New iPhone Commercials Emphasize Real-World Benefits

It’s remarkable how rapidly Apple is upping the sophistication of its marketing for the iPhone. The initial ads stressed the coolness of multitouch and whipping the phone around, appealing to the slavering Early Adopters who ran out to pay $600 on the first pressing. Now that the iPhone has dropped to $400, though, Apple has created a new ad campaign that focuses on the way people use it in the real world — the crazy interface barely even shows up.

The three new ads were shot against black back-drops in New York. Some enterprising blogs have already tracked down the locations of the shoots, but I’m more fascinated by the overall messages Apple is sending by letting people tell their stories. Take “Mankind,” told by Doug and shown above. In the spot, he talks about Visual Voicemail and nothing else, how it lets you see the length and sender of all messages and ignore the ones you hate. The picture he paints is rich, complaining about the guy who owes you money and leaves a four-minute message — it’s obviously a bunch of excuses, and he’s not going to pay you. Skip it!

Perhaps the most effective piece for me stars Stephano. It’s called “One Thing.” In it, he mentions that he used to carry an iPod, a camera, a regular cell phone and a cell phone for texting and e-mail. Now he has just one thing. Exactly. Apple is showing how this thing fits into people’s lives. It’s really pretty compelling.

What iPhone story would you tell the world?

(Screencap from TUAW)

Comment »