34 Comments

Summary:

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? […]

NanoShootsVideo

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).

iPodNanoBlue

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.

Thumbs

You’re subscribed! If you like, you can update your settings

  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

      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?

      /s

  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”

    Agreed.

    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. Jimmy Cracked-Corn Tuesday, September 15, 2009

    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….

  11. They certainly didn’t have to be rude as some were, but the motivation is understood. We follow TAB expecting worthwhile interesting offerings. This post was utterly inane. Every video shot on a screen in a commercial is cut in.
    This post was utterly pointless, and did little to encourage me to keep TAB on my feed. And Josh, as representing TAB staff, you’d do well to keep your posts above name-calling even if it is deserved.

    1. Joe, thanks for your feedback. I wasn’t aware I called anybody a name, though. Unless you’re saying I called someone “pot” or “kettle”…in which case, I hardly think those are offensive. :)

  12. I think the camera is in a location that makes sense. People should be shooting video in landscape, not portrait, and the position of the camera encourages that. There are already way too many iPhone videos out there that you have to twist your neck just to watch properly(which is also a bit of a software issue).

  13. Wow. The first thing I thought of when I read the post was “man, this guy has too much time on his hands.” Ironic when I get to the site I see many others with the same thought. I also agree with Joe that Josh came off a bit snarky.

    So it was not the best post I have ever read on TAB, but there is too much good stuff to get caught up on one sub-par article. And besides, if a writer does not have the balls to accept criticism, he will never get any better.

  14. You all have noticed the little disclaimer at the end that says “video images simulated” haven’t you. Get a life, people.

  15. In the ad it states that the video on the iPod is simulated.

  16. I have to agree that this is not of particular interest in terms of what TheAppleBlog normally puts out. When I saw goofs in the title, I was thinking something like a nip slip or worse! Let’s get back to the point where this ad is simply a representation…

  17. is cool that ipod nano can go photo is nice

  18. in the commercial it says at the bottom of the screen “screen images simulated”. This is pretty weak guys. I expect better.

  19. You’d think with all the freeze-framing you guys did, you would have noticed the “screen images simulated” disclaimer.

    1. You’d think with all the complaining you’re doing about the article, you’d actually read the article.

      If you had, you would read: “…indicating it was added after the fact, something Apple actually admits in fine print at the end of the spot…”

  20. i agree, they chose the worst possible placement for the camera.

  21. Vid-Biz: Hulu, Hadopi 2, Insurance Wednesday, September 16, 2009

    [...] Nano Ad Goofs? Does the new commercial obfuscate the truth about the awkwardly placed camera lens? (The Apple Blog) [...]

  22. Wow. Being new to Apple I’m shocked at how rude you all are to the poster. Give the guy a break. If you are not interested view the next post. Wow.

  23. I say weldone and good job! I love reading the apple blog and I appreciate all the hard work you guys put into this. I am an apple geek and like “wasting” my time on stuff like this.

  24. Neuer Ärger für Apple durch iPod nano Werbung? « Mac » Freak Sunday, September 20, 2009

    [...] [via The Apple Blog] [...]

  25. I want to know who is the male actor in the green outfit?? is his name amani?

  26. well i guess there is two male actors in green, i mean the one with the glasses, that is on the very top of this page.

Comments have been disabled for this post