Apple's Oscar Ad Shot Entirely on an iPad

[coolfactor]

"Debuted"? The Oscar's don't air for a couple of hours.

What timezone are you in?

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speaking of, i am live streaming right now from ABC / E! and the amount of commercial breaks u guys have in america is INSANE. i dont know how u guys do it. theres one like every 3 minutes! and here i am in Germany complaining about ad breaks every half hour

Depends on the channel. There are some very good ad-free channels, but they are rare. Some channels have reasonable commercial breaks, and some go insane. I've given up watching regular TV entirely. Netflix only for me now.

 

[PowerBook-G5]

Not only that, the iPhone is selling fine; the iPad, not so much.

This is another ad highlighting what makes Apple such a master at marketing: look at all the stuff you can do with it! You can even splatter paint all over it!

I didn't really think of that.

And yes, EVERY parent is willing to buy their kid an iPad, just for them to splatter paint on it

*Went back and watched ad again* HOLY CRAP THAT iPad HAS A LOT OF PAINT ON IT! (00:44)

 

[casperes1996]

Oh thank God!

Last Apple ad had me so worried. It didn't feel right. This... This was brilliant! **** I love it! It's so Apple, so classic Apple. It's art, it's poetry, it's beauty, it's Apple .
Whoever got the idea for this, give yourself a shiny.

 

[TMRJIJ]

I love the Air 2. Each ad make me want it a little more but I think I'm sticking with my iPad 2 for a couple more months. Dude has to pay College Tuition first

 

[JPLC]

Does the crane and rails come with the iPad?

 

[senzung]

At least they are honest not hiding those thousands $$$ of equipment attached to iPad in their commercial this time ...

 

[BB1970]

Kids today.
When I went to film school (NYU) I had to lug around this battery belt, a huge 16mm camera (sometimes in questionable areas), shoot without knowing if the shot came out well, and then begin the long arduous editing process of razor blades and tape.
While I wouldn't trade the experience for the world..
I'd happily trade the gear for an iPad Air 2

 

[johansugarev]

I can do that to with thousands of dollars in equipment to go with my Air 2 and a professional audio and lighting crew.

To shoot a good ad you would need additional equipment and crew with any camera.

 

[kdarling]

Kind of makes it seem like a waste that most people use them to play games while they're on the toilet.

Hey, that's a primary reason to have one!

Heck, even Jobs supposedly thought so:

"What are these things good for besides surfing the Web on the toilet?" - Alleged quote of Steve dissing tablets to his staff, 2003

A man has to have entertainment upon his throne.

 

[coolspot18]

At least they are honest not hiding those thousands $$$ of equipment attached to iPad in their commercial this time ...

It could have all been shot on $30.00 Logitech Webcam too. People use what they want to use to shoot video. Nothing special.

 

[Jessica Lares]

So you guys would have rather have seen very shaky footage? Even with stabilization, it's still a PITA to shoot video that looks good when your hands are very shaky.

Sure, you could probably do this with a Surface. After paying $100/$500+ for the software and spending a few months learning it.

Hey, that's a primary reason to have one!

Heck, even Jobs supposedly thought so:

"What are these things good for besides surfing the Web on the toilet?" - Alleged quote of Steve dissing tablets to his staff, 2003

A man has to have entertainment upon his throne.

And in 2003! When they were big and bulky.

 

[Phobophobia]

This is a beautiful commercial.

 

[darcyf]

If you can afford or gain access to all that other filmmaking gear, why would you then skimp on the most important tool of all, the camera? The iPad can clearly take a nice enough shot, but just why settle for that if you're investing in every other aspect of the production?

I mean, it's an ad. I get it. Just doesn't make sense if you think about it.

 

[kdarling]

And in 2003! When they were big and bulky.

True, regular PC tablets were bulky, but I think Jobs was talking about all the so-called "webpads" that everyone was trying to market at the time.

(For the younger people reading this, webpads were solid-state drive, instant on, slates designed mostly for web browsing, plus sometimes for video conferencing and home control, and usually capable of running apps as well. Basically, what the iPad was a decade later.)

E.g. the 2001 LG "Digital iPad" (yes, iPad !!) with 8" screen.

The trouble was, the market wasn't quite ripe for them. Needed more homes with WiFi, for one thing.

 

[CrashX]

It would have been funnier to just show the kids trying to mount the iPads onto the equipment

The ads are just getting more ridiculous. I think I remember one where apparently people from all over the world were supposedly collaborating in real time to create music or "art" or whatever.

It's an iPad. My new one sits on the coffee table or by the bed. The old one sits on the back of the toilet.

 

[cdm283813]

But their using gear that cost more than the iPad. If you need to speed $12,000 on a $10,000 car to make it faster why not speed $22,000 on a better car?
The iPhone 6 plus would have better results if you held it in hand with the optical stabilization. Apple pretty much doomed iPads with the 6 plus.

 

[richwoodrocket]

this is wrong on so many levels. not just taking pictures with an ipad, but taking video...

 

[casperes1996]

But their using gear that cost more than the iPad. If you need to speed $12,000 on a $10,000 car to make it faster why not speed $22,000 on a better car?
The iPhone 6 plus would have better results if you held it in hand with the optical stabilization. Apple pretty much doomed iPads with the 6 plus.

I disagree, and here's why.
I don't want a big phone. I think the 6 is slightly too big actually. It's fine enough in form factor, but just a tad too big. A 6+ would be horrendous. However, a phone that is a phone and a tablet that is a tablet. That combination is excellent. I am not the only one.

 

[smirking]

No pro lighting rigs, no steady cams, no stick on lens's. Nothing, just the device. At the VERY most perhaps a tripod, and just edit the footage to look nice.

Exactly. With perfect lighting and immaculate acoustic design your choice of equipment will be very forgiving.

 

[Daku93]

speaking of, i am live streaming right now from ABC / E! and the amount of commercial breaks u guys have in america is INSANE. i dont know how u guys do it. theres one like every 3 minutes! and here i am in Germany complaining about ad breaks every half hour

Yeah. The amount of ad breaks in America is insane. I watch some series via livestreams from over there and in one hour there are like 4 or 5 breaks where we typically only have 2. Actually in Germany there are some rules on how many ad breaks you can run per hour and how long they can be.

 

[MrXiro]

I can do that to with thousands of dollars in equipment to go with my Air 2 and a professional audio and lighting crew.

It's a way bigger PITA to film with an iPad than an entry level SLR with a kit lens and you'll still get better image quality, compression and depth of field on a lower price with the SLR.

It would have been more practical to film this on an iPhone 6.

Aside from that there was nothing particularly spectacular about this commercial. Not to mention the hundred of thousands they probably put into post production.

I used to work for a post house that colored Apple ads. Post work costs a ton of moolah.

 

[tennisproha]

so 'the making of' is not making a film with an iPad. how about show the actual film that was made and let us be the judge…

 

[ghettochris]

I really really REALLY hope this is done in a genuine way, without thousands of dollars of extra hardware to improve what a typical user can obtain.


Whilst when they do that, it's technically still being shot on an iPad or an iPhone or whatever, I don't really feel it's in the True Spirit of the thing.

If you want to say "Shot only with an iPad or an iPhone" Then that's all the hardware that should be used.

No pro lighting rigs, no steady cams, no stick on lens's. Nothing, just the device. At the VERY most perhaps a tripod, and just edit the footage to look nice.

That would be in the spirit of the thing as I say, and I hop this is what they have done this time.

I disagree. If they want to use equipment so they can get moving shots that are steady, more power to them. Any normal person can use a tripod and get a stable shot. The point is what the quality of the camera can do if you can hold it steady, who cares if they use thousands of dollars of dollies to do it. The point is the quality of the camera not a luck we can hold the camera steady well we move it and you can't ha ha Ha.

 

[EldonChew]

I, personally, would have chosen to film this commercial with an iPhone 6 Plus, seeing as it has the Optical Image Stabilization. But I suppose that they used an iPad for the commercial to prove the point that it's good for video-making, though.

iPhone 6 Plus has Optical Image Stabilization yes

Not Optical Video Stabilization.

 

[WilliamG]

Fun little ad, but... (haters gonna hate), it *looks* like it was shot with an iPad or any other random *insert mobile device name here*.