Apple may tout multi-touch, multi-function iPhone with multi-cultural creative

“In an expected heavy-spending campaign to introduce its iPhone this summer, Apple appears to be considering multicultural creative for the multi-functional device. A would-be spot calls for individuals of diverse backgrounds to plug different aspects of the phone in their native tongues, according to a casting call,” David Goetzl reports for MediaPost.

“A unit of TBWA Chiat/Day handles the iPhone account and created the [recent iPhone] Oscar spot. It’s not clear whether the agency is linked with the casting call, which claims to be only for a ‘spec spot,’ placing its ultimate fate in doubt. It seeks characters from various backgrounds, including Asian men who speak Mandarin; Hasidic males fluent in Hebrew; a French-speaking cab driver; a pair of Jamaican (or West Indian) women who can ‘speak with a thick patois accent’ and others,” Goetzl reports.

Goetzl reports, “The characters would tout the phone in their native languages, while going about their routine business, such as the Asian men as customers in a fish market.”

Full article here.

Apple’s iPhone teaser ad “Hello” via YouTube:

See the “Hello” iPhone ad in higher quality via Apple.com: http://www.apple.com/iphone/hello/

Related articles:
Reactions differ to Apple’s iPhone teaser ad – February 26, 2007
Apple airs iPhone teaser ad during Oscars – February 25, 2007

33 Comments

  1. remember the iPhone will be sold worldwide. There are French, German, Italian,
    Japanese and other language interfaces for iPod…so without question they will exist for the iPhone.

  2. Frau Blucher: “Yes, envision it: everyone crying desperately into their iPhone in their native language, no one understanding a word on the receiving end. iBabel. uHate.”

    Oh, and one more thing… The iPUT (iPhone Universal Translator)

  3. After watching the latest AI (American Idiot – Idol…) “How come fat black women look so much better than fat white women? They can just get away with being fat and it does not look nearly as bad.”

    Good question, but in our culture it seems a true perception.

    My answer: Black is a slenderizer?

  4. I love the Americans are ethnocentric notion. Which one exactly? I wonder if the “Germans” are ethnocentric with the Turks, or the “French” with their new Islamic immigrants.

    Americans aren’t ethnocentric, PEOPLE are ethnocentric.

  5. After watching the latest AI (American Idiot – Idol…) “How come fat black women look so much better than fat white women? They can just get away with being fat and it does not look nearly as bad.”

    Unless your wife is bicurious you really should have told her what YOU think of black women. What? A fat girl looks slightly better if she has a tan. So?

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