Since the first iPhone released in 2007, it has developed more than 12 years. A smartphone is a daily essential item; most people can't live without it. However, there is a group that couldn't use it – the visually impaired. As time goes by, the technology companies have to be more cutthroat than in the past. It's a red ocean. Yet, they created a new market- a visually impaired mode.
"Create. Don't Compete."
― W. Chan Kim, Renée Mauborgne
The first part, when the girl had sunk in the bathtub, her mother saved her. After that, the mother took the girl's hand to touch her throat. It made the girl Calm down. This movement not only signified the security of the girl but also the vocal cord vibration.
After the girl was sent to the school, her life never been the same. She learned how to type the word by a perkins brailler. Here is the point: a dot, a short vibration. This is the connection between the girl, the mother The girl can type the message on the smartphone by vibrating. I really like this imagery. Very clever. In the end, there is a footage: "Now, words aren't just heard but felt." We can feel the word, because of the vibration. What a brilliant sentence. further, this ads talk about the love. Love is also invisible, isn't it?
"Love is like the wind, you can't see it but you can feel it."
― Nicholas Sparks, A Walk to Remember
Apart from this main imagery, there are many other epic techniques are used in this video.
1. The teacher opened the cabinet to took the girl out is the same as the first footage, the mother opened it. They opened the cabinet, also opened her heart.
2. The father was weeping after sent her to school. It expressed the love as a father. Even though it is a different way from the mother, we can’t deny it. This footage also emphasizes the love of family.
3. When the girl lay on the grass, she saw the sky, it was same as she had sunk in the bathtub, and she saw her mother saved her.
4. The phone not only contacts people but also the love. This ads gives this impress to all the user. If you want to contact the person who you love, use this phone.
This commercial is really impressive. Instead of showing how good they are, they chose the other way to express how thoughtful they are. Nowadays, the distance between people is farther and father. However the essence of the phone is bringing us closer. This ad reminds us what is the important thing and gives this company a passive and warm brand image.
I'm very well hearing from you if you have any idea about my commercial comment.
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