Apple has gone back to territory that treated it well in the past with new ads for the iPhone 6, with a spin on the “I’m a Mac, I’m a PC” John Hodgman/Justin Long duo act that served it well in the latter half of the last decade. This time, it’s not quite so oppositional, as the spots compare the relative virtues of the iPhone 6 and 6 Plus, with Jimmy Fallon and Justin Timberlake making funny sounds and agreeing that the new features on both phones are generally awesome.
One ad is about the new iPhone 6 and 6 Plus camera capabilities, and in this one Fallon and Timberlake experience a sort of mind-meld where their message is essentially the same, albeit with each focusing on some different new feature Apple has added or improved, including Slow-Mo video capture and cinematic image stabilization. In the other ad, Timberlake mostly just says “Huge” while Fallon chides him.
These ads are both entertaining and well-conceived, and Apple’s use of celebrities without even including their faces in the frame is basically a pitch perfect way of the company saying it doesn’t actually need celebrity endorsement to sell its products (but it’s nice to have it). The ads also harken back to early iPhone marketing, which generally featured a single hand extolling the device’s virtues and features with simple narration and a catchy instrumental backing track.
Apple never needs to advertise to sell its first batch of devices, as evidenced by record pre-sales, but these ads combined with Fallon and Timberlake’s appeal should help keep the records falling as these devices continue to expand their regional carrier and global rollout.