Pinterest touts its newly unveiled messaging feature in this handsomely shot two-and-a-half minute video from production house Strike Anywhere.
The clip is Apple-esque, as are so many personal-tech ads these days, celebrating Pinterest's heightened functionality as a means of enhancing everyday life. Using the new messaging system, people engage in pithy yet productive text conversations about pins showing canoes, casseroles and spaceships. This demonstrates Pinterest's ability to help folks collaboratively plan outings, dinners and work projects. (Of course, it could also create fresh opportunities for advertisers.)
The music track, Kishi Bashi's "Philosophize in It! Chemicalize With It!" is a fine choice. It's uplifting and accessible, but doesn't overpower the spot. It works here, and would work equally well in any number of recent ads for Apple, Samsung or Microsoft. In fact, this spot, while true to Pinterest's vibe, is a good example of how ads for tech companies increasingly blur the picture, instead of putting their services into sharper focus.
But for Pinterest, building on earlier long-form ads, it represents a noticeable step toward being a major marketer in the social tech arena. Take a look below and see what you think.