We think it is because although the cameras on the previous iPhones have been highly praised and very popular, a number of people have questioned the quality of the images taken in dim-lit environments, especially as compared to the competition. And this is exactly what the campaign is trying to address. With One Night on iPhone 7, Apple is trying to highlight how well the iPhone’s camera works in low light conditions. Another amazing thing about the campaign is that the pictures in the ad campaign are all just taken on one day: 5 November 2016.
The images are from all around the world and they are as good as it gets (you don’t expect Apple to advertise bad pictures, do you?). The pictures speak to you and they take you to all these places. The images are actually so good in terms of color and detail that you actually doubt whether they are actually taken with the iPhone or something far more powerful (no, we are not saying anything,) – and they do not look as if they have been “brightened.” These pictures look like shots taken in low light: darkness has not been stripped of its dignity (a complaint we have with some devices that try to artificially light up night shots). The message is clear: the iPhone can take great images in low light, and here is evidence.
More of the same, but effective
Now, the “Shot on iPhone” ad campaign has been around for quite a while and some people think it is getting monotonous and Apple is not being creative enough by turning to it again, we tend to disagree. These ad campaigns have almost no copy and with minimal effort talk about the product, highlight a USP of the iPhone and talk to the viewer without really saying anything overtly. These kinds of ads do carry a certain risk on their sleeves – there is a mighty chance that the audience might not get their purpose of the ad (hey, it’s just a picture, right? No mention of any features, megapixels or aperture sizes!), but Apple has managed to ensure that the image is followed by a very visible “shot on iPhone” message. And it registers, not least because, at the bottom of every shot, credit is given to the photographer, who often is a “normal” person like you or me, and not God’s Gift to Photography.
Judging by our early impressions, the latest campaign is likely to make an impact as well because Apple has not stepped away from its core strengths – simplicity and community (it is a group of people using the iPhone who take these pictures). The company has highlighted that it has not just improved the camera but has actually converted what was seen as one of its weaknesses into a strength. And unlike Nokia, which sort of went overboard with the low light ability of the Lumia 920, Apple has stuck to providing evidence about the camera’s ability rather than getting people to oooh and aaah about it – the proof of the pudding is in the eating, so is the ability of a camera in the photographs it takes.
Painting it black? Good!
Interestingly, in the case of the iPhone 7, we have seen some patterns when it comes to advertising. The company has given a different level of attention to black color and that could be because of the new jet black color of the phone. Many video ads by the company too have been dark and shot in dim light and this one just falls on the same lines (remember we told you Apple pays attention to detail? Just another example). There have been ads and promos of the iPhone 7 which have talked about the low light camera experience and a number of the ads for the iPhone 7 have been shot in dim light conditions. We think the company is trying to establish some kind of relationship of the iPhone 7 with black color and we do not mind it as long as the result is as good as this (unlike the iPhone 7 promo ad).
Yes, it seems familiar.
Yes, it is more of the same.
We just have to say one thing to Apple: keep shooting on the iPhone!