With the new iPod nano featuring a built in video camera, Apple’s latest commercial really highlights how easy it is to use. Entitled “Nano Shoots Video,” the spot makes it look super easy and trendy to shoot video, but does the commercial really tell the truth? […]


With the new iPod nano featuring a built in video camera, Apple’s latest commercial really highlights how easy it is to use. Entitled “Nano Shoots Video,” the spot makes it look super easy and trendy to shoot video, but does the commercial really tell the truth?

Looking at the structure of the iPod nano, the camera is actually found in the lower left corner of the backside. For some, this would be be a bit awkward when holding it, to ensure not covering up the camera.

iPod nano & camera location

Generally speaking, Apple’s commercial takes this into account, with careful positioning of holding the iPod. But in reality, is the location of the camera the best possible place? For those of you who have already purchased one, what are your thoughts?

A Few Goofs?

We know Apple’s award winning ad campaigns are creative, inspirational and very memorable. (How many of you have bought songs on iTunes because they were featured in an iPod commercial? Consequently, this song in the latest ad is called Bourgeois Shangri-La, by Miss Li.)

Sometimes though, a close look at the commercials can reveal a bit about how they are made, and show a few goofs. For example, look close at the screen grabs from this commercial below. You’ll see things like video that isn’t quite centered on the screen correctly (indicating it was added after the fact, something Apple actually admits in fine print at the end of the spot). At first, I just thought this was a result of motion blur, but going frame by frame, it’s fairly inconsistent throughout the entire piece.

Nano Ad Purple

The very last scene of the commercial showcases all of the nanos in a row. Here is another example of where the video shifts inside the blue nano as it is added to the group. Look at the vertical alignment of the video. As the nano comes into the frame, it’s more aligned towards the bottom of the iPod and when it sits into place, it becomes centered (most obvious when you compare frames 1 and 2 to frames 3 and 4).


Another interesting catch is around 19 seconds in when the guy who is moonwalking is being filmed by an iPod nano that is being held up by just a thumb. Have you noticed anything like this in Apple’s ads before? If you’ve bought the new nano, is this commercial a realistic representation of the video quality, color accuracy and the like? I’d love to hear what you think.


  1. ” I’d love to hear what you think.”

    You’re sitting around looking at commercials frame by frame.

    You’re extremely bored and have too much time on your hands.

    1. Hello?! You actually read it.

    2. +1

    3. + 1

      I can understand a little blurb about this in a forum but a ~2-3 page article with (too many) illustrations for a simple ad? You had way too much time on your hands.

      Maybe you could skip over the fine print (“Screen images simulated”) again and make an iPhone version that shows how ridiculously fast the iPhones in the commercials are (“Sequences shortened”).

      Maybe even use a millisecond-accuracy stopwatch to bench real world performance of the iPhone vs the ad-iPhone?


  2. Throughout the whole advert it’s quite obvious what you’re seeing on the Nano’s screen isn’t actual footage from the camera, and I don’t think Apple are trying particularly hard to deceive us. It’s an advert, it’s representative, I have to agree with the poster above

  3. who the hell cares if the frames are not aligned ?!?! Get a girlfriend, go out, do something for Pete’s sake. Frame by frame analyzing of the commercials? really? Do you also have a shrine of Steve Jobs up in your room/temple?

  4. Wow. Sad. You have far too much time on your hands.

  5. Haha, the last one where there’s just a thumb holding up the nano is a good catch though.

    No I have to agree with the poster- there was something that seemed “off” about these ads when I first saw them; I just kinda dismissed it as a crappy ad.

  6. And all of you posting about people having “too much time on their hands”…sounds like the pot is calling the kettle black. You clearly were bored enough to spend you’re time posting your kindergarten-level sneers for comments. :)

    1. Another “kindergarten-level” sneer for you:

      It’s “your”, not “you’re”. Even a kindergartener could make that distinction.

    2. And you have no clue how to be polite in the internet so STFU and GTFO.

    3. These comments have all spiraled out of control. THE MADNESS!!!! AHHHHH!!!!!!!!!!!!!!!! We’re all kindergarteners with too much time on our hands who can’t spell!

      /removing tongue from cheek :)

  7. Everyone commenting seems to be a douche.

    I’d like to commend you for being so observant. You certainly picked up on things that most people wouldn’t. Sure, we all know that the ad is just a fabricated representation, but it’s fun to deconstruct things sometimes :p

  8. “like the pot is calling the kettle black”


    I’ll agree the camera placement seems like the worst possible shot. I can’t imagine being able to whole-hand it like I do my iPhone. Any plans for a hands-on?

    Also, forget those other guys; I like finding mess-ups, small though they may be. If the posters are so damn angry about it, they need to take a deep breath and think about what kind of person they are turning into.

  9. I concur with the other pot/kettle douches. You have way too much time on your hands to be making this post.

  10. And I’ve obviously got too much time on my hands, because I sat and read the whole pointless article and all the comments, and here I am leaving my own.

    Sometimes I do worry….


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