The iPhone 4 Ad We’d Like To See


Apple’s been running a series of ads for the iPhone 4 video chat application called Facetime. In the ads several things happen. A young woman worries about her hair. A younger girl frets about her braces. A woman tells her husband they are going to be parents, a man shows his father the new granddaughter.

The former executive in my blood boils. Of course wished-for motherhood and new grandchildren are wonderful. Life-affirming. But why do the only other options involve women obsessed and insecure about how we look? I thought the Android phones were supposed to target men. Doesn’t that leave iPhones for us?

Here’s the ad I’d like to see. The proverbial killer app. Roll ‘em.

The Privilege[d] Apple iPhone 4 Ad

Voice of young woman: Mom? Mom?

Voice of older woman: Hi honey. What’s up?


Young woman: Mom, I’ve got that interview in like four minutes. Please tell me if this looks OK.

Older woman: Shirt looks good. Is that the one I got you for Christmas?

Young woman: Yes mom. But what do you think about the pearls. Just right or too much?

Older woman: Well, what earrings are you wearing?


Older woman: A little closer. I can’t see.


Older woman: Ah. OK. The spikes. The brutal pearls. Hmmmm.

Young woman: I know, they’re a little edgy. But I hear this VP likes to push the envelope.

Older woman: I suppose you’ve earned the right to a little edge.

Younger woman: That’s what I thought.

Older woman: *Pauses* You know, honey, you’re going to knock their socks off. Don’t even think about your clothes right now. Just pitch what you can do for them. Watch their body language. You’re good at that.

Younger woman: I know, I know. Had a little last minute fear.

Older woman: Just make sure they pay you what you’re worth.

Younger woman: Ha! I’ll do my best.

Older woman: Love you honey.

Younger woman: Love you too mom. I’ll call when I’m done.

Older woman: Sending luck. Not that you need it. And smooches.

How’s that for a little testosterone? Not to mention some subtle and subversive pearls. Dress with dignity at work but never back down. Sideways is fine, on occasion. Happy Monday everyone.

*I think Kat, Audi and Sal might approve.
**In response to the comments below indicating that people wish Apple could see this, I’ve added a retweet button up above on the right hand side. One can dream. One should dream.

Images:
iPhone 4 via iLounge
Suit via Brooks Brothers
Spiked pearls by Saya Hibino via The Gloss

57 Comments

  • 08/16/10
    5:51 am

    Reply

    The Broke Socialite said...

    Ha! LOVE this!

  • 08/16/10
    5:52 am

    Reply

    Belle de Ville said...

    Yes! That's the iphone ad that I'd like to see.

  • 08/16/10
    5:56 am

    Reply

    A Southern Accent said...

    Love it!

  • 08/16/10
    6:04 am

    Reply

    College Prepster said...

    The former executive in you should realize that the type of woman you portray in your (really funny and clever) commercial is not the target demographic of the iPhone. The advertising campaign is clearly for women who do not already own a smartphone, showing them that smartphones go beyond business and checking mail. Your commercial would be great, if that was the target audience.

  • 08/16/10
    6:05 am

    Reply

    materfamilias said...

    Brilliant!

  • 08/16/10
    6:25 am

    Reply

    frachellea said...

    Oh LPC, if only Sterling Cooper Draper Pryce could get a hold of you. What might have been… I'm not sure that most of the audience would read edgy out of those earrings – to most of America – they're just pearls.

  • 08/16/10
    7:20 am

    Reply

    Preppy 101 said...

    Any mom who has ever watched her successful and smart and gorgeous daughter traverse the interview process in hopes of that dream job would certainly identify with your ad and vice versa. What you created is directly in line with Apple's use of "emotional appeal". Apple may not realize it ;-), but it is. (I don't think the ads are just targeting women)

  • 08/16/10
    7:28 am

    Reply

    DocP said...

    Love it! Unfortunately, probably not in our lifetime. I do think they could do one of a young women calling about a professional school interview or big presentation.

  • 08/16/10
    7:49 am

    Reply

    Susan Tiner said...

    This is funny. We don't watch TV so I didn't realize Apple's iPhone 4 ads were featuring young insecure women. I like yours much better. And thanks for the fun link to http://geekthreads.blogspot.com/.

  • 08/16/10
    7:54 am

    Reply

    hostess of the humble bungalow said...

    Pitch that ad…your onto something!

  • 08/16/10
    8:03 am

    Reply

    LPC said...

    TBS – Thank you!

    Belle – And your daughter would be perfect:).

    A Southern – Thank you!

    College – Maybe you are right. But I would be a little surprised if Apple were targeting non-smartphone owners with their new iPhone release given that they are still selling the iPhone 3GS. In common wisdom, the iPhone4 is for early adopters. The people they might lose to the tech-heavy Droid. Which, by inference, is men. Which would lead us to think that the current ad campaign actually targets the men who are reassuring the women, becoming fathers, and talking to their own fathers. But I am no advertising expert, so this is all hypothesis.

    Mater – Well thank you:).

  • 08/16/10
    8:05 am

    Reply

    LPC said...

    Frachealla – That is funny. To me those spikes sticking out of the pearls makes them downright wild.

    Preppy 101 – I guess you've been there, right? And I am coming to agree with you, those ads are targeting men. The men Apple worries they will lose to Droid.

    DocP – Oh don't SAY that…

    Susan – Thank you. And you are welcome.

    Hostess – I should go and post a link on EnGadget or Gizmodo or something:).

  • 08/16/10
    8:08 am

    Reply

    Deja Pseu said...

    Love it!!!!! You should be spearheading their marketing. Seriously.

  • 08/16/10
    8:21 am

    Reply

    Andrea said...

    Two facts leave me weak with laughter: you and the young woman shown in the mock-Android look so very much like me and my daughter; and we have had that conversation.

  • 08/16/10
    8:46 am

    Reply

    Kait said...

    I hope Apple sees it…

  • 08/16/10
    8:52 am

    Reply

    Sarah said...

    Nice.

    My company finally allowed me to sync my iPhone so I no longer need to carry a blackberry. The iPhone is so much simpler and has so many added features that it has been a delight to switch.

    So, yeah, I'm the "early adopter" corporate exec and I cant' stand the iPhone 4 ads that are running right now. Apple's ads used to be so fantastic and cutting edge, but now their marketing is completely off target.

  • 08/16/10
    8:52 am

    Reply

    Sarah said...

    *can't* (sorry for the typo)

  • 08/16/10
    8:53 am

    Reply

    Jan said...

    "The people they might lose to the tech-heavy Droid. Which, by inference, is men."

    I love my Droid – does that make me an honorary man?

    As for your clever "commercial," it made me realize that I never talk to my daughter about what may be "wrong" with her appearance; the kid is so self-confident in her looks (about herself in general, as a matter of fact) it's almost scary. To think I had something to do with that makes me proud.

  • 08/16/10
    9:18 am

    Reply

    Tabitha said...

    That's fabulous! Oh you know I still have a problem asking how much I'm going to be paid for a job – I wish someone had taught me how to do that without feeling icky.

  • 08/16/10
    9:27 am

    Reply

    LPC said...

    Deja – Ha! Now that would be a social media finds person a job story, wouldn't it:).

    Andrea – I love it. I love it. I imagined it was me and my daughter, as I wrote, of course.

    Sarah – I am happy to hear I am not the only person.

    Jan – In the world of statistics, let's say you are an honorary man in terms of tech. Your daughter is a lucky woman.

    Tabitha – I sure wish someone had taught me too.

  • 08/16/10
    10:19 am

    Reply

    EntertainingMom said...

    God I love you!!! This is the greatest!!! You need an agent…

  • 08/16/10
    10:26 am

    Reply

    Lily Lemontree said...

    Brilliant! Apple, are you listening?!?!

  • 08/16/10
    11:05 am

    Reply

    Aleatha Parker-Wood said...

    This is great! (And reminds me of the day I spent running in and out of stores, texting my sister with pictures of dresses and shoes I might wear as a bridesmaid at her wedding. Video chat would have been so much better.)

  • 08/16/10
    11:19 am

    Reply

    La Belette Rouge said...

    I HATE the "I'm pregnant" I-phone commercial. But you knew that I would,. I am predictable that way.;-)

  • 08/16/10
    12:19 pm

    Reply

    Faux Fuchsia said...

    Why don't they ever show a man being insecure about his appearance?

  • 08/16/10
    1:24 pm

    Reply

    Austyn said...

    You are wonderful. Love. Now that's the way to target professional young women. Capable and self-aware, throw some supportive family ties in it's downright sweet….with a little spike.

  • 08/16/10
    1:41 pm

    Reply

    Lindsay said...

    I have to agree with the sentiment that the iphone commercials are entirely lack luster and pretty damn unimaginative.. Well, all but the dad/daughter/braces one.. that made me cry.

    It is really very clear that apple is trying to reach the dads "average joes" of america, and they kinda hit the nail on the head.. Unfortunately it is not what we expect from apple..

    Apple's demographic is changing. They used to market to a smart, well educated and savy audience of techolphiles.. With the iphone now being one of their biggest profiting products, they need to garner to the average person.. UNFORTUNATELY the average person doesn't get excited about neat and classy commercials.

    I do wish they went a little deeper than the "I'm gonna be a mom" and the "Meet your new grandchild" and tried to find some actual every day and real world reasons someone would use it.. but hey, again, its gotta be mass appeal now. Very different from what Apple is used to.

    I personally think they should show some type of "OMG I JUST MET A CELEBRITY ON THE STREET!" type of moment. Not that it's an everyday thing, but the OMG I NEED YOU TO SEE THIS type of situation is..

    So the ad where someone is getting coffee and Tyra Banks (known for her social media presence) is in line with him. He says "Tyra, my fiance is such a huge fan!! She will never believe it! Would you mind if we call her so she can say hi"

    the rest is already written.. but you get it.

    Something that is a little more exciting and a little less – BLAH

  • 08/16/10
    1:44 pm

    Reply

    Vix said...

    [damn,Blogger just ate my post]

    Surely it wouldn't be too much of a stretch for Apple to do a V2.0 of your script, one where the young woman calls home to announce she's landed the big job and then shows off her new office/parking space/health insurance card?

    It would fit right in with their "big news" theme.

    I will await further developments….

  • 08/16/10
    2:22 pm

    Reply

    Princess Freckles said...

    Much much better! I thought the braces ad was cute, but the haircut one is stupid.

  • 08/16/10
    3:01 pm

    Reply

    Jen said...

    @Faux Fuschia–re: commercials with men feeling insecure about looks–have you seen the Just for Men commercial, where the man is getting ready for an interview, and his daughter suggests he use Just for Men before he goes?

    Other issues involve the fact that it is his teenage daughter, not adult wife/partner who is bringing up this "sensitive" topic, which irks me…

  • 08/16/10
    3:58 pm

    Reply

    LPC said...

    Entertaining Mom – Well thank you VERY much!

    LIly – *crickets* :).

    Aleatha – Yes, I think this would be GREAT for the wedding dress hunt.

    La Belette – I knew. And completely understood.

    FF – Yes. What a good question.

  • 08/16/10
    4:02 pm

    Reply

    LPC said...

    Austyn – Sweet with a spike. Thank you.

    Lindsay – Is that what happened to them? But the AT&T long distance commercials of my youth did this much better. And they were mainstream. Reach out and touch someone. We all cried.

    Vix – Health insurance. Definitely health insurance:).

    Princess – Thanks. I know. Who gets that upset about a haircut?

    Jen – Oh, yes, I have seen that. Interesting. It's about aging and jobs – not whah I look bad.

  • 08/16/10
    5:43 pm

    Reply

    Rob Cairns said...

    I love it. Most adds I never remember but this one I do. Its great and thanks for sharing:)

  • 08/16/10
    6:18 pm

    Reply

    LPC said...

    Rob – Thank you so much for coming by.

  • 08/16/10
    10:53 pm

    Reply

    Faux Fuchsia said...

    What's Just for Men Jen? Is it American? I am in Australia….

  • 08/17/10
    12:11 am

    Reply

    Anonymous said...

    Just for Men is hair dye that's "just for men." Yes, it's American. And probably Canadian.

    I find the whole premise of the product annoying frankly. I've never understood why a man can't rock the Miss Clairol. I mean, you're dyeing your hair. Own it.

    Just because Keith Hernandez (famous baseball player from the 80s) is in the ad doesn't change the fundamental fact that you're a man. Who dyes. His hair.

    And I'd rather have the ad with the man-as-insecure job-seeker instead of the old ads.

    The usual ads are retired jocks talking about how they pick up more women since they started dyeing their hair. Idiotic. Especially for you, Emmitt Smith (retired football player.) You're married to a gorgeous woman who was like, a first runner up for Miss America or something. She's beautiful. Why are you talking about women finding you hot?

    And now I've gone about as far afield as you can go. I knew those ads bothered me but I never realized quite how much until I started trying to explain them. Ugh.

  • 08/17/10
    5:20 am

    Reply

    Buckeroomama said...

    An entire storyboard and copy in a blog post… and it probably took you just a fraction of the time it would usually take entire creative teams at ad agencies to put one together!

    Reading this brought back memories of my advertising days. :)

  • 08/17/10
    5:41 am

    Reply

    Cate Subrosa said...

    Yes.

    Love that you put yourself in the pictures.

  • 08/17/10
    8:35 am

    Reply

    metscan said...

    How clever! I admit that I needed time to " get it ". I´m quite " out " from all the i- all´s. Your ad is very clear and ready to be used as such!

  • 08/17/10
    11:52 am

    Reply

    DuchessOmnium said...

    It's long, but it's good… and I love the dodgy earrings.

  • 08/17/10
    12:01 pm

    Reply

    Audi said...

    I do indeed approve, because frankly if I see another tug-at-the-heartstrings pregnancy announcement commercial, I might in fact vomit. Bring on the brutal pearls!

  • 08/17/10
    2:56 pm

    Reply

    The Preppy Princess said...

    This is very cool. It would make a stellar ad and could be done for both the male & female demo apple is after. And it would be nice to see one that isn't about someone being with child.

    Sending smiles,
    tp

  • 08/17/10
    3:52 pm

    Reply

    LPC said...

    FF – See the helpful responses of the Privilege[d]:)

    Anon – I think it's appropriate that Mad Men is about advertising.

    Buckeroo – I'd love to hear your stores:).

    Cate – Ha! I was imagining me and and my daughter talking…

    Duchess – Thanks. I wasn't sure how long the real ones are.

  • 08/17/10
    3:53 pm

    Reply

    LPC said...

    Audi – Bring them on indeed:).

    TPP – Very happy to be of service.

  • 08/18/10
    12:40 am

    Reply

    Academic, Hopeful said...

    That's great! And v impressed that you actually did this. Most people, I imagine, would only think about it.

  • 08/18/10
    3:30 am

    Reply

    Semi Expat said...

    This is wonderful – their ad agency really should sit up and take notice I think! x

  • 08/18/10
    3:42 am

    Reply

    Anonymous said...

    I quite like your ad idea, in fact I love it, but I doubt the younger ones would feel the same. Pearls are hardly edgy, unless maybe used as a nose piercing and I doubt a male interviewer would even notice.

    I think the long flowing hair kind of sends mixed messages with the severe suit. But I'm nitpicking!

    This is the kind of message I would much rather see, than that silly haircut commercial.

    Bravo!

  • 08/18/10
    3:45 am

    Reply

    Tish Jett said...

    Hilarious, brilliant, so right-on. If only, if only. . .

    xo

  • 08/18/10
    4:34 am

    Reply

    Jill said...

    Perfect Ad.

    I have to admit, I've used my reverse camera thingy to check my lipstick.

  • 08/18/10
    9:30 am

    Reply

    MommyLoves said...

    Love This! Thanks for using your common sense and your imagination at the same time!

    But then again, that isn't mainstream. Is Apple becoming more mainstream? Oh No, I can hear my iPhone 'breathing in' the wireless viruses right now!

  • 08/18/10
    10:15 am

    Reply

    georgia said...

    I love this post! I came across it on the Daily Brainstorm (which I also love). I never considered the Apple ads in the way you pointed out in this post, but now I see it and I agree with you. I sent a link to this post to everyone I work with (9 other women and 1 man) as well as my husband, who thought it was a superb article. Well done! =)

  • 08/18/10
    5:44 pm

    Reply

    LPC said...

    Academic Hopeful – Thank you. It's just like playing, really.

    Semi – I hope they do. They can have my idea for free:).

    Anon – Not even with those spikes sticking out? Please nitpick. I love nitpickers.

    Tish – We can dream.

    Jill – Thank you. If I had a reverse camera thingie, I'd be checking too.

  • 08/18/10
    5:46 pm

    Reply

    LPC said...

    MommyLoves – I agree. If I had to choose between viruses and bad commercials I pick the bad commercials:).

    Georgia – Welcome! And thank you for spreading this around. I love writing for the Brainstorm, thanks for reading there too:).

  • 08/26/10
    10:52 am

    Reply

    Wendy said...

    That is great! I love what you stirred up—I love my iPhone and would love you to design some other apps and features!

  • 08/26/10
    11:43 am

    Reply

    LPC said...

    Thank you Wendy. It was my old line of work that, user experience and user requirements:). I loved the work itself.

  • 09/01/10
    1:34 pm

    Reply

    Avid Reader said...

    This is brilliant! I love it.

  • 09/12/10
    6:46 am

    Reply

    Maggie said...

    Brilliant.

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