iPhone: Thumb

Apple makes a dig at Samsung.

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TBWA/Media Arts Lab and Apple launch a set of four new commercials that show off the iPhone 5. In a series of cheekily voiced spots that each focus on one specific aspect of the phone, from its redesigned earbuds, panoramic camera and how thin it is, to why its screen size is absolutely perfect, not too big or too small. The last one might be a not-so-subtle dig at Samsung, who has been talking about its phone's massive screen for a while now, as it shows that when it comes to intelligent design, big isn't necessarily always better. We'd feel sorry for Samsung, but they probably had it coming.

While historically Apple hasn't shied away from digging at its competitors, most notably in the award-winning Mac vs. PC campaign, but this latest ad seems a new turn for its product demo commercials, which typically have let the devices speak for themselves. Could Apple be acknowledging that there's a new big threat in town?

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About

Credits
Date
Sep 24, 2012
Agency:
TBWA/Media Arts Lab
Client:
iPhone
Prod. Co.:
Greendot Films
Director:
Mark Coppos
Director:
Rebecca Baehler
CCO:
Duncan Milner
ECD:
Eric Grunbaum
GCD:
Chuck Monn
CD:
Chris Ribeiro
CD:
Yo Umeda
ACD/AD:
Niraj Zaveri
ACD/AD:
Masaya Asai
ACD/AD:
Jay Berry
ACD/AD:
David Zorn
ACD/CW:
Claire Morrissey
ACD/CW:
Marc D'Avignon
ACD/CW:
JD Jurentkuff
ACD/CW:
David Young
AD:
Vidur Raswant
AD:
Dustin Arnold
CW:
Brooks Jackson
EP:
Eric Voegele
Agency Producer:
Serena Auroux
Agency Producer:
RJ Pomeroy
Agency Producer:
Chris Shaw
Agency Producer:
Chelsea Larner
Agency Producer:
Katie McCain
DP:
Fernando Cardenas
Editorial Company:
Nomad Editing Company
Editor:
Jared Coller
Editor:
Kevin Clark
Post Company:
The Mill
Lead Flame Artist:
Narbeh Mardirossian
Color Artist:
Adam Scott
VFX Supervisor:
Phil Crowe
AD:
Yao Yu

See more credits

Category
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