What Ken Segall says about Apple’s new TV ads

The creator of “Think Different” reviews Frankie’s Holiday, Bulbs, Balloons, Dive and Drake v. Bench Press.

A raspberry for Drake and high praise for Bulbs from the master:

I try not to get all emotional about these things, so please forgive this outburst: I think this is one of the greatest commercials Apple has ever made.

I’m surprised by my own reaction, because the pieces of this spot are actually built from the familiar. It employs a well-worn soundtrack (William Tell Overture) and the oldest trick in the advertising book — the montage.

But one doesn’t have to reinvent the wheel to make a point in a creative, memorable way. This spot is so artfully constructed, and so intensely energetic from the start, it literally embodies the ad’s concept. That being: ideas have tremendous power.

Below: Bulbs from YouTube. Read Segall’s Four hits and a cringe on his Observatory blog. Great ads. Smart analysis.


  1. George Ewonus said:

    My 15″ MacBook Pro arrives next week. Will certainly update everyone once I can put it through its paces.

    December 2, 2016

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