Apple’s misunderstood ad

Apple has produced some amazing ads over the years. 1984, introducing the original Mac; the Think Different campaign; and one of my favorite this year, about photos.

Their new ad “Misunderstood” is also great. Federico Viticci has a rundown of the details and how brilliantly it unfolds. I first noticed the video via Neven Mrgan, who had this to say on App.net:

“Apple’s new ad (‘Misunderstood’) is technically perfect: https://www.youtube.com/watch?v=ImlmVqH_5HM …but I have to say it doesn’t quite ring true to me. Kids use iPhones to shut out the family and hang out within their own social circle (and that’s ok).”

He’s right. My daughters will likely escape to Instagram and various chat apps to connect with their friends through the holidays. But also I think ads like this work so well not because they represent reality, not because they’re true, but because we want them to be.