TBWA\Media Arts Lab launched a pair of new spots for Apple’s iPhone 6s with a decided focus on time.
The 30-second “Less Time,” featuring a cameo from Aubrey Plaza, focuses on how the phone can do more, faster. Thanks to the phone’s “3D Touch” features, the voiceover explains, “you can do a ton of stuff in a lot less time,” like watching a video without opening it or checking out a website without visiting it. Or, as Plaza shows, quickly peak your flight and realize you missed it. That the actress missed her flight may actually be a bigger deal than initial viewing would have you believe. As Adweek points out, a screengrab shows that Plaza is a actually a secret agent and “the fate of the world” depended on her catching that flight. That kind of a fun little easter egg, as is the fact that the sender of email is apparently TBWA\Media Arts Lab account executive Ken Orlino. A second 30-second spot also plays with time, promoting the phone’s Live Photos feature which makes photos “come alive when you touch them” before concluding with a time travel joke. As far as we know there are no such easter eggs in the second spot. The feature-centric spots, while not exactly revelatory, are a definite improvement over Apple’s recent bland in-house efforts for the phone. With the world apparently doomed, however, we’re not sure how long they’ll run.
TBWA\Media Arts Lab, Apple and Secret Agent Aubrey Plaza Talk Time for the iPhone 6S
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