|Keeping up with the action.|
|by Jason Stone|
At the time of writing this review, we've been unable to discover who directed this fantastic spot for the new Apple iPhone, but we wish we knew so we could congratulate him or her properly. This is one of those rare commercials that makes you laugh out loud every time you watch it. That's because the execution is as funny as the idea and has been delivered to perfection.
It's also a fantastic piece of advertising, demonstrating brilliantly one of the most exciting features of the latest generation of iPhones... its ability to emulate a steady cam when used in 'action mode'.
The mum determined to capture every moment of her son's race gives no quarter in her effort to keep pace with him. This is simultaneously a superb demonstration of the aforementioned feature, and a source of brilliant physical comedy... we particularly enjoy the shot that starts around the 25" mark, showing the lad's view of his mum as he looks across.
Product Category: Mobile Phones