Apple iPhone App For That

Apple has launched three new television commercials for the iPhone, promoting a range of apps that have been designed for use in work, study and everyday environments. This campaign team is careful this time to tell us that sequences have been shortened and that 3G is not available in all areas. See all three, “Itchy”, “Office” and “Student” in YouTube here.

iPhone App menu with Howcast

Titled “Itchy”, perhaps in light of the recent news on research into itch relief at the University of Minnesota, this commercial begins with a demonstration of CompassGo and iBirdPlus (to identify the Red Faced Warbler). The Howcast “How To” video player is used to work out if that bush you’re standing in is going to make you all itchy tomorrow, with a video on “How to recognize and avoid Poison Ivy.” Click on the image below to play the video.

The business-related commercial, “Office”, demonstrates CC Terminal (for processing a Visa transaction), Print n Share (used to print out a shipping label) and Fedex Mobile to check that an assignment was actually delivered. Click on the image below to play the video.

“Student”, the College-related commercial demonstrates Apartments (for finding a place to live in Atlanta), SnapTell (for finding the cheapest price on a biology textbook), and Photogene (for cropping photographs to make them suitable to send to the parents). Click on the image below to play the video.


The iPhone campaign was developed at TBWA\Media Arts Lab by chief creative officer Lee Clow, executive creative directors Duncan Milner and Eric Grunbaum, creative director Alain Briere, art directors Jamie Reilly, Drew Stalker and Parker Grant, copywriters Alicia Dotter, Allan Manaysay, Kevin Tenglin, agency producers Hank Zakroff, Francesca Moore.

Filming was shot by Mark Coppos and Virginia Lee via Green Dot Films with director of photography Rebecca Baehler. Editor was Jared Coller at Nomad Editing Company. Post production was done by Brian Robinson and Stefan Sonnenfeld at Company 3.