Apple prison break, circa 1984 (video)

9to5Mac‘s Zac Hall, picking up the dystopian vibe:

Apple has shared an interesting new ad promoting the colorful iPhone XR called Color Flood. The minute-long video mostly portrays a rather odd totalitarian society (or possibly a prison break?) where people are running through the streets in basic uniforms only distinguished by color.

Cue the video:

My take: This is Apple’s marketing department, feeling the grip of the bear market. Or maybe this is what it feels like to work, open-office style, in a donut the size of the Pentagon. For what it’s worth, I’ve learned that these are mostly traceurs (and a handful of traceuses) practicing parkour, a martial art developed in France in the late 1980s. The music is Cosmo Sheldrake’s “Come Along.” I don’t recognize the city.


  1. Peter Kropf said:
    This ad wasn’t planned for a bear market. Planning had to have begun at least 3 months ago, in the midst of a bull market.

    December 29, 2018
  2. Gregg Thurman said:
    With my rather negative Apple Music experience and this ad it is obvious that Apple has passed my generation by, not that I’m going to switch to Android, I just feel somewhat abandoned.

    December 29, 2018
    • Aaron Belich said:
      Goddamn kids, get off my lawn!!!

      All kidding aside Gregg, Marketing is always going to target the dollars. Apparently younger audiences have it, or the means to acquire it, perhaps via their wealthy elders

      While I have a classical music upbringing, I found the tune in the ad good enough to get my foot tapping.

      December 29, 2018

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