Agency Network: 
January 2011

Apple: Waltz

Film advertisment created by TBWA, United States for Apple, within the category: Electronics, Technology.

Advertising Agency: TBWA\Media Arts Lab, USA
Chief Creative Officer: Duncan Milner
Executive Creative Directors: Eric Grunbaum, Scott Trattner
Associate Creative Director: Demian Oliveira
Art Directors: Parker Grant, Mark Sloan, Niraj Zaveri
Copywriter: Louise Shieh
Agency Producers: Perrin Rausch, Mallory Gordon, Chelsea Larner

Comments (5)

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morse's picture
Activity Score 18024

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Madison Maven's picture
Madison Maven
Activity Score 20

Can't quite decide on this one. Aesthetically very well done, consistent with that sleek, cool, clean Apple look.

I tend to like the older, more emotionally positioned Apple ads (iPod sillhouette people, Mac vs. PC guy). I thought the iPad spots were boring and too function-focused. We've seen time and time again that "-er" positioning in categories with constantly changing technologies rarely last.

If Apple is going to push functionality, I believe it should do so with an "ease of use" functionality position which it can dominate. Are the iPhones in this spot doing things that other smartphones can't? Probably not. Are they doing it seemingly more easily and artistically? Yes.

Overally I think it works, especially the use of two phones to introduce its two carriers.

mdb1974's picture
Activity Score 411

The Verizon intro has amplified the public outcry against AT&T, this is a "one big happy family, "two carriers, same great phone" message. Nothing thrilling but accomplishing the goal of putting the expansion in positive light.

H.Works's picture
Activity Score 100

Shows off everything that might make you want to buy it in a clean and professional way. Well done.

Temple's picture
Activity Score 11337

It is a mystery why these ads keep appearing on creative forums.