Apple promised the new iPhone 4 would "change everything, again." While it remains to be seen how the smartphone will shake things up in the mobile market, the tagline certainly holds true for Apple's advertising.
Following in the footsteps of "Think Different," "Get a Mac," and the iconic iPod ads, Apple has unveiled a series of stirring new iPhone 4 commercials featuring classic Hallmark moments framed by FaceTime, the iPhone's video chat feature. In the set of "heartbreaking" commercials, we see a newborn meeting her grandfather; a teen showing her dad her new braces; and a couple's discovery that they're going to have a baby.
So far, the ads had been well-received. "The ads are pretty effective-not too mawkish and very simple-delivering a clear product message about FaceTime, perhaps the iPhone 4's most marketable feature," writes All Things D. Fortune calls Apple's initial iPhone ad a "one-minute masterpiece of emotional manipulation."
What do you think of the new ad campaign? See the ads below, then tell us what you think in the comments below. Are they cliche or cool? Sappy or sweet?
If you had to create an ad for the new iPhone 4, what would you have done? How would you have branded it? Send us your ideas (could be pictures or video) for Apple's iPhone 4 ad campaign using the Participate tool below!