Hello From The Other Side

🎶 Hello, it's me 🎶 Just calling you from my iPhone. Although they're ubiquitous today, the iPhone was revolutionary when it made its debut.  So how exactly did Apple introduce the very first iPhone to the world? Let's take a look at this ad from early 2007:

Notice how many clips from popular movies and TV shows are brought in. These clips show the way telephones have evolved over decades, from a classic model in I Love Lucy to a late '90s/early '00s version in High Fidelity. Even animated telephones, such as the ones depicted in The Flintstones and The Incredibles, are brought into the ad. By rapidly showing all of these examples of people answering phones, Apple builds momentum to the present: the ad ends with an image of an iPhone.

The image is followed by the word "Hello" filling the screen in white letters on a black field, followed by the phrase "Coming in June" before the Apple logo closes the ad. Ending the ad with this sequence is reminiscent of movie trailer endings. It goes with the cinematic theme of the ad. This simple concept with grand scale underpinnings is what makes Apple's marketing endeavors so effective—the concepts easily appeal to any consumer, and the implications of the theme elevate the consumer's life to theatrical heights.