Corvus Consulting

I like to brag about how I won’t jump at the iPhone until at least the second generation. But the new ads that Apple started running a few days ago are sorely testing that resolve, at least a full month before I even get to hold one in my hand. Even if you’re not all about the iPhone, the ads are well worth checking out. My favourite is Calamari.

What’s also interesting is that the ads are themselves very much like use cases. Well, maybe a number of cases tied into a scenario, but nonetheless the core elements of design analysis are plied into a simple but insanely effective ad. I wish I could film all my use case and storyboard thoughts!

Contrast this kind advertising with the bullshit that is, oh, let’s say car ads, the bane of my tv-watching life. The pumping music, absurd recklessness and overdone visual effects boast everything that you can’t actually do with the car: drive like an idiot over mountains and through city streets like they’re empty F1 courses. You won’t hear anyone talking about how much an ad moved them to buy a car, but I bet we’ll hear it about the iPhone.