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Apple wants you to know how easy it is to leave the dull, colorless world of your Android device and slide right into brightly hued iOS life.
A series of new 15-second ads use a simple graphic frame with a split background—the left half gray, the right half vibrant—to deliver a series of mini metaphors illustrating how facile it is to transfer music, photos and contacts from a competitor’s product to an iPhone.
One, for example, features the world’s lightest piano—a single mover can effortlessly glide it, and the pianist, across the room—because shifting your tunes from, say, your Samsung is just that simple.
A second, meanwhile, relies on a similarly cute bit of choreography.