On Thursday, Apple released its new promo titled “Music Every Day” with only a nice background track and a simple plot. The ad seems to continue “Photos Every Day” in being near-silent, with only some sounds breaking the stillness. This time Apple attracts attention to the iPhone as a music player telling daily stories.
The promo starts out with a woman, who slowly touches the air with her fingers. Then, there’s a man, who just stopped after running and now enjoys the city view. In every ad’s plot the users almost hide Apple’s device, focusing on a music player. You can hardly see a black iPhone 5 in the characters’ hands, pockets. There’re only two brief moments of life, where you seen the iPhone-one in the DJ’s hands, who scans a playlist, and another where the passenger in a car is holding the device. Nevertheless, you see no screen at all. The device can’t be noticed in almost every frame, thus never becoming the focus of attention.
We are what we listen to and how we do that. Apple shows how many vibrant people lose themselves in their playlists. The ad moves quickly from one scene to another, but the muscic its characters listen to, goes unheard by the audience.
Then there comes a phrase “Everyday, more people enjoy music on the iPhone than any other phone.” The iPhone and Apple logos are displayed, and the ad ends. Nothing extraordinary happens, but that’s the point.
