Apple ditches the warm, fuzzy voiceovers of previous ads for a more trippy approach in a new 60-second iPhone 5C spot, which makes the case for hardware and software synergy.
The ad is an assault of colors and shapes set to Lemaitre's "1:18." Along the way, there's a subtle pitch for the integration that supports iTunes, chat and the device's camera.
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Apple's inaugural ad for the 5C -- the low-end counterpart to the iPhone 5S -- took a similar approach, with trippy animation, no voiceover and a catchy tune (in that case, Sleigh Bells' "Rill Rill").
Is this Apple's new direction for ads? If so, it's a pivot from the "Designed in California" campaign it ran during the summer.
What do you think? Did Apple get its groove back? Let us know in the comments.