Here are four new spots from TBWA\Media Arts Lab for the iPhone 4, focusing on the FaceTime video-calling feature, which Apple clearly sees as a very big deal going forward. While the recently deceased "Get a Mac" campaign was based around wry banter, this series is full-court schmaltzy, delving into tiny, emotional families stories—daughters showing fathers their new braces and haircuts, a wife telling her husband she's pregnant, a grandfather seeing his son's new baby. It's good simple storytelling, but so sentimental as to verge on cloying. Perhaps the older generation will disagree. Three more ads after the jump, along with the original FaceTime spot from a month ago.
The earlier launch spot for the iPhone 4 with FaceTime: