I’ve chosen to comment on Apple’s trailer for the iPhone X because I was very impressed with how the filmmaker included so many different angles and zooms, making a flat, plain object appear dynamic and multi dimensional.
The advert is very fast paced. It’s only 1 minute and 18 seconds long but packs in almost every product detail you could want to know. Rather than overwhelming the viewer with figures and details, the effect is more exciting and exhilarating. Pacing the film so quickly suggests that the product in discussion is cutting edge, efficient and innovative, it is the most recent in a collection of iPhones, each one more technically impressive than it’s predecessor.
Use of audio in the video is also compelling. The opening line of the song is ‘you are my best friend and we have got some things to do’. This plays into the idea that people are addicted to their phones and couldn’t go a day without them. Apple are suggesting that the iPhone X is more than just a phone; it’s an essential companion for modern life, possessing all the features you might need access to on a day to day basis.