Apple's commercials have been pretty hit-or-miss the last few years. There were the sloppy and offensive "Genius" ads that were pulled from last year's Olympics, and more memorably, the Siri spots that had a PJ-clad Zooey Deschanel forgetting how to look out a window.
But this new iPhone 5 ad (which seems perfectly timed to coincide with the release of the Samsung Galaxy S4) taps into the same kind of sappy sentimentality that Google perfected in 2009. "Photos Every Day," as the TV spot is called, has a little something for everyone: Foodies Instagramming their lattes, teens snapping selfies in a bedroom, implied drunken revelry, couples out on hikes — it feels, well, real.
THE WEEK'S AUDIOPHILE PODCASTS: LISTEN SMARTER
- How our botched understanding of 'science' ruins everything
- Mike Huckabee's head-scratching advice to Christian voters
- How to be the most productive person in your office — and still get home by 5:30 p.m.
- 43 TV shows to watch in 2014
- 6 things the happiest families all have in common
- How Scotland's independence movement lost the vote and still won everything
- The science of sex: 4 harsh truths about dating and mating
- Why so many Christians won't back down on gay marriage
- The Tea Party has its own immigration problem: Cuba
- Adrian Peterson and our misguided debate about spanking
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