iphone ad "sequence shortened"

It's on the one for the restaurant shaky app (I forget the name!). It's the only ad I have noticed it on. They probably shortened the sequence because that app has a few seconds of useless nothing while it's acting like a slot machine.

It was shortened for 2 reasons.

A) It's a commercial. No one wants to sit there and wait for something to happen on the phone. They want things to happen instantly. It's a commercial. Don't show stupid loading times/buffering/etc. Get right to it and show the focal point of the product.

B) Commercials on t.v. cost an assload of money. How expensive the commercial costs to the company depends on when the commercial is run. When Friends was running, a 30-second t.v. commercial cost $473,500 to run. During the superbowls, one commercial ran for $2.25 million. So it's in all of the companies best interests to keep the commercial down to the 30-second mark.

They just shortened the slot-machine "spinning" animation. It usually goes for 4-5 seconds and they showed it stopping in 2 seconds.

No big deal.

swy05 said:

It was shortened for 2 reasons.

A) It's a commercial. No one wants to sit there and wait for something to happen on the phone. They want things to happen instantly. It's a commercial. Don't show stupid loading times/buffering/etc. Get right to it and show the focal point of the product.

B) Commercials on t.v. cost an assload of money. How expensive the commercial costs to the company depends on when the commercial is run. When Friends was running, a 30-second t.v. commercial cost $473,500 to run. During the superbowls, one commercial ran for $2.25 million. So it's in all of the companies best interests to keep the commercial down to the 30-second mark.

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Those are good logistical points regarding short ads, but they are not reasons to have the words "sequence shortened" in the actual ads.

Apple is very good with having simple, but useful imagery in their commercials. It's there for an important reason.

I agree with the OP. This looks like a reaction to the lawsuits.

soberbrain said:

Those are good logistical points regarding short ads, but they are not reasons to have the words "sequence shortened" in the actual ads.

Click to expand...

I think those are exactly the reasons. I remember numerous threads with people whining about how what they saw on a commercial wasn't even close to what they were experiencing in real life...and some actually said Apple should be sued for false advertising. "MY mail never downloads that fast!"

Does anyone really want to sit through a commercial where they hit the button, watch it say "connecting" for 10 seconds, watch it downloading mail for another 20 seconds, opening the mail, then downloading the attachment for another 10 seconds. That would be one insanely boring commercial, and would probably not sell much product.

The point is to show exactly what it can do, not exactly how fast it can do it. I think the "sequence shortened" line was in direct response to knuckleheads complaining.