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Apple shoots TV ad for mystery product

updated 01:05 pm EDT, Wed August 12, 2009

Apple's secret ad shoot

Apple has recorded a new TV ad for an unknown product, reports out of California say. The ad was filmed on Tuesday, at a restaurant called Jax on the Tracks, situated in the small town of Truckee. Restaurant owner Bud Haley claims the location was chosen by scouts in order to portray a "a hip and cool spot for the 20-something crowd."

Accounts also suggest that the shoot was for an unreleased product, necessitating strict controls on information, and a complete ban on photography. Apple is believed to have several candidate products in its pipeline; among these could be a 10-inch tablet, which would have a built-in 3G connection, and possible subsidies from Verizon. Apple is also expected to introduce new iPods in September, with unknown feature changes.

by MacNN Staff






    Joined: Dec 1969



    Seems like a strange rumor. When was the last Apple campaign to feature location shots? Would be a big departure from the white screen ads they love. Maybe it's a featurette ala the iPhone developer spot shown at the Dev conference.

  1. Constable Odo

    Joined: Dec 1969


    Oh, boy let the hype...

    BEGIN! Apple certainly does know how to keep up news at a fever pitch. Could the tablet be ready so soon? I'm thinking it may have to do with the latest iPod Touch which is certainly close to a refresh. It may have more social ready features such as a camera and video recorder, but unlikely to do video-conferencing. The Touch is really suited for a white screen ad with nothing radical needed.

    The tablet will be a whole new animal which will likely have video-conferencing abilities.

  1. LouZer

    Joined: Dec 1969


    Hip place...

    Or it was a hip place. Now that everybody knows an Apple commercial was filmed there, it's going to fill up with all the wanna-be hipsters who've just heard about it as being hip.

  1. testudo

    Joined: Dec 1969


    re: oh boy

    Yet neither of those things warrant a 'hip and cool place' location shoot. And people don't go video-conferencing at a restaurant, unless they want to be really annoying.

  1. c4rlob

    Joined: Dec 1969


    maybe not a TV spot?

    How do they know it was for a TV spot and not a product launch or some other type of promotional video. And am I wrong, or are most of Apple's product TV spots done without any background environment - usually just white backdrops - unlike the promo videos which show designers/celebrities/civilians in a real environment talking about the product.

    But if it truly is a TV spot, then this could signal more than just the launch of a product but also a new creative direction from Chiat/Day?

  1. pairof9s

    Joined: Dec 1969



    My bet is on a new iPod/Touch

  1. njfuzzy

    Joined: Dec 1969



    If Apple is shooting on location, then we're talking about a device where the most surprising feature is that it can do things on the go that we don't expect from portable devices.

  1. yahtzee

    Joined: Dec 1969


    photo shoot

    Apple used the Tahoe area for a photo shoot (with videos) that has been used in marketing materials for iLife. It's possible that this is just another effort. All the pics and videos you see on Macs in Apple retail stores come from these types of shoots.

  1. trenchcoat77

    Joined: Dec 1969


    It's here!

    Finally, the G5 laptop...

  1. Zaren

    Joined: Dec 1969


    Not just white screen

    Or was I the only one to see the tv commercial where the iPhone was used to capture video of someone trying to steal it, Mission Impossible style?

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