apple makes good commercials generally except they're too full of themselves!! they have this really touching wonderful setup and then they ruin it with their arrogance

if apple just took a step back and made a bunch of commercials about lesbians falling in love on the internet that would be grand. do it for kibi,

lesbians fall in love on the internet and then fly to meet each other and go get coffee. you can show one of them on the phone and the other on an ipad and they listen to music on their beats on the plane ride and when they get there they use their apple watch for directions. it's the whole mobile product line. make it happen,

they basically did this a few years back only instead of lesbians meeting for coffee they were touring a foreign country and it was a very compelling take for the apple watch

advertising is really straightforward instead of talking about how great your product is just show people how you enable them to do things they already want to do. want to share fries and a shake with your lesbian partner? bam, mcdonald's lets you do that. see and now i want mcdonald's

the problem with this strategy is that it means you have to actually design things that help people do things they already want to do