"The Great Thing"

“What’s so great about having the Internet in your pocket?” this latest spot for the iPhone from TBWA/Media Arts Lab asks. It’s a self-reflexive question: the commercial strictly adheres to a recognized and familiar formula, which is a radically simple product demo. But what an elegant demo: with the swipe of a finger, we’re led to a map of “Buttermilk” ski trails in Aspen, and then a restaurant (Campo di Fiore) for some apres-ski pasta, and finally, the Jet Blue web site, to change your flight “when you’re just not ready to go home.”
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