Apple has added a new iMac advertisement to its
Television Commercials Web page. Entitled “Window,” the new iMac promotion saw its prime-time debut on network television last week.
Since the new iMac’s debut, much has been made of the flat-panel design — a radical departure from earlier iMac models. Likened to a desk lamp, the new iMac even inspired animators at Apple CEO Steve Jobs’ other company, Pixar Animation Studios. They created two short promos that brought the new iMac to life the same way Pixar’s groundbreaking Luxo Jr. short subject had to actual desk lamps a number of years ago. This new promotional spot evokes the same whimsy.
The commercial shows a pedestrian walking by a window display of a new iMac. The iMac catches his eye, and the pedestrian realizes that the iMac is mimicking his movements. Reverse angle shots and other camera tricks emphasize the iMac’s “floating” screen and its steel neck. The pedestrian eventually sticks his tongue out at the iMac, which causes the iMac to respond in kind by ejecting its own optical drive. The two recover their decorum as another pedestrian walks by, eyeing them both disapprovingly.
If you haven’t already seen “Window” on television, you can catch the ad on Apple’s Web site at the link above. Apple streams QuickTime ads optimized for 56K to DSL connections.