Apple Shares Humorous 'Bokeh'd' Ad Highlighting iPhone Depth Control Feature

alchemistmuffin said:
I think Apple might have made the wrong version of this ad public and available in their feed.

Normally, at the end of the ad, it would cut straight to just Apple logo. In this one, it has at&t logo before cutting to Apple logo. The versions with carrier logo before Apple logo appears is normally for reserved for pre-roll ad before it appears on monitiezed YouTube video, hence it’s always uploaded as “unlisted video”

Someone at Apple PR is about to be written up or getting fired.
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yup. that at&t logo was definitely unusual
 
thedarkhalf said:
Whats that you say? A $1500 DSLR with detachable lens can do something better than an iPhone?? I'm contacting all of the tech & camera companies now. I think everyone should know this!!

/sarcasm
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A $1500 device which is build for 1 purpose only is better at its job than a $750 device built for multiple purposes?

Wow, this is unheard of.
I will officially never sleep again :)
 
The only thing that would make this commercial better is a Verizon logo as opposed to the AT&T logo. lol
 
I wish they'd pronounce "bokeh" correctly. I mean, I don't know how you get "boka" from bokeh, but whatever.
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Gary Z said:
Good commercial.

Dictionary shows the pronunciation as bo-káy.
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Oops. Guess I should've read all the comments before posting.
 
Apple is inadvertently opening up a slippery-slope with this Bo-keh Ad. It shows that 'Apple Owners' are inept at operating their iPhone Camera... by admitting to making mistakes, and producing unintended negative-results. Subtle, but scary all at once.
 
Mildly funny, but at the huge expense of making the feature less attractive and desirable to the masses. Creating an argument among friends about misusing a feature doesn’t really make it something people will yearn to have. Ads like this are amateurish, created by advertising creatives who’d rather sell out the feature to get a cheap laugh than actually build demand and drive sales.

Would’ve been better to have two people looking at photos they just took at a party, and then see one with a highly annoying acquaintance (Fred) photobombing them in the background, ruining an otherwise nice photo. Then the one person shows the other how to increase the bokeh with depth control, and they not only make the photo more beautiful, they completely obliterate Fred. They look at Fred, annoying other people, and then laugh. Or something like that.

The gag in a commercial needs to positively reinforce the new feature in order to make it desirable and create demand. Otherwise it’s just vaguely creating awareness without driving sales. The product/feature should be the hero, not the villain.
 
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SoundJudgment said:
Apple is inadvertently opening up a slippery-slope with this Bo-keh Ad. It shows that 'Apple Owners' are inept at operating their iPhone Camera... by admitting to making mistakes, and producing unintended negative-results. Subtle, but scary all at once.
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She doesn’t seem inept, it appears like she knows how to use the feature quite well. That was no mistake.. she wants a picture of her own son, not that little brat Jacob lol.

Scary? Yeah, I don’t see it.
 
sidewinder3000 said:
Mildly funny, but at the huge expense of making the feature less attractive and desirable to the masses. Creating an argument among friends about misusing a feature doesn’t really make it something people will yearn to have. Ads like this are amateurish, created by advertising creatives who’d rather sell out the feature to get a cheap laugh than actually build demand and drive sales.

Would’ve been better to have two people looking at photos they just took at a party, and then see one with a highly annoying acquaintance (Fred) photobombing them in the background, ruining an otherwise nice photo. Then the one person shows the other how to increase the bokeh with depth control, and they not only make the photo more beautiful, they completely obliterate Fred. They look at Fred, annoying other people, and then laugh. Or something like that.

The gag in a commercial needs to positively reinforce the new feature in order to make it desirable and create demand. Otherwise it’s just vaguely creating awareness without driving sales. The product/feature should be the hero, not the villain.
Click to expand...
I like your “photobombing Fred” idea a lot, but think you’re somewhat overly concerned about any possible negative reaction to the woman who (deliberately) bokeh-ed Jacob. I think people will get the humor.
 
PickUrPoison said:
I like your “photobombing Fred” idea a lot, but think you’re somewhat overly concerned about any possible negative reaction to the woman who (deliberately) bokeh-ed Jacob. I think people will get the humor.
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It’s not about “getting” the humor. I get it. People will get it. The problem is that the way the humor is used, it doesn’t create a strong, positive association with the feature. The purpose of an ad is not to make people laugh, it’s to make people love, admire, or crave the product. To create a positive association that indelibly communicates how the product will make someone’s life better.

This ad is funny but presents the feature as something that may or may not have unintended results, and is causing a rift in a social situation. Subconsciously, it creates as many (or more) problems than it solves.
 
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sidewinder3000 said:
It’s not about “getting” the humor. I get it. People will get it. The problem is that the way the humor is used, it doesn’t create a strong, positive association with the feature. The purpose of an ad is not to make people laugh, it’s to make people love, admire, or crave the product. To create a positive association that indelibly communicates how the product will make someone’s life better.

This ad is mildly funny but presents the feature as something that the user doesn’t understand, and can accidentally cause arguments and drive friends apart. Subconsciously, it creates as many or more problems than it solves.
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I think we’re going to have to agree to disagree. I found it quite a bit funnier than “mildly” and the user understands the feature perfectly, doesn’t she? It creates a strong positive association with the feature for me.

imo, you’re taking it too literally and reading way more negativity into the ad than it conveys, overtly or subconsciously. Drive friends apart? I don’t know, it just seems to me you’re reaching pretty hard there.
 
coolsean20 said:
The only thing that would make this commercial better is a Verizon logo as opposed to the AT&T logo. lol
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They made the wrong available to the public. This version is supposed to be uploaded as “unlisted” so it can be used in pre-roll YouTube ads on monatized video.

The correct version is supposed to be one that cuts straight to Apple logo at the end.
 
bigjnyc said:
Nobody cares. How many people walk around with a huge professional camera?
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how many photos have you seen printed larger than a stamp?

those care who want quality and actually think about using them somewhere else than a tiny bad quality photos lost in web.
 
Just like the Credit Card advertisement missed its opportunity to have Jennifer Garner say she was in the penalty box for Hooking, Apple missed an opportunity to have two soccer moms getting into a cat fight.

Grow a pair.
 
mrex said:
how many photos have you seen printed larger than a stamp?

those care who want quality and actually think about using them somewhere else than a tiny bad quality photos lost in web.
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I must be living in a different century than you do :)

https://www.cnet.com/news/pro-photographer-iphone-julian-calverley-interview/

And completely missed the point of the person posting and the point of the whole thread.
Well, nevermind.

That reminds me
I have seen a lovely video a few years back when they took a picture with $20k camera in the studio and an iPhone, then photoshop them both, printed as a magazine and asked random people on the street. I don’t remember in detail, but I think it was 1 in 10 who noticed a “lower quality in print” and to the other people the difference was unnoticeable.

Why do all those self proclaimed PROs so dread of mobile phone cameras, is beyond me.
If you are so good and your pictures are so superior then you have nothing to worry about. Or do you?
 
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Look .. into .... the abyss. Switch your brains off .... further. The iPhone knows all. The Bokeh feature will be used once and consigned deep ...... deep into your shallow memory. Now. Spend ... spend much cash .... on the features you’ll never really need or bother with .... ever. Look into the screen. I control your thoughts. Your movements. Your actions ..... look ... funny photo. Ha ha. Share with your “friends”. Give me your cash ... life ... memories ... look! Bokeh!. Funny video. You don’t need me ... but you’ll have to. In case your “friends” have this useless feature in their phone things. And you wouldn’t want to be excluded from your social tribe for not having it now would you? Alright. Now. Again. Look into the screen ... it’s distracting you. Yes. You could actually do more social than media. Actually socialise. Remember what that used to be like? No? Good!. Bokeh! You need Bokeh! Slowly remove your credit card from your wallet. That’s it. Don’t lose focus now. Keep looking at the screen. Good. Pay Now! Excellent. You have done well, young servile. Soon not only will you have done nothng with your life other than waste it on banalities and trivia as you do now...but ...you will be taking Bokeh photos of yourself doing that to share with your “friends” doing exactly the same Good. Keep an eye out for the email with postal transit updates. Thank you.

Customer: “Yeah, ok. Bokeh Dokey! Eh? Huhuhuh. Bokeh Dokeh! Funny innit. Bokeh good. Can I look away from the screen that tells me what to do all day? No? Oh. Ok. What’s that? Oh. Look. Funny photo ... ha ha. Funny video. ... huhuuuuh.”

—————————————————————————————

“Right. Lights on again, please. Ok everyone. You’ve seen the focus group Bokeh Campaign Ad what do you think?”
“Great Tim. Should do a great job. Yes”
“Great job? What do you mean by great job?”
“Well you know, a great job in distracting people away from the elephant in the room”
“Oh. You mean the er.. the lack of innov ... right. Yes good job! Well done everyone!”
 
bokeh_fail.jpg


Bokeh Fail (son's glasses blurred out) - I liked the Ad though, thought it was decent.

(I know my son's lips are sore, it's a habit he's got!)
 
BruceEBonus said:
Look .. into .... the abyss. Switch your brains off .... further. The iPhone knows all. The Bokeh feature will be used once and consigned deep ...... deep into your shallow memory. Now. Spend ... spend much cash .... on the features you’ll never really need or bother with .... ever. Look into the screen. I control your thoughts. Your movements. Your actions ..... look ... funny photo. Ha ha. Share with your “friends”. Give me your cash ... life ... memories ... look! Bokeh!. Funny video. You don’t need me ... but you’ll have to. In case your “friends” have this useless feature in their phone things. And you wouldn’t want to be excluded from your social tribe for not having it now would you? Alright. Now. Again. Look into the screen ... it’s distracting you. Yes. You could actually do more social than media. Actually socialise. Remember what that used to be like? No? Good!. Bokeh! You need Bokeh! Slowly remove your credit card from your wallet. That’s it. Don’t lose focus now. Keep looking at the screen. Good. Pay Now! Excellent. You have done well, young servile. Soon not only will you have done nothng with your life other than waste it on banalities and trivia as you do now...but ...you will be taking Bokeh photos of yourself doing that to share with your “friends” doing exactly the same Good. Keep an eye out for the email with postal transit updates. Thank you.

Customer: “Yeah, ok. Bokeh Dokey! Eh? Huhuhuh. Bokeh Dokeh! Funny innit. Bokeh good. Can I look away from the screen that tells me what to do all day? No? Oh. Ok. What’s that? Oh. Look. Funny photo ... ha ha. Funny video. ... huhuuuuh.”

—————————————————————————————

“Right. Lights on again, please. Ok everyone. You’ve seen the focus group Bokeh Campaign Ad what do you think?”
“Great Tim. Should do a great job. Yes”
“Great job? What do you mean by great job?”
“Well you know, a great job in distracting people away from the elephant in the room”
“Oh. You mean the er.. the lack of innov ... right. Yes good job! Well done everyone!”
Click to expand...

Wow, lost me all after first sentence :)
If you converse in the way you write, you must be a terrific fun at the parties. Mobile phone can take a picture and do other things too, so life sucks :)
 
sidewinder3000 said:
It’s not about “getting” the humor. I get it. People will get it. The problem is that the way the humor is used, it doesn’t create a strong, positive association with the feature. The purpose of an ad is not to make people laugh, it’s to make people love, admire, or crave the product. To create a positive association that indelibly communicates how the product will make someone’s life better.

This ad is mildly funny but presents the feature as something that the user doesn’t understand, and can accidentally cause arguments and drive friends apart. Subconsciously, it creates as many or more problems than it solves.
Click to expand...
Wait - I can use this feature to get rid of my kid’s dopey friends? I’ll take two!
 
Until I googled it, I heard "boca" and thought they were either talking about those frozen veggie-burgers or that city in Florida.
 
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