Can someone explain why this is embarrassing? Is it just the reduced focus on business use? Is it the music choice (I don't have sound here, but I assume it was a Black Eyed Peas track)? Something else?
It makes me cringe, and I think it's because it's trying too hard to be cool. The obviously chosen backgrounds and ethnicities of the subjects, the "was recently cool, but not really anymore" choice of a pop song. In Apple's ads, the music is either something you've not yet heard but will be popular soon (such as "New Soul"), or a legitimate classic from decades ago. They don't run ads of songs that are on their way out. Second, Apple's ads make it look like the dancers are just really enjoying the music, and dancing well to it. Here, dancers are being forced to be constantly touching a screen in a non-natural way, which makes it look neither fun to be dancing nor effortless to use (as a UI experience), and the result is bad dancing and awkward corporate-seeming stiffness, only enhancing the "we're trying to hard to be cool" vibe. Ugh.
It's like the guy who is smart and really good at what he does, but just discovered the Cake Is A Lie meme only last week and now can't stop referencing it.
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Can someone explain why this is embarrassing? Is it just the reduced focus on business use? Is it the music choice (I don't have sound here, but I assume it was a Black Eyed Peas track)? Something else?
It makes me cringe, and I think it's because it's trying too hard to be cool. The obviously chosen backgrounds and ethnicities of the subjects, the "was recently cool, but not really anymore" choice of a pop song. In Apple's ads, the music is either something you've not yet heard but will be popular soon (such as "New Soul"), or a legitimate classic from decades ago. They don't run ads of songs that are on their way out. Second, Apple's ads make it look like the dancers are just really enjoying the music, and dancing well to it. Here, dancers are being forced to be constantly touching a screen in a non-natural way, which makes it look neither fun to be dancing nor effortless to use (as a UI experience), and the result is bad dancing and awkward corporate-seeming stiffness, only enhancing the "we're trying to hard to be cool" vibe. Ugh.
Ironically, the very first dancing-silhouette iPod commercial was set to a Black Eyed Peas song--before they made it big.
It's like the guy who is smart and really good at what he does, but just discovered the Cake Is A Lie meme only last week and now can't stop referencing it.
And he is Rick James.
How dare you..
The fact that the interface looks like a less-polished copy of the original iPhone UI.
I assume the primary complaint is that it is cheesy and a little weird how the girl touches her chest.
I was thinking it was the man-in-suit fist and pelvis pump towards his phone while dialing his wife.