The new iPhone.

Via Waylon Lewis
on Jun 8, 2010
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This is what Effective Advertising looks like: the new iPhone.

“Approach the truth, but approach is slantways.” ~ Emily Dickinson

I love it when a commercial or ad for product emphasizes us, and how it will serve or enhance, rather than merely hyping itself. It makes me want.

The first commercial, called FaceTime, is directed by Sam Mendes:


About Waylon Lewis

Waylon Lewis, founder of elephant magazine, now & host of Walk the Talk Show with Waylon Lewis, is a 1st generation American Buddhist “Dharma Brat." Voted #1 in U.S. on twitter for #green two years running, Changemaker & Eco Ambassador by Treehugger, Green Hero by Discovery’s Planet Green, Best (!) Shameless Self-Promoter at Westword's Web Awards, Prominent Buddhist by Shambhala Sun, & 100 Most Influential People in Health & Fitness 2011 by "Greatist", Waylon is a mediocre climber, lazy yogi, 365-day bicycle commuter & best friend to Redford (his rescue hound). His aim: to bring the good news re: "the mindful life" beyond the choir & to all those who didn't know they gave a care. | His first book, Things I would like to do with You, is now available.


4 Responses to “The new iPhone.”

  1. Doreen Hing says:

    Brilliant as usual & now I need a kleenex…

  2. Live. Now. says:

    I simply feel pity, not an impulse to consume. That might be for the best.

  3. via
    James T
    great but i think most of the video chatting will be naughty

    Joshua H
    It's refreshing to see Apple commercials that don't have a white background, happy music, and a an awkwardly perfect hand using an awkwardly perfect device.

    Allie B
    was that a tear-jerker for anyone else?? Man, I'm a sucker..

    Waylon Lewis
    I got a bit touched, just slightly, no big deal…wanahahahanannaahahnnnwohgod! Seriously, was touching. That's what you get I guess with such a director.

  4. fabio says:

    who put tears in my eyes!!!