Apple promotes the video quality of the new iPhone X with series of ‘First Dance’ TVCs via TBWA\Sydney featuring real same sex weddings
February 26 2018, 5:50 am | | 48 Comments
Apple Australia has released a series of cinema, TV and online commercials via agency TBWA\Sydney promoting the video quality of the new iPhone X.
The ‘First Dance’ series feature the very first dances of real same sex married couples at their wedding receptions, set to the INXS song “Never Tear Us Apart” by Courtney Barnett.
The campaign, the first local work created by TBWA\Sydney for Apple, also includes Outdoor executions.
48 Comments
Dunno guys…
https://www.youtube.com/watch?v=WihtdI9DgNo
Brilliant stuff for massive client. Impressive.
It was good the first time it was done by Leo Burnett a few weeks ago. https://youtu.be/WihtdI9DgNo
How can TBWA not have known? Same idea. Shot exactly the same way. Colour graded the same way and same music formula of remixing a great Aussie track into a ballad.
No shame.
Shot on iPhone?… Shot by Leo Burnett more like.
First dance?… First done by Leo Burnett more like.
DejaVu and Say What?, you seem to be mixing up the subject matter with the idea.
While both campaigns feature same sex couples the idea for this campaign is the weddings are shot on an iPhone X.
Unfortunately this is not the first dance.
https://www.youtube.com/watch?v=WihtdI9DgNo
Most blatant rip-off I’ve ever seen. And in this instance I don’t see any possible way you could reign ignorance – LB PR’d the crap outta the other one. No wonder there are no TBWA credits…
@ Same subject matter, not the same idea,
Maybe just maybe they are slightly different idea but boy you’re splitting hairs. Still doesn’t excuse the identical execution.
The thing I notice with Millennial creatives is that they can’t tell the difference between execution and idea. To them the execution is the idea, because often they can’t actually come up with an idea and just refer the director to some YouTube clip they’ve come across.
So to make it crystal clear to the Millennials: The idea for last year’s Leo campaign is promoting marriage equality. The idea for the TBWA campaign is promoting the video quality of the iPhone X.
Are both ads about Apple showing support for the LGBT community by going out and capturing the very first Australians getting married first dances on iphone xx Stop worrying about such silly bull shit and show support for the cause not your personal credits. News flash showing gay couples at weddings for marriage equality isn’t that cleaver or original of an idea.
Reminds me of the part in Popstar when he releases a song in support of gay marriage despite it already being legal for like 2 years. This would have been useful from Apple say 10-15 years ago?
https://www.youtube.com/watch?v=Mh07WlB46Gw
@ Same subject matter, not the same idea,
If blaming millenials makes you feel better then whatever.
If you’re saying the idea here is ‘to promote the video quality of the iPhone X’ then you have failed miserably. Certainly wasn’t my take out.
Note to millenials. The oldies will always try make you feel silly. This is very transparent. Simply don’t copy others.
As a gay man, I find the ‘rip-off’ accusation offensive – same sex marriage can be depicted once and then “It’s been done”? Same sex weddings are now a part of the fabric of everyday life in Australia – that’s the whole point. To say this piece of work is derivative of the other just reveals your narrow-mindedness
…And which Youtube clip did you refer your director to?
What has same sex marriage got to do with the poor quality of the iphone camera??
No correlation what-so-ever.
My favourite part is when the disclaimer comes up saying – Additional App and hardware used.
nicely put together.
Nothing about this spot feels fresh and the fact it was shot on the phone certainly isn’t.
If you’re going to do a rendition of a song isn’t it a good idea to do it better.
I found it incredibly cringeworthy. The laboured music, the slow motion, the cliched shots. Not to mention there isn’t an actual reason for this to be same sex marriages only. It just smacks of a brand desperately jumping on the gay marriage bandwagon.
@On another note
Agree 100%
@On another note….I also agree 100%.
@INXS….And the same dour, atonal performance style as the Leo’s spot. Ugh.
“to promote the video quality of the iPhone X'” is not an idea, it’s a brief.
Perhaps you need to go on an advertising refresher course.
That weak press release does this spot a huge disservice.
This is about a monumental decision that Aussies made, and showing the results of that decision in a simple and effective way. Who gives a shit about the video quality.
The Sydney Mardi Gras is on this weekend – the first one since same-sex couples can now legally marry in Australia. If you can’t work out why this is timely you need to pay attention.
But what does that have to do with an iPhone?
That was terrible.
The message is virtuous but that’s beside the point.
That had very little by way of a clever idea.
Clearly some close similarities to other work too. So nothing original either.
Boring execution.
Apple should be wondering what they spent $500k on.
Can everyone stop hiding and actually show your name if you have something to say? That’s what I don’t bloody get about this open forum – it just becomes a place to tear each other down with no attachment to who is actually saying what.
It just looks like a brand blatantly jumping on a neoliberal bandwagon. This isn’t an idea.
I love it and I bet the buying public do too.
Who gives a crap that Leo’s used gay people in their ad too!
That was terrible.
The message is virtuous but that’s beside the point.
That had very little by way of a clever idea.
Clearly some close similarities to other work too. So nothing original either.
Boring execution.
Apple should be wondering what they spent $500k on.
I want to say how great, but it’s a mournful ad for how the whole world can now be a video wedding photographer at a gay wedding using some sort of a mobile phone.
It was a good concept …. in 2012
https://www.youtube.com/watch?v=NUbqfcwWj5Y
oh gawd, not the old plonky cover version of an old hit song over some warm and fuzzy footage again? also no idea why apple can claim this, especially for iphone X as ‘shot on an iphone’ launched the camera in the 6 no?
This film gave me goosebumps! It made me feel deep down that our industry is here for the power of good. To celebrate a very special moment in Australia’s progressive (and collective) way of life – backed by global clients who are brave enough and confident enough to embrace change. Reading these comments have made me realise that there will always be a small group of peasants with pitchforks who will hide their faces and burn any progress. To those who made this great work – thank you.
This is a really beautifully crafted film that will make the average Australian that voted YES sing with joy and buy yet another iPhone. Emotionally it’s pitch perfect. Every story has been told before, it’s called the human condition, that’s why people still read Shakespeare.We all love triumph after adversity and that spirit has been captured perfectly in this spot. Well done TBWA
Abby, no one is saying don’t do gay stories. They are just saying the end product feels too similar. Because it looks like it’s made from leftover footage from the other ad, down to even some shots. Even the track is a similar vibe. It’s just a little too close, which might be client driven, but that’s whats on the nose, not the humanity of gay stories.
Unless I read the press release, I’d have no idea these were ‘actual first dances’ and not just Apple jumping on the bandwagon after it’s long left the station.
Beyond that, even if I did know, I’m still not a fan. The ‘shot on iPhone’ campaign is brilliant for it’s authenticity. Real people’s photos used with permission – not shot specifically for the campaign, like this one was.
It feels forced – because it was clearly staged.
And that’s without even touching the whole Leo spot. Given this was clearly shot after the Leo one was launched, there’s no way to hide behind ‘it was already in edit’.
These are wonderfully happy occasions so why such an angst ridden song?Surely there was some uplifting celebratory track that could have done the job better.
Wow, thanks for coming to the Marriage Equality party in Australia Apple, but it was last year… when this same ad was created from real footage in order to support same sex couples rather than sell a product? Such a blatant abuse of a huge and still tender issue for a lot of LGBTQI+ people in Australia right now
PS https://www.youtube.com/watch?v=WihtdI9DgNo
Why am I subjected and why are my kids subjected to promoting sodomy in a family movie theatre. Apple are just trying to be trendy, with no regard for children!
I find this ad incredibly offensive and would certainly encourage me to not support Apple or Optus.
I like it.
Did any humans make this or just ‘apple’. Is who directed & shot it a secret?
I’m with David. So sick and tired of these abnormal and distorted gay way of life being pushed onto me and my family. Not buying another Apple product.
Ok..so we know Gay marriage is here ..fair enough ..so does that mean the heterosexual couples are now the outcast Optus?
What bunch of wankers you are Optus.
Clearly the new range of iPhones is not for the heterosexual majority – they are being marketed exclusively to 5% of the Australian population.
Well done Apple!
Additional Apps and Hardware used for this add… yep sounds like it was 100^ shot on an iPhone X
I find it offensive that This propaganda bull shit should push their agenda on us with intimate fotage of same sex marriage couples. Who gives you the right to tell the community what to think or believe on this topic. Screw your iPhone X facial recognition/control the masses bull shit. 🖕
I find it offensive that This propaganda bull shit should push their agenda on us with intimate fotage of same sex marriage couples. Who gives you the right to tell the community what to think or believe on this topic. Screw your iPhone X facial recognition/control the masses bull shit. 🖕