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Sometimes Apple's demo spots for the iPhone are charming; other times they can feel cold. The recent ones, with the rapid-fire word jumbles and cheerleader-style chants, had an odd, rah-rah vibe to them, which came across as sterile (a danger within Apple's already minimalist environment of purely imagined space). Coincidentally or not, TBWA\Media Arts Lab goes all warm and fuzzy in its latest iPhone spot, "Photos Every Day," which leaves the stark white background behind and reenters the real world.
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