Is Sam Mendes-Directed iPhone 4 Ad Feelgood Schlock?

Omg guys: the new iPhone 4 is going to change EVERYTHING that we know or think we know about iPhones, so said Apple spokesperson Greg Joswiak whose exact words were: “it’s going to change everything all over again”. Such a revolutionary device needs a crack team of creative geniuses working behind-the-scenes on an extraordinary advertising campaign – which is why Apple recruited Oscar-winning director Sam Mendes (American Beauty, 1999) to create a campaign that would be worthy of such a product.

Take it away, Sam:

I don’t mean to sound harsh but is that it? The ad focuses on ‘the most exciting new feature’ on the iPhone 4 which is video calling, possible because of its front camera. They call it ‘FaceTime’ and apparently it works iPhone 4 to iPhone 4 over Wi-Fi. Watch a baby crawl! See so-and-so graduate from school! Show off a delicious and perfectly cooked side of lamb fresh off the rotisserie! Now, correct me if I’m wrong, but (short of the Louis Armstrong soundtrack) isn’t this stuff we can already do via Skype?

I’m disappointed in you, Mendes. Emotionally manipulative, Louis Armstrong-accompanied feelgood schlock doesn’t work on cynical youth. Obviously this campaign has a firm focus on families instead of the typical Apple-dedicated demographic that is either already loyal followers of the brand or impervious to the powers of advertising (see Hipster Marketing).


– it’s 34% thinner than current model
– has 4 times the resolution of current model
– scratch resistant glass back panel
– 5 MegaPixel camera with LED flash
– battery life is 16% bigger than current phone
– 64GB of storage

More details at Gizmodo

It will be available in Australia at the end of July.

Via The Playlist