Never Been an iPod with Calamari like iPhone

Apple and AT&T are rolling out an advertising campaign for the iPhone in readiness for its launch on June 29. Three ads have been placed on the Apple iPhone web site: “There’s Never Been an iPod”, “Calamari”, and “This is how”. The iPhone promotion is linked up with the new AT&T and requires a minimum new 2 year activation plan.

Apple iPhone Albums

There’s Never Been an iPod

The spot opens with a lotus flower and the time: 9:42. The user chooses the iPod feature and scrolls through a number of albums: Automatic For the People, R.E.M., The Best of Elvis Costello: The First 10 Years, Icky Thump, James Brown – 20 All Time Greats, Beck: The Information (Bonus Video Version), Brazilian Girls Talk To Da Bomb, Clap Your Hands Say Yeah, Dashboard Confessional Dusk and Summer, Elliott Smith XO, Kaiser Chiefs Yours Truly Angry Mob, Lily Allen – Alright, Still, Moments to Midnight, Linkin Park, Momento, Bebo Gilberto, The Mix-Up, the Beastie Boys. And then it’s a choice of movies, ranging from Zoolander with Owen Wilson, Ben Stiller. From here it’s a choice Italy from the photo albums. In the middle of this there’s a call from Anna Haro.

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After unlocking the iPhone the hand chooses Pirates of the Caribbean from a range of movies, including Zoolander, Heroes (Run! Season 1, Episode 15) and The Office (Branch Closing). On seeing the Kraaken in action the user suddenly feels like calamari (octopus). It’s time to pull up the map feature, search for seafood.

Apple iPhone Keyboard

The restaurant featured is Pacific Catch ( in Chestnut Ave, San Francisco. The iPhone produces a phone number and instructions on how to reach the restaurant. A quick call and the table is booked!

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This is How

The user opens up the albums to the beginning of an alphabetic list: All That You Can’t Leave Behind by U2, Alright, Still by Lily Allen, The Audience is Listening by Cut Chemist, Automatic for the People by R.E.M., The Best of Elvis Costello: The First 10 Years. Turn the phone on its side and see a pictorial representation of the albums. Gnarls Barkley St Elsewhere. Now it’s time to check email from Heidi Luko, Kate Bell, Meghann Haven, Hank Zakroff and Alex Lebosq, Anne Oburgh, Alexis Varian, Josh Moskovitz. Kate Bell has vacation pics from Italy. And now it’s on to the web browser Safari to read the New York Times. Chrysler is on Verge of Sale to a Private Firm. The ad finishes with a call from John Appleseed’s mobile phone.

Click on the image below to play the video.


The Apple iPhone ad campaign was developed at TBWA\Chiat\Day, Los Angeles, by worldwide creative director Lee Clow, executive creative director Duncan Milner, creative director Eric Grunbaum, associate creative director Alain Briere, copywriter Krista Wicklund, agency producer Anne Oburgh and Esther Gonzalez, assistant producer Hank Zakroff.

Filming was shot by director Mark Coppos and Virginia Lee via Green Dot Films with executive producer Rick Fishbein, director of photography Robert Doumitt.

Editing was done at Nomad. Sound was mixed at Play.

Apple iPhone Unlock feature