Gizmodo
Apple is kicking some major ass with its updated iPod shuffle, where demand for the tiny entry-level player is outstripping its supply. At the same time that news hits, Apple releases a brilliant new commercial for the pint-sized player, emphasizing its wearability.
Take a look at that spot on the Apple site here (I would suggest viewing the "HD" version), and you'll probably agree that it's a tremendous achievement in effects, art, and general atmosphere. More media criticism, after the jump.
One of our buddies at the agency that created the spot, TBWA/Chiat/Day in Los Angeles, told us most of the kudos should go to Art Director Scott Trattner and Copy Writer Alicia Dotter, but we're thinking one of the more astonishing aspects of the spot is the work done by Flame artist Ryan Yoshimoto. He put together a group of visual effects that's so subtle and perfect that it's hard to tell there's even an effect involved. It's like a magic trick.
What kind of gadget was used to create these effects? If you're not familiar with Autodesk Flame, it's the highest of high-end software which formerly ran exclusively on UNIX platforms but is now commonly running on high-end PCs. Flame is visual effects compositing software that works like an extremely powerful Photoshop program for moving images. It can isolate precise colors, perfectly track moving objects in 3D space and imitate the position of a moving camera with uncanny accuracy.
However, ultimately Flame is only as good as whoever's driving it, and it's obviously in good hands with Flame artist Yoshimoto, who's turned art and science into magic with this 30-second piece of prestidigitation.
We're also digging colorist Stefan Sonnenfeld's color correction in this spot, using a subtle palette that departs from Apple's bright two-color iPod dancer motif, adopting a semi-washed-out, almost sepiatone look that gives a sharp and coherent look to the overall theme. Plus, it's all flawlessly synchronized with The Prototypes' "Who's Gonna Sing" soundtrack. Kudos are also richly deserved by the spot's directors, Mark Romanek and Brand New School.
Then there's the overall appeal of the iPod shuffle itself, which we've held in our hands and whose tiny form factor and honest practicality we've simply adored. Start with a great product, add this commercial spot that amounts to a perfect example of Apple's secret sauce that stirs up some serious mystique, and you have another winner from the Cupertino fruit company. Beautifully done.
(Editor's note: Charlie has worked in broadcasting for 31 years and has produced hundreds of high-end spots himself).
Comments
Nicely done Apple! The shuffle is still a pointless player, but nicely done!
Fantastic ad - great seamless Flame work - excellent!
I gave one to my wife for her birthday three weeks ago, loaded it with her fav CD's and she still hasn't even listened to it!!!
Saw it last night, and it was an amazing ad. Ads like this don't move the product, they just seal the deal as far as hipster quotient. Well done. Reminded me of the HP "picturebook" ads.
finally an apple ad that isn't just throwing mud at ms.
Great add, but a still pointerless player. Why not spend a very few extra coins and get a player where you can choose which songs play - or have it shuffle for you. I'm just obtuse, and NEVER saw the appeal.
I saw this on TV and couldn't stop telling my gf how great an ad that was. I was really impressed with how tight a commercial they put together.
The girl's hand the photo looks too weird.
"Great add, but a still pointerless player."
When I am jogging outside, or in the car where I dont want to be skipping around tracks, it makes a lot more sense to use this over a big hulking iPod. Especially at the gym where even the Nanos get knocked around.
The only reason I might be getting a nano is because I am very interested in the Nike+ stuff and that wont work with the Shuffle.
I can't watch any commercial like this without having flashbacks to Michael Jackson's Black or White.
And since thinking of MJ makes me ill...these ads make me ill.
http://www.youtube.com/watch?v=ud-Nk7e261w (Isn't McCauley cute. It is scary how much the beginning of this is like a Twisted Sister Video..warning...do not click if you get sick by seeing MJ too!...if you just want to relive the morphing it starts at the 5:30 mark)
Curious as to the notion of pointlessness. When I'm at the gym, hiking, hitting tennis balls, or playing golf, I don't really need a player with a screen. I need something compact, unobtrusive, light and simple. Yes, there's the Nano, but even that becomes a nuisance on a treadmill/etc.
I have a 1st generation Shuffle (just bought another as well for $35, thanks to Dealzmodo!). The fact that it has the lanyard is just great for me. As soon as Apple irons out some of the audio issues on the new Shuffle, I'll definitely upgrade and give my current one away.
That was totally cool! So if I get a shuffle, I can clip it on my clothes and get a belly like they had? No? Gotta get and use the Nike thing, huh?
Forget it, but the ad was still cool.
my mini died just last week (almost 2 years to the day that i bought it), so i grabbed one of these because i dont have the bread to buy another expensive ipod, and need *something* to listen to music with. and i'm pretty damn happy with it. the fact that it's so small is beautiful, and honestly i don't give a shit that it doesnt have a screen.
my only issue with the shuffle is that it fast forwards reallllly slowwwww.
and since im usually listening to one or two hour DJ mixes, i dont always like to listen right from the beginning.. so fast forwarding in 30 or 40 minutes can be a pain, having to hold the >>| button for a few minutes.
it's a small complaint, but maybe they can fix it in future firmware updates?
I have a 1st gen Shuffle and I like it a lot. The ONLY time I would ever require a song is when I come across something where I don't know the name and want to rate it in iTunes later. 95% of the time it is perfect and I just hit next when I come across something I am not in the mood for. With the iTunes Autofill, I find myself listening to a lot more variety as well.
doh! I meant, "require a screen..."
Saying the shuffle is pointless because it doesn't have all the features of other digital music players is a bit like saying that a knife is pointless if it isn't doesn't have a corkscrew, a magnifying glass and a toothpick like a Swiss Army Knife. If you are looking for a knife that includes all those things, well, then that statement is true. But some people just need a knife.
I bought the newest shuffle because it was exactly what I wanted for the limited purpose of exercising: something small, light, and that I could carry around easily. I own the nano, and it has been great, but I don't need a color screen, album art, video, or thousands of songs to choose from when I go running. I load the shuffle up with exercise-appropriate songs, set it to shuffle, clip it to my clothes, and off I go. When I get bored with the songs, I swap them out for new ones. If you are only going to own one music player, this may not be the one for you, because it is limited in its functionality and features. But if you are looking for a small, light, exercise-friendly music player, and you don't need all the other features, the shuffle is hard to beat.
Oh yes, and I like the new ad.
Mmmmmmm.... Abs......
I don't care much for the Shuffle, but I must say I do enjoy the lady the shuffle is attached to!
Sure, it's a nice ad... but i don't see it as mind blowing. I actually prefer some of the older apple ads.
The best current commercial on tv still goes to the "man law" group.
I know the origin of this shuffle ad
Apple stole it again from my favourite animator patrick smith.
www.patsmith.com
http://www.squarefootagefilms.com/smith/movies/drink_small...
That man law commercial is wretched. No thought is involved in that at all and I think it makes them look stupid. The fact that they are celebrities makes it even worse.
As for the apple ad, I thought it was creative, but I think most of there iPod commercials are. They need some new advertising with the mac pros though. The "mac-guy" was terrible.
I have a 4G, 5G, 1G mini, and 1G nano. I just bought the shuffle and although it does seem like a pointless player, I like it a lot. It's great for skiing and things when you just want to listen to whatever. I wasn't a fan of the original shuffle. I thought it looked cheap as hell, but this new one is slick. If you have $80 laying around go pick one up.
WOW...I think the effects are terrible. Bad Keying, bad rotoscoping, shuffle wires go missing, bad jump cuts. It's interesting to think how many people had to approve this and that it actually got released in the state its in. Sorry, I don't mean to hate on the guy, I'm sure there was a ton of stress over this job, but still, it's kinda hacked together. Mark Romanek either checked out after the shoot or is slippin'.
And, yes, I've been a Flame artist for nine years.
Did anyone else try this? Play the clip backwards so the ppl were stripping more than putting clothes on...it just makes it seem so much.. hotter!
Anyway isn't this the point of the Shuffle, to play stuff in the order that YOU like?
jesus. can you all suck apple's dick a little more? bunch of fucking mindless sheep...
>>jesus. can you all suck apple's dick a little more?
So that you can jack off to the sight? I don't think so.
What do you use to play the clip backwards pratt-stick?
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