See five videos Apple dropped today to promote the iPhone 11, Watch Series 5 and more

Apple just unveiled its latest slew of wares, making
that gadget you bought a few months ago feel very outdated. Take,
for example, the iPhone. Remember when Animoji and Portrait Mode
were cool? Now, with the iPhone 11, there are dual cameras! Night
mode! Water resistance for 30 minutes and up to 2 meters! The
brand showed off those new features in a high-energy spot directed
by Kim Gehrig of Somesuch, with “Brazooka” by NVDES as the
soundtrack.

Even without Jony Ive at the helm, design still sings at Apple.
That’s evident in the brand’s balletic event opener in which
depictions of its products and tools twirl, tango and spin about.
It’s a bit reminiscent of the gorgeous
“Intention” film from 2013
, and not as flashy as the

retro Hollywood-style intro
from the event earlier this year
when the company announced the Apple TV+. Les Gordon’s “Flirting
With June” provides a lilting sonic backdrop.

Apple also wants to remind us that its devices can save lives.
It illustrated that with a two-minute film in which the company
reconnected with Apple Watch customers who reached out directly to
Tim Cook with words of gratitude, because wearing the device
literally helped keep them alive. 

Another high-energy ad reinforces the fact that yes, the
next-gen Apple Watch (Series 5) is a watch and actually tells
time. But it does so many other things: It communicates with
satellites, gets you onto subways, checks the status of your heart
and opens doors, though it does NOT open portals to other worlds
(there is a scene in the film that imagines if it did). Vampire
Weekend’s “Sympathy” is the track on this one.

 

Finally, Apple has been doing recaps of its big events for four
years now, but this new one feels a bit more “recappy,” with a
distinctive voiceover revisiting the big moments and takeaways.
Curiously, the voiceover sounds a lot like the company’s VP of
Marketing Communications Tor Myhren.  (We’re checking on
this.)

Source: FS – _Marketing
See five videos Apple dropped today to promote the iPhone 11, Watch Series 5 and more