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Apple debuts two new TV ads for iPhone (with video)

Monday, March 11, 2013 · 10:19 pm · 27 Comments

Apple today debuted two new television commercials for iPhone and the iTunes App Store, “Discover” and “Brilliant,” on U.S. and Canadian broadcast and cable networks.

As with previous ads in this series, each ad features those insidious, overly enthusiastic, and rather uncool group shouts: “Sharp!” “Discover!” “Sweet!”

Gag. (Other than the group shouts, we like the spots.)

Here they are:

Related articles:
Apple debuts new ‘Hollywood’ ad for iPad/iPad mini (with video) – February 25, 2013
Apple debuts two new TV ads for iPad/iPad mini (with video) – February 18, 2013

Categories: News

Tags: advertising, App Store, commercials, iphone, TV ads, TV spots, video

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Comment Feed

27 Comments

1 2 Next »

Rob

Monday, March 11, 2013 - 10:32 pm · Reply

Yes, those group shouts are rather uncool.
- Bandit Bill
  
  Monday, March 11, 2013 - 11:33 pm · Reply
  
  shine
  dream
  gorgeous
  mix
  start
  buzz
  
  ANNOYING
- Dresden Sparrow
  
  Tuesday, March 12, 2013 - 9:56 am · Reply
  
  Indeed. Uncool. WTF Apple. It’s this stuff that makes me worry about the company more than anything else. Letting lame show through around the edges.
breeze

Monday, March 11, 2013 - 10:51 pm · Reply

Good ads.
- Jess James
  
  Tuesday, March 12, 2013 - 5:36 am · Reply
  
  Brilliant !!!!!!!!
silverhawk1

Monday, March 11, 2013 - 10:52 pm · Reply

They should shout shit and flash something produced by samdung, or vice versa.
Golum

Monday, March 11, 2013 - 10:56 pm · Reply

Lessons not learned yet
John

Monday, March 11, 2013 - 11:00 pm · Reply

Wow. I don’t watch tv anymore. Hadn’t ever seen this series of ads. How times change!
AC in WA

Monday, March 11, 2013 - 11:22 pm · Reply

I thought I was looking at new iPhone add but it was rhe new droid razr by motorola. The copiers are geeting more bold.
Paul

Monday, March 11, 2013 - 11:38 pm · Reply

I love em! Including the shouts. “”"SHARP!”"” and then the blade decapitates the Balroc. Spot on timing.
botvinnik

Tuesday, March 12, 2013 - 1:10 am · Reply

eh.
Weekend

Tuesday, March 12, 2013 - 1:55 am · Reply

Well they’re better than the Microsoft Surface commercials. Especially the new Surface Pro commercials. But I must say that they don’t appeal to me. Too fast and not enough good information. Although better than the last bunch of machine gun style commercials from Apple. But not much better. Slow down and show the functions that are unique to the iPhone. Although there isn’t that much that distinguishes the iPhone from its competitors anymore. At least not like two or three years ago. Try not running 15 second ads. You can afford to 30 second ads and one minute ads. Spend the damn money! This is one area where Apple is truly failing. Subpar commercials. Not just for Apple, but for anybody. They really need to do better.
LLIBSETAG

Tuesday, March 12, 2013 - 4:53 am · Reply

New iMac commercials with OSX Mountain Lion using same theme as iPad & iPhone.
ROAR! lion
SLIDE! Zooming around the Dock
ZOOM! Magic Mouse Multi Touch Pad gestures
LIFT OFF! Mission Control
HELLO! iMessage video chat
WORK! iWork Suite
Wingsy

Tuesday, March 12, 2013 - 5:46 am · Reply

I hit the STOP button after the 2nd shout. I don’t like it. It’s too much in-your-face kind of thing. Not Apple-like.
AvantiAAPL

Tuesday, March 12, 2013 - 5:49 am · Reply

Apple adds get progrssively worse!
Steven

Tuesday, March 12, 2013 - 7:42 am · Reply

These were creative, but could have done without the shouts. Those were kind of dumb and annoying.
- Steven
  
  Tuesday, March 12, 2013 - 7:44 am · Reply
  
  It sounded like a group of old people who are use to doing that at church. Makes them sound unintelligent.
IT22

Tuesday, March 12, 2013 - 8:34 am · Reply

I don’t mind them. At least they show’s what cool stuff it can do unlike any of the iMac commercials.
- IT22
  
  Tuesday, March 12, 2013 - 8:37 am · Reply
  
  Wait….silly me. I imagined there were actually iMac commercials.
althegeo

Tuesday, March 12, 2013 - 9:25 am · Reply

Most of you are missing the point. These ads are aimed at Android phone owners.

They are showing off Apps that actually work and do not send your vital information to thieves in Russia and China.

I think they are spot on.
mike

Tuesday, March 12, 2013 - 10:00 am · Reply

How about “SCREWED”
down

Tuesday, March 12, 2013 - 10:14 am · Reply

Good ads. I especially like the shouting!
JB

Tuesday, March 12, 2013 - 12:04 pm · Reply

I had hoped that they would abandon these annoying group shouts after the same style aired during the Oscars. Replace the audio with a voice over similar to what has been used in prior campaigns and these would be so much better.
Zmarc

Tuesday, March 12, 2013 - 12:49 pm · Reply

I don’t see the problem with the shouting. Who else is doing anything like that? It’s not a long-term trend, but for a short-term series it doesn’t bother me and is rather interesting.

My biggest beef is these ads aren’t distinctive: they all blur together and I couldn’t tell any of the “shout” ads from another. All I remember are words shouted along with images, but I couldn’t tell you which ad was which.
- Bongo
  
  Tuesday, March 12, 2013 - 1:00 pm · Reply
  
  That’s kind of the point. Each ad itself is not supposed to be memorable, but take them as a whole and you recall many of the flashing words and examples of great apps and you think of all the things iPhone/iPad can do.
Sdfg

Tuesday, March 12, 2013 - 2:14 pm · Reply

Terrible.