“The idea that you do not have to be a professional to create a good commercial is becoming widespread, in a trend known as consumer-generated content. Leave it to Apple to paraphrasing the company’s old slogan a bit think differently,” Stuart Elliott reports for The New York Times.
“A television commercial for the new iPod Touch from Apple, scheduled to begin running on Sunday, 10-28 is being created by the longtime Apple agency, TBWA/Chiat/Day. It is based on a commercial that an 18-year-old English student and Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3 created on his own one day last month,” Elliott reports.
“His spot offers a fast-paced tour of the abilities of the iPod Touch, set to a song titled ‘Music Is My Hot, Hot Sex’ by a Brazilian band, CSS,” Elliott reports. “Mr. Haley said he was inspired to make the commercial by a lyric in the song, ‘My music is where I’d like you to touch.'”
iPod touch Ad – Nick Haley:
“The commercial based on Mr. Haley’s spot will be seen on football games Sunday afternoon and on “Desperate Housewives” and Game 4 of the World Series that night. It is also to be shown in Europe and Japan,” Elliott reports.
Elliott reports, “As for how faithful the professional spot is to the amateur version, Mr. Clow said, ‘we didn’t mess with his content’ because ‘it has a charm to it, a youthful fun.’ The changes include more polished editing and filming the new version in high definition.”
Full article here.
[Thanks to MacDailyNews Reader “Robert” for the heads up.]
Ok, the ad may be fantastic and all, but where did Mr. Elliot learn to write? I thought writers for the NY Times were held to a decent standard for grammar and structure. Call me crazy, but Mr. Elliot needs to go back to school to brush up on his skills….
I hope he gets paid well for his efforts.
BTW Is that English student as in ‘resides in the UK’, or a student of english?
The question is will he get royalties for the ad?
He should get whatever the professional rate for his idea, particularly since they say they make very few modifications to his video.
Only a few free goodies, such as just giving a new iPod or a Pro Mac, for example, would be tacky and cheap on the ad agency’s part. Ofcourse, the kid might sell out for the fame; let’s hope not.
Smart kid. Pretty good ad.
It’s a fun song, too. I never heard it before.
You can BET he got well paid for the ad. Apple flew him to California to oversee the prefessional remake. It’ll certainly ad some gloss to his resume!
Great ad, god job Nick
I enjoyed the statement made :”Nick Haley, who says he got his first Macintosh when he was 3 created on his own one day last month,”
Somehow a person just has to assume this will open the floodgates and have MANY people posting new ads in hopes of catching Apple’s eye.
He’s a talented lad with a potential career in advertising and marketing, if he chooses to pursue it. I wish him well.
I’m sure there are quite a few middle-aged, fat guys in butterfly suits vying for Steve Ballmer’s attention right now. They bring him offerings of virgin chairs and tongue scrapers.
Now the media will see ads created by amateurs as a trend and label it something, like Connercials or TubeAdds.
The “CSS” (name of the Brazilian band) means “Cansei de Ser Sexy”, which is the Brazilian Portuguese for “I’m Sick of Being Sexy”.
“Thanks to MacDailyNews Reader “Robert” for the heads up.”
Damnit! My evil twin at it again.
Notice at the end, it says 16GB……
‘Music Is My Hot, Hot Sex’ by a Brazilian band, CSS,”
Are they on iTunes? yet!
cool ad. pretty awesome that apple used this kid’s idea!
mw: pay. pay him well, apple!
Sentence his structure Elliot Stuart head my makes hurt
Wonder if he got to spend some time with SJ ?
That would probably mean more to him than the money,
Can anyone say Apple “internship”
Microsoft preloaded the CSS album, among others, on some Zune models I believe.
@Bill –
Like it, you will.
The question not answered … was it made in iMovie 8? or iMovie 6! This one could have been either, I think. No fancy transitions, just straight cuts. Not dissing it, the ad looks well up to professional standards.
This just goes to prove a point I’ve made time and again over the past several years – the programs in iLife may be limited, but they are sufficient to make professional-level art. Be that the ’05 version or the ’08 version. Most of us are more limited by our imaginations than by our tools … at least, if we own Macs.
Dave
Way to go, Bill. Nearly spat out my coffee!
Cool ad!!!!
I can see why Apple picked it up.
“Most of us are more limited by our imaginations than by our tools . . .”
And a few of us have a great tool with its own imagination.
I am VERY surprised that Apple has responded in this way. Apple traditionally responds to these sort of things with “cease and desist” letters and other kinds of legal action. Maybe Apple is finally learning…?
I’m Brazilian and I can tell you: CSS is a complete joke.
I’m Brazilian and I can tell you: CSS is NOT a complete joke. It’s not even a joke of any kind. It’s just a successful band that makes many other jealous. As simple as that.
I’m not Brazilian, but I play one on TV. And this is no big deal…I have CSS on my website.
MDN Word: rate…I probably don’t rate anyway.
Ok, concerning the ‘writing’ of this article – look at the original copy and you’ll see it’s simply a matter that, although the space for them is present, the commas were left out:
Leave it to Apple to paraphrasing the company’s old slogan a bit think differently.
… Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3 created on his own one day last month.
Not really acceptable as an oversight, especially for the NY Times.
BC
Ah … in the quoted statement in my post above, MDN’s “program” edited out the spaces
Interesting
Especially in light of all the discussion about AT&T;and some ;
BC
Yep, that ; does appear, amazing
And try this for Elliot’s article –
Leave it to Apple to, paraphrasing the company’s old slogan a bit, think differently.
… Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3, created on his own one day last month.
Much gooder, yes ?
BC
Css fans are really laughable…
As a professional editor, lets not refer to less or more polished editing, I really don’t like the negative underlying tone.
Quite simply, Nick has done an excellent job here, it looks and sounds bang-on to us. I personally would have given him the job of making all the HD and international versions, (after sourcing him pristine graphics).
Congratulations to Nick, we are really pleased for him.
Follow that! (especially to some of those ad agencies!)
Incidentally, did they not mess with the content because the result could not be bettered?
AD
é impressionante, onde tem CSS sempre tem um brasileiro magoado e invejoso pra falar mal. q falta do q fazer!
And who really thinks Apple didn’t write and film the original?
Sounds a lot like Marie Digby…
Very cool ad! Great to see hidden talents being showcased like this. I hope he uses this stepping stone well & grows from here.
And pretty nice song too!
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“hidden talents being showcased like this”
Yes, the hidden talents of Apple’s advertising agencies. This kind of thing doesnt work it it becomes widely known.
that ad is very very good… also very apple. I can see why they are copying it.