New Apple holiday commercials

[Tony West]

Beautiful story and animation.

Marketing department should have dropped off some free iMac Pro’s since they are all rocking Macs anyway.

[Oliver Peters]

[Tony West] “Marketing department should have dropped off some free iMac Pro’s since they are all rocking Macs anyway.”

Except that it seems like these are machines they are actually using to be creative. Don’t you think that makes a better point? More of a soft sell.

– Oliver

Oliver Peters – oliverpeters.com

[Greg Janza]

Seems that the holiday ads are really pushing the creative envelope this year.

So far my favorite is this:
https://youtu.be/mNbSgMEZ_Tw

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[Oliver Peters]

It’s interesting that Apple has appeared to have buried the Editor video, which featured Premiere. It’s still on YouTube, but set as “unlisted”. It no longer appears on the Apple YouTube page, like it did on the first day.

EDIT: It now looks like the link is completely unavailable. Conspiracy theories anyone 🙂

– Oliver

Oliver Peters – oliverpeters.com

[Craig Seeman]

But all the other videos list Adobe Creative Cloud.
Not a single one lists FCPX or Motion.
While I’m sure they want to keep CC users on Mac but no FCPX/Motion marketing at all….

[Oliver Peters]

[Craig Seeman] “But all the other videos list Adobe Creative Cloud.
Not a single one lists FCPX or Motion.”

I may have missed it, but I see no such listing. Non-Apple software is only shown in screenshots.

The others show non-competing Adobe apps, mainly Photoshop. The one in which an app is really mentioned is the music one, which highlights Logic. The one in which Premiere was used featured an app that directly competes. Even though the app itself wasn’t discussed, only the editor’s creative thoughts.

A few years back, Apple did an ad in which iPhone movies from all over the world where quickly gathered and turned into a spot. It was directed by Luke Scott (https://nofilmschool.com/2014/02/apple-1-24-14-iphone-ad-commercial-jake-scott). In doing research for an article, I asked Apple PR about the editing tool used and essentially received a “nothing more to say” response. I found out later the editor cutting it had used FCP7, which is obviously something Apple didn’t want to promote.

My guess is that there’s nothing really nefarious here. Rather, that someone in Apple PR may have felt that something so obvious as using a competing product would take away from the message of the commercial. It could also be that the video is being re-edited to feature fewer or less prominent shots of Premiere in the B-roll, and thus may surface again later.

– Oliver

Oliver Peters – oliverpeters.com

[Tony West]

I’m sure it was just an oversight on their part. I’m never surprised when I see blown marketing these days. I see it all the time at the highest levels. No way I would have had a competitor’s product in my spot. All the work was in the animation. Could have been cut on X and if I was in charge it would have been. Along with new Macs in the shot. Then again, I spent years shooting for AB. You knew better than to have a Coors can in your shot.

[Oliver Peters]

[Tony West] “Could have been cut on X and if I was in charge it would have been”

Yes, it could. But Apple generally doesn’t make those mandates.

– Oliver

Oliver Peters – oliverpeters.com

[Greg Janza]

[Tony West] ” Could have been cut on X and if I was in charge it would have been.”

That kind of mandate is ridiculous. A project with a budget as large as the Apple holiday spot is all about the creative vision of the Director or Creative Director and the production team executing to the best of their ability on that vision. If by chance the production company uses FCPX then it’s a slight bonus for Apple marketing but the primary goal is to create a memorable spot that resonates with the mass audience and whatever tools the creative team uses to achieve that goal should be supported. The same would hold true for any project.

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[Craig Seeman]

Referring to this. Maybe I wan’t clear. Not Holiday spots but…
All Six spots on this page
Adobe Creative Cloud
https://www.apple.com/imac-pro/films/