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'Dreams' TV ad promotes varied uses, apps for iPhone 5s

updated 11:28 am EDT, Mon August 4, 2014

Phone's marketing campaign winds down

Over the weekend, Apple began airing a new TV ad (below) for the iPhone 5s, dubbed "Dreams." The spot continues Apple's recent theme of highlighting different real-world uses for its products, although in this case the uses are even more diverse. In one segment, for example, students are shown capturing weather data, while in others a fire department responds to emergency calls, and a veterinarian examines a horse.

The ad may be one of Apple's last for the iPhone 5s. The company is expected to announce new iPhones in September, which will give even its latest spot just one month to make an impact.

by MacNN Staff



  1. SierraDragon

    Mac Elite

    Joined: 03-22-04

    The statement "The company is expected to announce new iPhones in September, which will give even its latest spot just one month to make an impact" fails to grasp the fact that such an ad markets next generation iPhones as much as it does the 5s. In fact such an ad boosts all premium smartphones to a significant extent.

    It is a very good ad IMO but there is one big error, and that is that toward the end of the spot an app shows SAM1 in a large bold banner. Since Samsung is Apple's primary competitor, and the ad up to to that point has folks wondering where the product is identified, labeling it with a SAM1 banner at the end has a really, really bad unintended subconscious consequence. After the SAM1 labeling the ad drifts off into the sunset and then a 5s anti-climatically briefly pops on the screen.

    Big mistake worth fixing.

  1. climacs

    Mac Enthusiast

    Joined: 09-06-01

    picking a nit there sierra.

  1. coffeetime

    Senior User

    Joined: 11-15-06

    SAM1 = Smart Aqua Meter v.1. It's an app for measuring pH and temperature stuffs. I assume it's similar to showing "Square" app for credit card swiping.

  1. Inkling

    Senior User

    Joined: 07-25-06

    Crazy ad. Many of those locales are outdoors, wet and dangerous and yet Apple shows stock iPhones. Apple needs a sport model that can survive in such locations without voiding the warranty.

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