Every time I see this video, I am completely mesmerized. The beautiful low light shots and music work together magically to create a mood that gives me all the feels. I get a feeling of nostalgia whenever I watch it. It reminds me of being a teenager and exploring the world after the sun went down and everyone went to sleep. I would get to be alone and have the entire world to myself.
The night is scary, but this spot portrays the night the way I experienced it as a teenager - as something beautiful and even magical. The soft glow of convenience stores, the bokeh from uninhabited streetlights, the twinkling, lit up city, the graceful creatures of the night, and the large, full moon all capture the enchanting feeling experienced late at night. Even the scene with moths dancing in the light looked like a moment that even I (a vehement bug murderer) would want to capture.
This next ad, I caught for the first time when I was at a bar. Thank God I was with ad friends because I made everyone stop talking mid-conversation to tune in to what was going on on tv.
There wasn't even any sound on the tv, I was drawn in strictly due to the stunning imagery, with every shot crisp and balanced (totally my thing). I watched attentively, eagerly waiting to see who was responsible for this masterpiece. "Ideas push the world forward." Simple & Genius! This simple line of copy made the spot that much better. The commercial finally closed with the Apple logo and I was pleasantly fulfilled. "Of course Apple made this freaking beautiful work of art," I remember thinking. After falling deeply in love with the "Midnight" commercial above, I should have expected this one to be from Apple as well.
When I got home, of course I searched the commercial to relive it, this time with sound. The music is a classic (sometimes cliche & overused), but I feel that Apple made it work in a tasteful and pleasing way.