Apple’s ‘Do Not Disturb’ iPhone Ad Is Brilliant, but Terribly Timed

Williams sisters shine, feature suddenly doesn't

Apple takes a stroll in dreamland in this superb spot highlighting the iPhone 5's "Do Not Disturb" feature, which silences the ringer on calls during overnight hours (or any hours you specify). It really is an incredibly fun ad. In the voiceover, Jeff Daniels talks about how great it is not to be interrupted by a call when he's having a dream about the Williams sisters. Now, this being Apple, the dream in question is completely G-rated. It involves a vigorous game of Ping Pong. (One can imagine other dreams involving the sisters. But for a company whose products are constantly described as "sexy," Apple's ads—from TBWA\Media Arts Lab—always steer clear of anything remotely racy.) The table-tennis action is superbly filmed, and the sisters' reactions at the end of the point are priceless. It may be the most enjoyable iPhone spot yet. It's a shame, then, that it happened to be released for New Year's—when, due to a glitch involving the rollover to 2013, "Do Not Disturb" suddenly stopped working for a number of users on Tuesday morning.