The new iPhone ad is one of the best ads Ive ever seen.
In 30 seconds you learn you can hold this thing in your hand, you control it by touching the screen, it flows, you can watch a movie on it, the screen pivots, its fast, you can type on it, it has maps, it knows your location, it makes useful decisions for you, and you can make calls. Its all so obvious and comfortable and easy in 30 seconds without being rushed.
And you learn all of this in the context of a scenario, not in the context of an explanation. An anonymous hand can be yours, your mothers, your fathers, your kids, your grandparents, anyones. A friendly voiceover represents your own internal voice. Easy music reinforces an easy product. This is the actual interface, not an interface that is enhanced or embellished so it looks better on TV.
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