Apple’s iPhone Push Connects

NEW YORK Ever since Apple’s founding, back in the now-mythic garage days, the brand stood for radical ease-of-use. Some 30 years later, here’s a simple demo—involving an iPhone and a finger, basically—that will shake the world. The lighting is genius, and the edits are incredibly subtle, yes. But elementally, this is a product so good it sells itself, and TBWA\Chiat\Day is masterly at doing just that. The screen looks like a miracle of fluidity, and you just want to jump right in, with a touch or swipe. “This is how you turn it on,” says the announcer in “How-to,” the simplest spot of all. “This is your music, this is your e-mail, this is a call….” And talk about sleight of hand. Following along with your eyes to all those “This is” lines is visual bliss. “Never Been an iPod” shows more tricks, like the way the phone reorients itself vertically or horizontally to however you’re holding it, and the zoom-in and scroll-around functions, which result in a beautiful visual fan on screen. Not so incidentally, the phone receives a call. We see that it’s from a certain Mr. Johnny Appleseed, which I thought was good for a chuckle. “Calimari” gets specific. “Say you’re watching Pirates of the Caribbean” (and it’s shown playing on the phone, with the octopus tentacles.) “Mmm. Did somebody say ‘Calimari?'” the announcer asks. The phone jumps to a map, offering several fish places, then we scroll to a specific restaurant, “Pacific Catch,” and then with another touch (and all within the 30-second framework) we’ve called and made a reservation. And to paraphrase a much borrowed line, with this, 2007 will not be 2007.