Apple’s iPhone TV Ads: The Complete Campaign

1

Hello

Airdate: 3/2/07. The first iPhone teaser spot, on the Oscars in 2007, stitches together movie and TV scenes with famous actors and actresses on the phone—Apple's first all-star cast since the "Think different" brand campaign of the mid-1990s. It's a stylish crowd-pleaser, yet different from everything that is to come.

2

How To

Airdate: 6/4/07. "This is how you turn it on." The iPhone offers an experience so new, it needs the oldest marketing trick in the book to promote it—the product demonstration. Apple begins at the beginning, with four spots showing you just what an iPhone is—including how it's different from an iPod—and the basics of how to use it.

3

Never Been

Airdate: 6/4/07

4

Calamari

Airdate: 6/4/07

5

Watered-Down Internet

Airdate: 7/2/07

6

All the Parts

Airdate: 8/9/07. The next four spots show off the variety of features that the built-in apps plus Internet provide—weather, traffic, travel, finance, all in a phone that's also an iPod. You lived "all these years" without this stuff, one spot admits. The question is: How?

7

All These Years

Airdate: 8/9/07

8

Amazing OK Go

Airdate: 8/9/07

9

Instead

Airdate: 8/9/07

10

One Thing

Airdate: 10/7/07. Up next are six testimonials in which people—notably from all walks of life—explain how their iPhone has come through in a time of need. The spots invert Apple's traditional minimal color scheme, using a jet-black background instead of stark white.

11

Mankind

Airdate: 10/9/07

12

Meredith

Airdate: 10/9/07

13

Delay

Airdate: 11/1/07

14

My Show

Airdate: 11/1/07

15

The Winger

Airdate: 11/1/07

16

Surprised

Airdate: 11/1/07. Apple closes out its first year of iPhone advertising with a tribute to the skateboarding dog—and a reminder that YouTube is available on the iPhone, too.

17

Cars

Airdate: 2/1/08. Six new spots in March 2008 revert to the original structure of a hand swiping through features of the device. The new ads suggest the iPhone can help you win bets against friends, get GPS-enabled directions, comparison shop for cars, change flights, and so on. One spot shows you how to use iTunes on the phone. And one focuses on Facebook—accessed at the time through Safari, as the Facebook for iPhone app is still several months away.

18

Facebook

Airdate: 2/1/08

19

The Great Thing

Airdate: 2/5/08

20

Bet

Airdate: 3/6/08

21

Music Store

Airdate: 3/6/08

22

Brilliant

Airdate: 3/26/08

23

Hallway

Airdate: 6/10/08. Next up is a rare story-driven spot, which plays out like something from a spy movie, introducing the iPhone 3G.

24

Everyone

Airdate: 7/21/08. The marketing of the iPhone 3G begins in earnest, emphasizing the better speed and reduced cost of the next-generation gadget. One spot also stresses that the iPhone integrates well with your professional work flow.

25

Unslow

Airdate: 7/21/08

26

Work Friendly

Airdate: 7/21/08

27

Changes Everything / Lonely Planet

Airdate: 8/20/08. The rest of 2008 is given over to promoting the newly opened App Store, and the various early apps available in it. The first three spots begin by showing you how to download an app. Four more assume you've mastered that, and focus deeply on four apps in particular, from MLB, Loopt, Shazam and Urbanspoon.

28

Changes Everything / Cro Mag

Airdate: 8/29/08

29

Changes Everything / Vicinity

Airdate: 8/29/08

30

Game Changer

Airdate: 10/8/08

31

Dilemmas / Urbanspoon

Airdate: 10/8/08

32

Dilemmas / Loopt

Airdate: 11/4/08

33

Dilemmas / Shazam

Airdate: 11/6/08

34

Check

Airdate: 1/26/09. "There's an app for that." As the App Store continues to fill up with goodies, TBWA comes up with one of the great Apple marketing lines ever—which it uses through the whole first half of 2009.

35

Read

Airdate: 1/26/09

36

Fix

Airdate: 3/11/09

37

Itchy

Airdate: 4/2/09

38

Office

Airdate: 4/2/09

39

Student

Airdate: 4/2/09

40

Break-In

Airdate: 6/12/09. The spy-caper theme is back in the launch spot for the iPhone 3G S, the first model that's able to shoot video.

41

Skateboard

Airdate: 6/22/09. Three more spots focus on features newly available in the iPhone 3G S—the video functionality, copy and paste, and voice control (a forerunner of Siri).

42

Copy and Paste

Airdate: 7/16/09

43

Voice Control

Airdate: 7/16/09

44

Travel

Airdate: 7/31/09. "There's an app for that" returns in three new spots focused on travel, data sharing, and sports.

45

Share

Airdate: 8/17/09

46

Avid

Airdate: 8/18/09

47

Dine In / Dine Out

Airdate: 9/17/09. Another three spots ditch the "There's an app for that" line in favor of some parallel wordplay, in which iPhone apps—now numbering 75,000—are said to appeal to nature lovers, pizza lovers, and everyone in between.

48

Nature Lovers / Pizza Lovers

Airdate: 9/18/09

49

Pass Test / Pass Time

Airdate: 9/18/09

50

Gift

Airdate: 11/17/09. Two more spots continue the same approach, except now the App Store is up to 100,000 apps.

51

Song

Airdate: 11/17/09

52

Multi-People

Airdate: 11/20/09. Another quick pair of spots show you everything you can do on the iPhone—while having someone on the line.

53

Where’s the Movie

Airdate: 11/20/09

54

12 Apps of Christmas

Airdate: 12/4/09. Apple wraps its 2009 iPhone marketing with a holiday spot.

55

Family Travel

Airdate: 2/19/10. iPhone advertising gets democratic. Instead of the same single male voiceover speaking on behalf of the company, Apple turns the ads over to iPhone users, male and female, who tell stories of how the device is indispensable—in nine spots through the first half of the year.

56

First Steps

Airdate: 2/19/10

57

On Hold

Airdate: 2/19/10

58

Commute

Airdate: 4/2/10

59

Concert

Airdate: 4/2/10

60

Shopper

Airdate: 4/12/10

61

Backpackers

Airdate: 4/15/10

62

Dog Lover

Airdate: 4/15/10

63

Family Man

Airdate: 4/15/10

64

Big News

Airdate: 7/12/10. The iPhone 4 makes its debut. But instead of a traditional introductory launch spot, Apple crafts four narrative spots focused on FaceTime, the face-to-face video-calling feature.

65

Hair Cut

Airdate: 7/12/10

66

Meet Her

Airdate: 7/12/10

67

Smile

Airdate: 7/12/10

68

Longer

Airdate: 11/18/10. Four months after the FaceTime spots, this ad touts the extended life of the iPhone 4's lithium polymer battery.

69

Under the Covers

Airdate: 12/13/10. Apple closes out 2010 with another holiday spot. This time, a boy connects with a very familiar Santa Claus through FaceTime.

70

Waltz

Airdate: 1/21/11. The new year begins on an artful note, with two iPhones waltzing together.

71

App Store

Airdate: 3/15/11. "If you don't have an iPhone…" TBWA comes up with another strong line, this time to distinguish the Apple product from the new generation of would-be iPhone killers. In seven spots through the first half of 2011, the campaign uses the line to emphasize software and hardware available only on the iPhone.

72

Game Center

Airdate: 3/15/11

73

iBooks

Airdate: 4/8/11

74

iPod + iTunes

Airdate: 4/8/11

75

Retina

Airdate: 4/8/11

76

Airplay

Airdate: 6/30/11

77

Facetime

Airdate: 6/30/11

78

Siri Assistant

Airdate: 10/20/11. The iPhone 4 S launches, and with it, the age of Siri. Two new narrative spots talk up the iPhone's new personal assistant. Two more focus on the device's new camera and iCloud capability.

79

Siri Snow Today

Airdate: 10/30/11

80

Camera

Airdate: 10/30/11

81

iCloud

Airdate: 10/30/11

82

Siri Santa

Airdate: 12/18/11. A third year with an iPhone holiday spot. This time, Santa Claus uses Siri to find his way on Christmas Eve.

83

Siri Rock God

Airdate: 2/8/12. Siri remains the star as iPhone advertising enters its sixth year, beginning with two winter spots focused on music and travel.

84

Siri Road Trip

Airdate: 2/8/12


85

Rainy Day

Airdate: 4/16/12. Siri is joined by two other celebrities, Zooey Deschanel and Samuel L. Jackson, as the campaign suddenly gets some star power.

86

Date Night

Airdate: 4/16/12

87

Joke

Airdate: 5/23/12. Siri moves on from Sam and Zooey and takes up with John Malkovich, who shares her sense of humor and general outlook on life.

88

Life

Airdate: 5/23/12

89

Busy Day

Airdate: 7/23/12. Another celebrity spot, this time with Martin Scorsese, whose demanding schedule puts Siri to the test.