Apple's device ads are elegant. When they show 'live use' of a product, it's low-key, straightforward, etc. This service ad are ... kitschy. They're clumsy 's

Apple's device ads are elegant. When they show 'live use' of a product, it's low-key, straightforward, etc. This service ad are ... kitschy. They're clumsy 'skits' trying to manufacture energy and emotion. Consider the "guy on plane trying to make an anniversary movie". An Apple-y ad would stick with that set-up (junking the stupid 'on a plane' time constraint), but it would present the service in a sober manner and generate emotion from the husband's desire to produce the movie, clips from the resulting movie and the husband's relief at the finished product, or even the wife's reaction at seeing it. If anything, the emotion should have leaned toward unearned cliche; more like how they advertise Face Time. The tongue-in-cheek 'genius as superhero' tone is dripping with Geek Squad/Microsoft feel.