WHAT I LIKE
New iPhone 7 Plus Spot - “Barbers”
The new commercial for the iPhone7 Plus called “Barbers” is something that I really like. Ok, actually it really pisses me off, because I wish I had made it myself.
The spot is a perfect mix of style & sound, while actually selling the product benefit clearly. It’s kitschy, but clever. Nerdy, but cool.
Set in an inner city barber shop it shows uniquely, authentic people before and after a new hair-do. The before/after is used to highlight the portrait mode feature of the iPhone 7 Plus. Previous spots for this same feature felt a bit too Instagram, warm and fuzzy. This spot returns to the quarky world of Apple that made it fun back in the day.
While the look and feel of the piece are rock solid, the spot really comes to life thanks to the track “Fantastic Man” by William Onyeabor - a Nigerian funk musician/singer, who recorded through the ’70s-‘80s. His “songs are often heavily rhythmic and synthesized, occasionally epic in scope” (Wikipedia). Sadly, Onyeabor passed away in January 2017, just as his music is experiencing a rebirth in the mainstream - I only started listening to him a few years ago, myself.
I recommend you check out the full length spot (here) and then start listening to William Onyeabor, now. That is all. Enjoy.