iPhone X Ads – Keys to a Successful Video Ad

Apple is one of the most recognised companies in the tech industry. It is also a competitive video creator that demonstrates its exceptional video production skills in the video ads it produces for the new products. The high quality and professional video ads attract millions of views every time they are uploaded. Infused with creativity, the Apple video ads can build brand awareness and help consumers understand the product’s features in an entertaining way. They are the perfect examples of how a successful video should be made.

 

‘Memory’ – Face ID
Resonates with your ‘forgot-my-password’ experience

‘Your face is your password.’

How many times have your mind gone blank when you try to fish your online password from your memory?

A great video ad should be able to resonate with viewers. This video ad speaks to the audience and delivers the ‘Your face is your password’ message by centering around a common problem people face – ‘forgot password’. The video makes everyone’s daily experience into a dramatic event with a tense setting and lighting, starting with the question ‘This morning, you created an online banking password. What is it?’ to engage the audience and trigger their interest to watch till the end to see how the story unfolds. The video ad is intense yet amusing thanks to the exaggerated acting and background music.

 

‘Unleash’ – A11 Bionic chip
A surreal world from a gamer’s view

‘Unleash a more powerful you.’

What if our lives turned into an action-adventure game and we had to fight anywhere and anytime?

Videos with a unique and strong visual style can instantly capture the audience’s attention. To demonstrate the unprecedented user experience the iPhone X A 11 Bionic chip brings about and the outstanding performance of the processor when it comes to multiple operations, the video is created with CGI to bring the surreal gaming scenarios into the real life of a teenage boy, who fights off the enemies, replies to his messages and live streams his game on his iPhone X smooth and free without obstruction. As we see the boy adopts the game role in the reality, we can also enjoy the beautifully crafted CGI. The background music with strong beats and sound effects heighten the intensity of the video and brings the video to the next level.

 

‘Taxi Driver’ – Animoji
K-Pop Rules Now

K-pop music and Apple – a great combination that generates a high number of views.

Incorporating the trends in the society into a video can make the video ad go viral. Picking up the music trend in Korea, this video features three of the Animoji characters singing along to ‘Citizen Kane’, a new single by the popular Korean indie band Hyukoh. The three Animoji characters lip syncs to the new band music as they travel along a stylized neon landscape. This Animoji karaoke ad appeals to Hyuoh’s fans as a form of music video that it has generated a high number of views, twice as many views as other iPhone X video ads have. The video allows the audience to learn about the capabilities of Animoji mimicking users’ facial expression while enjoying the music.

 

‘Fly Market’ – Pay with Face ID
Let’s play the music and dance

Sometimes I watch the entire video ads simply because of its mesmerising music and visual elements…

To make a video stand out from the crowd, you want your video to contain unique visual elements, e.g. costumes, props and backgrounds, and of course, distinctive music. Taking place in an open market, the video, featuring a man dancing to the upbeat background music and making purchases along his way with just a nod, exhibits a unique visual style through the costumes and imaginery settings, as if it is a music video. The video communicates the ‘Your face is your money’ message well and resonates with a consumer’s life as it is built upon the idea of speed and convenience, two important factors that nowadays consumers value. The scene where the sofa is delivered to the home at the speed of light is no doubt the most interesting one throughout the video, stressing how fast and easy to buy something you like with Face ID and Apple Pay.

 

‘Unlock’ – Unlock with Face ID
A small idea grows into something big

‘Unlock with a look.’

What if we could apply the unlock function of iPhone to our everyday lives?

A key to a successful ad is a creative idea, and this video ad is an example of injecting creativity into video making. It delivers a simple idea through an exaggerated way. Applying the unlock function of Face ID in an ordinary daily life, the teenager is empowered with the ‘Face ID unlock’ power that she can unlock things magically with a simple gaze, e.g. lockers, cupboards, gates and even the punk chain at the end. The video features vibrant colours and a bubbly background music to make the ambience blissful and uplifting to the audience, and greets the audience with interesting video shots.

 

‘A New Light’ – Portrait Lighting
A direct & simple message does its thing

‘Studio portraits without the studio.’

The music gets stuck in my head even after the ad ends.

Sometimes, a quick and focused message is all it takes to create an effective video ad. Instead of building your video around striking visuals and stunning background music, you can opt for a simple way to establish a single and simple purpose. This video plugs the photos taken with the Portrait Lighting feature one after the other along with the cheerful music, and ditches the studio lights using reverse motion to speak to the audience that the new photography feature is designed to emulate studio photography lighting. A catchy music, with the repeated line ‘do your things … do your do your thing’, is used in the video to leave a significant impression on the audience.

Video source:
https://www.youtube.com/user/Apple

一次過睇哂iPhone X廣告系列:影片廣告成功的要點

Apple 在電子產品界的地位舉足輕重,他們亦是影片製作的佼佼者。每當有新產品推出,他們的廣告影片總是能憑著高水準和專業的製作,吸納很高的點擊率,並以具創意性的手法帶出產品的特點,達到品牌及產品宣傳效果。當中iPhone X的每條廣告有著截然不同的風格,向我們示範一條優質的影片的致勝關鍵。

 

‘Memory’ – Face ID
忘記密碼,有誰共嗚?

‘Your face is your password.’

你試過多少次嘗試記起網上密碼,但腦內卻一片空白?

故事內容能否引起觀眾共鳴是廣告影片其中一個致勝關鍵。Apple則以我們常常遇見的煩惱 —忘記密碼為切入點,設計出這條影片,傳遞「你的臉,就是你的密碼」這個信息。影片把這個日常小麻煩化大,以問答遊戲環節的形式勾起觀眾們的興趣。片中先以凝重的氣氛、莊重的設定、迫切的燈光效果引起觀眾注意,然後主持人的一句「This morning, you created an online banking password. What is it?」,引起觀眾共嗚,緊隨著演員們誇張的演技和配樂,影片緊張又帶點搞笑,吸引觀眾把影片從頭看到尾。

 

‘Unleash’ – A11 Bionic處理器
從用家角度看世界

‘Unleash a more powerful you.’

如果現實生活化為動作遊戲場景,隨時隨地都要打怪獸⋯⋯

擁有強烈視覺效果的影片,能瞬間吸引觀眾的目光。為了突顯iPhone X A11 Bionic 處理器為用家帶來的快感、強勁性能,以及不一樣的玩家經驗,此影片採用超現實的表現手法,加入了CG電影特效,展現男孩在使用iPhone X打遊戲時,暢通無阻的刺激過程。影片中的他在現實中代入遊戲角色,在街頭上擊退怪物,為觀眾帶來視覺上的衝擊,引人入勝。另外,即使男孩在遊戲期間回覆訊息及進行Youtube直播,也無礙他「打怪獸」的表現,強調iPhone X可以同時處理大量系統的需求。片中節奏強烈的配樂和音效加強了影片的緊張感,使其更引人入勝。

 

‘Taxi Driver’ – Animoji
K-Pop才是皇道

當K-pop遇上Apple,為點閱率帶來保證。

融合社會的流行元素和潮流,亦是影片廣告成功的關鍵。Apple看中了韓國當紅獨立樂隊Hyukoh,由他們以Animoji卡拉OK形式唱出新歌「Citizen Kane」。三位成員化身為3種動物的Animoji,在一連串寫著韓文的霓紅燈牌前,對嘴唱出搖滾曲,成功吸納Hyukoh的粉絲們觀賞這段另類的音樂錄影帶 (music video),Youtube上總觀看次數比其餘的iPhone X 廣告多出一倍之多,可見K-pop音樂為廣告帶來的好處。而澎拜的曲風讓觀眾可欣賞音樂之餘,亦可細察Animoji的表情變化。

 

‘Fly Market’ – Pay with Face ID
隨著音樂舞動吧~

有時候廣告中的音樂和畫面太吸收人了,忍不住想把整段廣告都看畢⋯⋯

影片的獨特性取決於影片內的各種設計元素,例如服裝、道具及場景,以及使用的音樂。此影片被打造成音樂錄影帶,取景於一個市集,主人翁隨著節奏輕快的音樂律動和跳舞,他只需輕輕往心宜服裝點一點頭,便可迅速換裝,片中的戲服及電影般的場景成功幫助建構影片的獨特性。此外,影片的主題能有效傳達「你的臉,亦是你的錢」的品牌訊息,亦能成功洞悉消費者的生活,明白現今社會對於速度和方便的要求。片中最有趣的莫過於買沙發的一幕,沙發被「火速」送到家裡,強化Face ID和Apple Pay 的「快、狠、準」。

 

‘Unlock’ – Unlock with Face ID
把小主意變成大世界

‘Unlock with a look.’

如果iPhone的解鎖功能,可以應用到日常生活上?

一條成功的廣告,需要有一條夠創意性的「橋」。Apple把他們的創意發揮得淋漓盡致,將Face ID的解鎖功能帶入到平凡的日常生活中,利用誇張的方式傳遞極簡單的訊息。片中的女學生猶如有了Face ID特異功能,可神奇地用臉迅速 ‘Unlock’ 物件,包括儲物櫃、櫃門、閘門,甚至影片最後的Punk造型的項鏈,主意十分天馬行空。影片中用上大量鮮豔色彩和活潑的背景音樂,拍攝手法生動有趣,讓觀眾沉淫在快樂的氣氛中,同時為人帶來視覺上的愉悅感。

 

‘A New Light’ – Portrait Lighting
簡單直接就對了

‘Studio portraits without the studio.’

看完廣告後,廣告內的歌一直在腦內盤旋。

優異的影片廣告不一定要有震撼的視覺效果,有時候只需要簡潔有力地表達信息,也能致勝,甚至能節省成本,以簡馭繁。在此影片中,一張又一張的人像照片,伴著愉悅的音樂出現,影樓的器材以倒退(Reverse)模式消失,表達即使沒有專業器材,iPhone X的人像燈光亦可讓你拍出高質的人像照片。廣告使用瑯瑯上口的音樂, ‘Do your thing … do your do your thing …’ 的歌詞重複播放,留給觀眾深刻的印像。

影片來源:
https://www.youtube.com/user/Apple

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