It’s a really great ad. It’s shot, edited and acted flawlessly. (Way to go TBWA.) That’s Jeff Daniels with a perfect VO. The ending looks were perfect, despite them being totally fake and probably computer-generated because in real life the Williams sisters probably would have been much crankier, and something would have been tossed. Hey, a famous Williams grunt would have been funny too.
And as an Apple ad, it shows more sizzle than steak. Most Apple advertising, at least under Steve Jobs anyway, is all steak, showing nothing but features. This ad features just one simple and not-so-awesome feature, the Do Not Disturb button.
Regardless, it’s probably Apple’s best iPhone ad. Unfortunately for Apple, the feature that’s being promoted here doesn’t work for everyone. There is an iOS 6 bug because of the calendar switch to 2013 making the feature wonky. Apple is on it, saying this morning that it’ll fix itself January 7th. You’d think they would have tested the hellllllllll out of this before releasing a new ad. Huh.
I wonder if the Tim Cook era of Apple is more of a software philosophy of “release it now and we’ll fix bugs later,” versus a Steve Jobs hardware philosophy of “release only after you test the hell out of it – twice.” Because the tiny little buggy things seem to pop up more frequently with Tim than Steve. Maybe Tim’s all like “Don’t sweat it man, the iPhone 6 and iOS 7 are right around the corner!”
So is Tim more okay with buggy stuff than Steve?