David Reviews

 Biting the hand that feeds us since 2002.

Apple iPhone
"Barbers"
60s
18 May 2017
UK Mobile Phones

Apple are certainly proud of the new Portrait feature on their iPhone 7's camera - so much that they tasked the talented Dougal Wilson to show it single-handedly turning a sleepy barber shop into a thriving business. Move over Supercuts, there's a new go-to chopper in town.

The professional look of the portraits snapped by a bored employee soon entices more customers, who are transformed with Edward Scissorhands-like style and panache. We particularly enjoy the single snip/camera shutter sound effects blurring together to illustrate the synergy of the two feeding the business.

Everything in this film is extremely well executed, from the vintage feel of the slightly sepia grade to the astute editing of quick-fire haircut changes. Something for everyone involved to be proud of.

Qantas
"Dreamliner"

Miles said:

Starts off promisingly and then crash lands into burning flames of cheesey shmaltz.


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Apple iPhone
"Barbers"
60s
18 May 2017
Apple are certainly proud of the new Portrait feature on their iPhone 7's camera - so much that they tasked the talented Dougal Wilson to show it single-handedly turning a sleepy barber shop into a thriving business. The professional look of the portraits snapped by an employee soon entices more customers, who are summarily transformed.

Apple iPhone
"The City"
60s
8 May 2017
There are city breaks for two and there's this snap-happy Apple commercial. Two portrait fanatics have Shanghai to themselves as they put the iPhone 7 Plus's camera through its paces... though the weather is far from idyllic. It's a textbook urban fantasy from the tech giant, enhanced by Walter Martin and Karen O's languid vocals.

Apple iPhone
"Romeo & Juliet"
30s
7 Dec 2016
The quality of a video camera transforms a school play into a cinematic masterpiece for one proud dad in this ad for the iPhone 7. Younguns performing Romeo and Juliet - although what primary school puts on a play that dark we're not sure - are transported to Verona to act out the Shakespearean tragedy in full costume.

Apple iPhone
"Dive"
60s
3 Nov 2016
There are shades of Southern Comfort about this man's conduct as he makes his way to the top of the diving platforms alongside a swimming pool. Driven by the dramatic music emerging from his iPhone, he strides purposefully toward the summit before producing an unusual-looking dive into the water below.

Apple iPhone
"Balloons"
60s
16 Oct 2016
The big brands like their balloons just now, don't they? First Sony packed a casino with glitter bombs, now it's Apple's turn staging an inflatable spectacle. Toulouse's 'I Will Follow You' accompanies a red balloon as it travels to the big city. Once there, it joins hundreds more in helping make this woman's birthday an even brighter one. If the balloon budget's tight, then iPhone 7 users can achieve a similar effect with "expressive messaging".

Apple iPhone
"Thunderstruck"
30s
6 Oct 2016
There's some classic rock in Apple's latest ad for the iPhone 7, with AC/DC providing the soundtrack to a very stormy bike ride. This echoes the look of the last ad in their campaign, with muted colours and minimal light keeping focus on the product. 'Practically magic' is how Apple describe their new phone, and the atmosphere they've created in his commercial isn't half bad either.

Apple iPhone
"Low Light"
60s
1 Oct 2016
Night owls and photographers alike will appreciate this engrossing trip through after hours Los Angeles courtesy of Apple. While everyone else's eyes are closed, this skateboarder sees all the city has to offer when the sun goes down. Filming insects dancing around an exposed lightbulb, a deer taking a midnight stroll by the local market, and town brushing against country, he has all the recording equipment he needs in the palm of his hands.

Apple iPhone
"Penguins"
15s
20 Jun 2016
Sorry, Nicolas D., but we were holding our breath in anticipation for the "Shot on an iPhone... by a penguin" reveal. Despite that disappointment, Apple's ever-growing collection of customer-shot imagery nonetheless receives a fun addition courtesy of sped-up footage of our feathered friends. Nonetheless, it would be nice to see what PIngu is capable of behind the camera.

Apple iPhone
"Rewind"
15s
20 Jun 2016
Filming his companions leaping into the water evidently wasn't enough for one 'Mitchell H.' - instead, he makes use of his iPhone's camera options and turns this ordinary dive into a monochromatic journey back in time. All power to him, we suppose. Meanwhile, Apple provide the backing track in the form of Her's 'Five Minutes' to give Mitchell's film an extra helping of cool.

Apple iPhone
"Sunset"
15s
19 Jun 2016
The one and only 'John L.' is the latest amateur photographer to receive his fifteen seconds of fame in Apple's user-focused campaign. A trip to the beach just as the sun is packing up for the day produces this shot of John's companion leading him towards the sea. Seems like no one's living in the moment unless they have their phone primed to capture said moment these days!

Apple iPhone
"Football Images"
30s
11 Jun 2016
This Apple commercial revisits last year's predominant user-generated campaign and crafts an arresting football story from a variety of perspectives. Little Simz's tenacious vocals accompany a montage of still photos and video clips portraying the beautiful game through moments of solitude, togetherness, and ecstasy. An eye-catching showcase of the sport's artistic potential.

Apple iPhone
"Thank You Speech"
30s
23 May 2016
Actor, singer, magician, and CV filler extraordinaire Neil Patrick Harris also proves to be an accomplished speech writer in this latest Apple ad. While sprucing himself up for an awards ceremony, Harris gets some practice in by asking Siri to recite his acceptance speech. While it's clear the iPhone program lacks emotional range, it's synthetic delivery of Harris's own stage directions ensure an enjoyable watch.

Apple iPhone
"Onions"
30s
8 May 2016
When a girl videos an onion being chopped on her 4K-ready iPhone, the clip quickly becomes a worldwide phenomenon, even driving some to tears with its beauty. Rather appropriate given the star vegetable, eh? The ad has echoes of Samsung's 'Dolphin Whisperer' commercial, but the kinetic pace and Neil Patrick Harris's enjoyable cameo makes this a fun stab at the formula.

Apple iPhone
"Live Photos"
30s
31 Mar 2016
A welcome injection of humour helps elevate this otherwise functional Apple commercial into more memorable territory. The iPhone's 'Live Photo' feature allows snaps to play out a little longer than normal ones. Once the VO starts getting ahead of herself by comparing the technology to time travel, she assures the bemused cast that she's joking. After all, Apple wouldn't endorse irresponsible journeys through the space-time continuum.

Apple iPhone
"Timer"
60s
17 Mar 2016
This charming ad for the iPhone 6s features some first-rate Muppetry as Cookie Monster prepares a batch of his favourite baked confection with help from Siri. Only fourteen minutes separate him from 'om nom nom' goodness... though fourteen minutes is an eternity in Cookie Monster time. Not even the soothing tones of Jim Croce are enough to calm the hungry beast, and we're treated to Cookie Monster's amusing attempts to wile away the time.

Apple iPhone
"Less Time"
30s
22 Feb 2016
Aubrey Plaza features in the latest iPhone ad that tells us the 6S now has 3D Touch so we can 'peek' at other content and 'pop' into other apps without leaving the app we're in, saving us more time. It's impressive but it's also kind of daunting - do we really need those extra seconds it gives us? Are we that time-poor? Nice visual gag, though - if we freeze the screen and check out Plaza's phone, we realise she's missed her opportunity to save the world.

Apple iPhone
"Rolling With The Changes"
30s
13 Jan 2016
The changes keep a-coming with the iPhone 6S, despite Apple's coy assertion to the contrary. This ad shows us all manner of the stuff that the smartphone is capable of, including making student films look like they could grace the big screen. It's enough to get guest star Jon Favreau excited... though it sounds like his cinematographer is now out of a job.

Apple iPhone
"More of What's Changed"
30s
8 Jan 2016
This ad - complete with guest appearance from Penelope Cruz - suggests the iPhone S6 is a game-changer thanks to Siri's new capabilities. All you do is call 'Hey, Siri!' and the disembodied voice responds to do your bidding, whether it's to connect you to someone or find you the answer to an obscure question. We'd quite like to see how Siri would constructively cope with queries about family feuds or why your neighbour's dog hates you so much, but this does its job effectively enough.

Apple iPhone
"Basketballers"
15s
18 Nov 2015
What would Louis Daguerre make of what Apple have been up to? This latest communication for the iPhone 6S focuses on the phone's ability to capture not only a photo, but the moments immediately before and after the snap. No doubt sports fans will be intrigued by the ability to watch a move or a shot in full flow while freezing it at the same time.

Apple iPhone
"Coin Flip"
15s
18 Nov 2015
Apple wisely make the most of Jamie Foxx's charisma by giving him his own 15" ad. This short but sweet execution shows the actor in the middle of a dilemma - he has two scripts to consider, but which to sign up to? Luckily, all he needs to do is ask Siri to flip a coin. He doesn't sound too enamoured by the sound of his next project, but you can't fight fate.

Apple iPhone
"Camera"
30s
10 Nov 2015
Even if their game has been rumbled several ads ago, Apple continue to insist nothing much has changed with the new iPhone 6s. Well, apart from seemingly everything to do with the camera. Users can now enjoy a raft of enhancements including shooting video clips in 4K, finding and sorting photos with ease, and even creating moving photos. Hmm, isn't that just video?

Apple iPhone
"What's Changed?"
30s
8 Nov 2015
Not much has changed, Apple tells us in this spot for the iPhone 6S, except... a whole raft of differences and improvements that make the phone more intuitive. And just to add a little extra gloss, Jamie Foxx is caught listening to his own song (who knew?) in front of the mirror, because it's now even easier to find the music you like.

Apple iPhone
"Prince Ospeh"
30s
28 Oct 2015
Apple has made a stunning new discovery: humour. This lovely spot for the iPhone 6 demonstrates the ease with which you can read and reply to your emails while occupied with other things... but instead of using a killingly hip satchel-wearer to show us how, it has comedian Bill Hader falling for one of those Nigerian bank scams. 'Prince Ospeh' has found his target.

Apple iPhone
"The Only Thing That's Changed Is..."
60s
10 Sep 2015
This would be a more pleasing ad if it weren't so satisfied with itself. The touch-screen developments are intuitive and sensible, and Siri's voice command feature seems to be getting ever more impressive - we like the way the chap attempting pasta is horrified when he sees what he actually should be making. But the overall smugness is rather annoying, quite frankly.

Apple iPhone
"Apple Pay"
30s
26 Aug 2015
Even though there's been some publicity for this new payment method, surely its arrival deserves a bigger splash than this understated piece of work? With its jaunty music and basic rhymes, you'd be forgiven for thinking Apple Pay is an app from the Early Learning Centre for tots discovering the concept of electronic banking.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.