Apple goes to the dogs, releases new ad

Macworld Australia Staff
7 August, 2013
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Coming swiftly on the heels of Nokia’s dig at Apple’s most recent ad in its people-oriented campaign, the Cupertino, California company has now released its next ad, FaceTime Every Day. Having focused on music in Music Every Day and photos in Photos Every Day, the new ad, not surprisingly, is all about Apple’s FaceTime app.

In what must be the United Colours of Benetton of video-calling phone ads, a host of people of all ages and ethnicities share their special moments with each other… and the thousands of people watching the ad. And all while soothing music plays in the background and a gentle voice intones the line, “Every day more people connect face to face on the iPhone than any other phone.”

Smartly, the ad doesn’t neglect to highlight one of the most notable and practical facilities of the FaceTime app (and all video call apps, it must be said) – its significance for the hearing impaired; in one of the sequences a woman is shown using sign language to communicate. Others show more everyday usages – birthday wishes, apartment viewing and, of course, the obligatory saying hello to your dog long distance.

by Macworld Australia staff

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