Author: gebbett1

https://youtu.be/mW6hFttt_KE

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.

The above clip is an example of viral marketing; Internet Explorer’s 2013 ‘Child of the 90’s’ ad currently has over 50 million YouTube views. It’s popularity is based around the fond feelings of nostalgia it inspires for Generation Y viewers, Microsoft very cleverly relates to this demographic by encouraging a sense of camaraderie and playing on the idea that the Internet ‘grew up’ with them.

In terms of the way the advert is shot I found the close up product shots to be very effective. I tried to replicate the close product zooms in my own film. By panning the camera on particular items viewers are really able to see nostalgic details up close, thus connect emotionally. The block colour backgrounds were reminiscent of 90’s fashion, but kept viewer focus on the products being shown: a yoyo, tamagotchi, sneakers etc.

Furthermore, the ad plays with time using both slow motion and stop motion. I wouldn’t have thought that these two techniques would come together so well, but ultimately found them to be very effective since they gave the film so much depth and variety.