It has been quite a while since Apple launched the iPhone X (so much so that there is already speculation in some quarters that it might be discontinued) and while the job may be done for the product team, but the marketing folks are not calling it a day, yet. In fact, ever since Apple has introduced the iPhone X, the company has not held back when it comes to advertising. In its recent campaign, Apple has released a series of 39 seconds ads, each one highlighting a different USP of the device. There has been an ad about Face ID, another about Portrait Lighting and in its latest ad focuses on selfies taken by the phone.
All about selfies
Titled,“ Selfies on iPhone X”, the ad could not be any simpler. Unlike some other companies that advertise using super long and complicated storylines (take Selfiestan by Gionee for instance), Apple has used a super straightforward approach by highlighting selfies of people that are all different – different color, age and gender, all-embracing their uniqueness in this ad.
It has a sequence of selfies, of different people, of different ages and of course, their selfies. As it is an iPhone X ad, it very subtly pushes the Portrait Lighting feature that the phone offers even in selfie mode. It jumps from one selfie to another selfie of different people. While most of the Apple ads generally have different songs in the background, this one is set to one of the most famous monologues of Muhammad Ali: “I am the greatest”. The ad ends with text, “Selfies with iPhone X” followed by the Apple logo.
Takes time, but gets to the point
We have always appreciated how much attention to detail Apple has paid in its ads and this one is no different. Just like other ads in this campaign, this is again a 39-second ad and comes with our three favorite Ss’ when it comes to advertising: the ad is simple, short and straightforward. The ad is supposed to showcase the selfies that the iPhone X takes and it does just that – we would even say it simply celebrates these selfies. And not just that, it also sneaks the Portrait Lighting feature of the iPhone X in, and how that makes the selfies of these people even more beautiful.
Backing up the ad is Muhammad Ali’s monologue which goes supremely well with the visuals – some might cringe at the idea of a voice announcing itself to be the greatest, but hey, it fits right in with the selfie theme (I, me, myself types). The montage actually picks up the rhythm of Ali’s speech and puts out the selfies almost hand in hand with it. So, you suddenly end up feeling all charged up and good for yourself – all the “I am the greatest” can have that impact. You are not bombed with information about the iPhone X or get any information about its selfie cameras and its numbers, the ad just simply shows you what the camera does along with its Portrait Lighting feature.
Which does not make it perfect. You actually do not understand what the ad is about until the very end where the text saying “selfies on iPhone X” appears. Until then you are just looking at a bunch of photographs with Muhammad Ali’s speech in the background for around 25 seconds. Which brings to another matter – 25 seconds is a long time when it comes to ads, and if you do not really show the viewer what the ad is about early on, you may lose the viewer. This ad comes with that problem: you do not even realize it is an ad for a while, let alone it being an Apple one. Another facet which we did not like about the ad or about the campaign is the fact that while the ad itself gets over in 29 seconds, it gets stretched for another ten seconds to accommodate links other ads in the same campaign on the screen. Bad move, Apple – it is not necessary, and frankly, you are eating up ten more seconds in which you are not really telling the viewer anything.
Selfies are great with the Greatest
In spite of those negatives, there is no doubt that the ad is engaging, is interesting, has the three S’s we love, and oh, it has Muhammad Ali too (ironically it does not have HIS selfie though). Apple’s attention to detail comes through from the fact that it has used a few similar faces throughout the campaign, building a connection even while keeping them all independent. The ad claims to celebrate selfies and Portrait Lighting, and we got just that from it. No there are no specs galore out there, but at the end, you get the message: the iPhone X takes great selfies.
Oh, and that Muhammad Ali was the greatest.