I know that everyone is sharing this Apple ad, but it hits a lot of emotional buttons. From the title “Misunderstood” we go into the ad knowing our phone-obsessed anti-hero is subverting our expectations, but it’s awe inspiring to see the twist (cheesy and syrupy though it is, it’s still masterfully crafted).¬†

It’s not QUITE as inspiring to start second guessing how good the iPhone is at what they’re saying it can do with this ad, but in my experience it comes close.

Bonus: This ad can be used to illustrate the problem photographers/videographers have when trying to straddle the participant/archivist line. The recording always gets in the way if you’re trying to make non-accidental art out of accidental moments.

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