Agency Network: 
June 2008


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

Advertising Agency: TBWA\Media Arts Lab
Chief Creative Officer: Lee Clow
Executive Creative Directors: Duncan Milner, Eric Grunbaum
ACD / Art Director: Alain Briere
Senior Copywriter: Krista Wicklund
Copy Writer: Alicia Dotter
Art Director: Drew Stalker
Agency Producers: Anne Oburgh, Perrin Rausch
Music Supervisor: David Taylor
Production Co: Anonymous Content
Director: David Fincher
DP: Pawel Edelman
Editorial Co: Rock Paper Scissors
Editor: Kirk Baxter
Colorist: Angus Wall
Post Producer: Chris Noviello
VFX / Online: Asylum
VFX Supervisor: Sean Faden
Producer: Cassandra Khavari
Compositor: Tim Davies, Rob Trent, Joey Brattesani
Lead Modeler: Greg Stuhl
Lighting / Shader Artist: Matthew Maude, Denis Gauthier
CG Animator: Piotr Karwas
Tracker: Gary Laurie, Michael Lori, Eddie Offermann
Texture Artist: Tim Clark, John Hart
Music Composer: David Holmes
Sound Design: Mit Out Sound, Ren Klyce
Sound Mixer: Lime Studios, Loren Silber
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fersvax's picture

Gotta get me one in July 11. FIRST IN LINE from July 8!!!

Activity Score 1239
Creative Director |


drunk dave's picture

What a great product and to do such a boring advert. Shame.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
kurtberengeiger's picture


Activity Score 7357
LeeMoh's picture

I agree, the product hype is bigger than this commercial.
But trust me TBWA are doing it right.
The phone is not worth more.

Activity Score 424
JT2's picture

Voiced by Robert Downey Jr. ?

no ??????

Activity Score 58
Art Director
corporal_hicks's picture

What a waste of a david fincher direction.

Activity Score 365
Art Director
davidsgoncalves's picture

The product itself is all the hype it needs. And I liked the way they did it, you almost feel disappointed at the end, but you expected it to be the iPhone so you just go "hummm" and give out a smirck. Apple and TBWA know that their consumers are loyal, and given that new ones are bound to come, because people DO follow trend, fashion, etc. It's a way of life. Good Job on the commercial and shame on people that are addicted to super special effects, and crazy-savvy-over-the-top direction and blah blah blah...It's cool and smart to be simple sometimes, consumers respect that a lot more than being hypnotized by fancy effects and colors.

Activity Score 19
drunk dave's picture

Didn't say 'go over the top', but a concept, a hook a fucking something to make me sit up and take notice. I would have changed channels before I got to the product shot... in fact I fast forwarded the ad. So shame on you for accepting banality as an option. Just cos they pissed away money on production doesn't mean you couldn't have made an entertaining advert for half the price. You in marketing or sales?

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
FlyingDogs's picture

1) In my opinion, concept or no concept, the commercial doesn't live up to Apple's standards. I know it's not the i-pod, but as an Apple fan, I would expect (a lot) more out of Apple.

2) Trends change! All the time.


Activity Score 968
at_petri's picture

Sorry but I think it's boring...

Cool product lame commercial...

Activity Score 61
Kateter's picture

yep, totally boring ad.

Activity Score 2029
lauke's picture

Once you know the end is boring. But the first time you see, is not boring at all.

Activity Score 112
Art Director
Jose_ND's picture

I agree with it being a boring ad, TBWA is not doing its thing here, its not amazingly well branded either. Its not a BAD ad tho... they just could have done better.

Activity Score 7
davidsgoncalves's picture

I don't take nor like banality. I feel that the tv spot is what it is, and I still like it. I'm trying to build constructively on what was done, not say that it's shit or whatever cause anybody with half a brain can do that,and I don't mean to insult anybody, but really, the product is everything, it is the commercial, it is the concept, in this case. You don't have to say anything else about the iPhone. What, now it's half the price, it has 3G technology, they replaced the back with plastic, good luck coming up with a concept for that and selling it to Apple, please prove me wrong. I would actually love to see that, and if it's well done I would freaking congratulate you and say you're the shit! (hope you know that is actually a good thing in this context). And what's the problem with not having a concept if you can still sell it. Sorry, but I've seen and heard a lot of students freak out and actually not produce great things when they should of, because they got caught up in the finding a concept. Yeah, concepts are great, you need them, most of the time, I just feel that you can still do a good job (selling you clients products) if you find you don't need it, when you have a great execution and it works.
I'm a Creative, and I have an edge on dealing with clients.

Activity Score 19
drunk dave's picture

Rubbish. Product only at the end of commercial, therefore not a product focussed advert. Could have been a can of bake beans before that. And you don't always need a concept.... hmmm... still studying or are you waiting to get fired. Client servant is looking mighty appealing.

drunk dave
Activity Score 1066
Copywriter at Publicis South Africa
hokkabass's picture

This whole thing is taken from a scene of the movie "ocean's 12" and its soundtrack of david holmes. Music is the rearrangement of the song called "150 million dollars with interest". Check it out. U will agree.

Activity Score 2
davidsgoncalves's picture

What are you? A frustrated professional who has too many ideals? It's the real world, how about you wake up and smell the shit in the air my friend, cause that's about all I can say for you. Client servant?! Maybe that's why there's a freaking line of people WAITING to get job. Seriously, not everything that we do is or has to be a Gold Lion or a Clio, it would be nice in a perfect world, but it's not! People have to get their heads out of their asses and actually listen to the client that's paying them, NOT serve them what they want, but serve them what they need. Anyway, I'm through with you and this tv spot. On with the next.

Activity Score 19
Dusan Zica's picture


Dusan Zica
Activity Score 116
pixels's picture

I think it's just flat...

Activity Score 19
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