iPhone: Thumb

Apple makes a dig at Samsung.

Published on Sep 24, 2012

Editor's Pick

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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Sep 24, 2012
TBWA/Media Arts Lab
Production Company:
Greendot Films
Mark Coppos
Rebecca Baehler
Chief Creative Officer:
Duncan Milner
Executive Creative Director/Production:
Eric Grunbaum
Group Creative Director:
Chuck Monn
Creative Director:
Chris Ribeiro
Creative Director:
Yo Umeda
Associate Creative Director, Art Director:
Niraj Zaveri
Associate Creative Director, Art Director:
Masaya Asai
Associate Creative Director, Art Director:
Jay Berry
Associate Creative Director, Art Director:
David Zorn
Associate Creative Director, Copywriter:
Claire Morrissey
Associate Creative Director, Copywriter:
Marc D'Avignon
Associate Creative Director, Copywriter:
JD Jurentkuff
Associate Creative Director, Copywriter:
David Young
Art Director:
Vidur Raswant
Art Director:
Dustin Arnold
Brooks Jackson
Executive Producer:
Eric Voegele
Agency Producer:
Serena Auroux
Agency Producer:
RJ Pomeroy
Agency Producer:
Chris Shaw
Agency Producer:
Chelsea Larner
Agency Producer:
Katie McCain
Director, Photography:
Fernando Cardenas
Editorial Company:
Nomad Editing Company
Jared Coller
Kevin Clark
Post Company:
The Mill
Lead Flame Artist:
Narbeh Mardirossian
Color Artist:
Adam Scott
Visual Effects Supervisor:
Phil Crowe
Art Director:
Yao Yu

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