Hard to wrap my head around this one. Watch the commercial below, then come back.
Watched it? OK. To me, the ad had nice special effects, was humorous, but seemed to be about the zoom lens, as if when you take a picture, things will appear larger. The focus was on the camera.
But check the text at the bottom of the ad page:
Everything you love just got bigger. Introducing iPhone XS and iPhone XS Max. Super Retina in two sizes, including the largest display on an iPhone ever.
So it’s about the display being bigger, not about the camera. Confusing message.
Interesting how we perceive things. My takeaway was about the phone showing things bigger.. which is the screen size. The camera does the same thing on either phone.
I think the confusion is entirely in the fact that the first thing to get bigger was the subject of a photo, but there were other things that got bigger throughout that were unrelated to the camera (most noticeably, Mario).
I think you’re over thinking this – it’s one of those spots meant to get the viewer to wonder what the heck this is about… and then you see it’s about the iPhone Xs having a bigger screen. It’s just a n attention getting method
Didn’t know what this was supposed to be about. Not as clear as most Apple ads. Maybe it makes more sense if you’ve already seen the iPhone XS Max in person, which I haven’t.
I’m not sure if cat lady’s best option is to play dead or run.
You guys are being way too literal. IT’S A PUN!! It’s about the iPhone XS Max’s screen being bigger than the XS. You see everything on it/through it bigger. Apple is just playing with VFX to show things getting bigger—because they can!—a little fantasy and whimsy. Fun and funny ad! Brilliant marketing, I’d say: creating want!
Indeed!
There is no voiceover, just images telling the story.
Just perfect cinematography.
No confusion.
Beautiful cinematography as well.
My take from the ad is now the iPhone X that we love just got bigger (to XS Max size) so I got it spot on. Of course I’m working in advertising so my experience may help.
Huh. I never thought it was about the camera or zoom lens at all. It’s about things actually getting bigger, not just appearing bigger on the screen. But I think I must have seen the tagline (“Everything you love just got bigger”) before I saw it, because that was in my head as I watched it.
Not a good ad.
Exactly! 🙂
It’s an EXCELLENT AD! But then, few us “civilians” may ever know its ultimate effectiveness, will we!