Hasta La Creative!

This novel by Emma Donoghue, author of the best-seller “Room,” follows a nurse sent to confirm that an 11-year-old has survived on water for four months.

You can’t see Missouri politician Jason Kander’s eyes at the start of his new TV commercial for a very good reason: He’s blindfolded. “I’m Jason Kander,” he says while standing behind a wooden table in an empty warehouse. “Senator [Roy] Blunt has been attacking me on guns.” Still blindfolded, he begins to calmly, systematically assemble an AR-15 assault rifle. “Well, in the Army, I learned how to use and respect my rifle. In Afghanistan, I volunteered to be an extra gun in a convoy of unarmored SUVs. And in the state legislature, I supported Second Amendment rights.” The nearly assembled rifle clanks against the table top as he adds, “I also believe in background checks, so that terrorists can’t get their hands on one of these.”

And then Kander, a Democratic candidate for the U.S. Senate, stands the AR-15 up, causing it to loudly clunk again the table. “I approve this message,” he says, while removing his blindfold and finally making eye contact with us, “because I’d like to see Senator Blunt do this.”

What’s the political term for what he just pulled off in this ad? Oh yeah: touch.

Continue reading at AdAge.com

TBWAMedia Arts Lab launched its first big effort for the new iPhone 7, focusing on the phone’s low-light camera in the 60-second broadcast spot “Midnight.”

The spot shows off the new iPhone’s low-light camera via a boy skateboarding around town and taking photos in the middle of the night. Set to “In A Black Out” by Hamilton Leithauser and Rostam, the spot follows the young photographers as he takes shots of moths around a lightbulb, sprinklers going off in a yard (touching on the phone’s water resistance as well), a deer roaming around a gas station and the moon over a cityscape below.

As you would expect from an centering on the phone’s perks for photography, it’s all very beautifully shot. The attention to detail in the lighting and cinematography is a step up from Apple’s usual offerings and the scene is paced well to the musical selection. It’s also not hard to see why Apple and TBWAMAL chose the approach, as the iPhone’s camera has consistently been a selling point for the brand.

“Midnight” made its broadcast debut last night during the Emmy’s and was joined by another spot promoting the iPhone 7, “Morning Ride.” The 30-second, in-house spot gives the water resistance feature center stage. It focuses on a bicyclist preparing to go out on a morning ride, in the middle of a thunderous rainstorm, concluding with the “Perfectly Magic” just as his garage door opens.

Water resistance is also one of the features promoted in “Go Time,” the brand’s in-house production for the Apple Watch Series 2. Set to the Nina Simone classic “Sinnerman,” the spot features a montage of users showing off various features, among them the aforementioned water resistance (up to 50 meters) and built-in GPS. The usual crowd is targeted, with Apple Watch users in the ad including both dedicated workout enthusiasts and young people who just want the latest accessory.

Aposto que você já ouviu uma mãe dizendo ao filho pra não entrar na piscina logo depois de comer. Mas esse conselho faz sentido? Cair na água logo após se alimentar é uma má ideia? Saiba mais neste episódio do Naruhodo!, o podcast pra quem tem fome de aprender — um papo entre o leigo curioso, Ken Fujioka, e o cientista PhD, Altay de Souza. […]

> LEIA MAIS: Naruhodo! #12 – Comer e entrar na água faz mal?

Apple broke a pair of iPhone 7 commercials during the Emmy Awards on Sunday night, advertising the latest incarnation of the device with the line: “Practically magic.” The spots push two improvements in particular—the camera’s upgraded abilities in low light, and the phone’s overall new water resistance.

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You can’t see Missouri politician Jason Kander’s eyes at the start of his new TV commercial for a very good reason: He’s blindfolded. “I’m Jason Kander,” he says while standing behind a wooden table in an empty warehouse. “Senator [Roy] Blunt has been attacking me on guns.” Still blindfolded, he begins to calmly, systematically assemble an AR-15 assault rifle. “Well, in the Army, I learned how to use and respect my rifle. In Afghanistan, I volunteered to be an extra gun in a convoy of unarmored SUVs. And in the state legislature, I supported Second Amendment rights.” The nearly assembled rifle clanks against the table top as he adds, “I also believe in background checks, so that terrorists can’t get their hands on one of these.”

And then Kander, a Democratic candidate for Senate in the state, stands the AR-15 up, causing the rifle to loudly clunk again the table. “I approve this message,” he says, while removing his blindfold and finally making eye contact with us, “because I’d like to see Senator Blunt do this.”

What’s the political term for what he just pulled off in this ad? Oh yeah: touch.

Continue reading at AdAge.com