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I didn't really like the way the laptop judders slightly (especially in the opening 10 seconds or so) because the images don't quite line up. I'm not sure whet
by bshimmin 12y ago
I didn't really like the way the laptop judders slightly (especially in the opening 10 seconds or so) because the images don't quite line up. I'm not sure whether it was a conscious decision to do it that way - obviously taking identical pictures is hard, but not impossible, though doing the whole thing digitally would probably be easier. Odd choice, if you ask me.
- lukeholder 12y agoThis is a keen observation that make a surprising conclusion. I made the same observation but had a completely different reaction. The stuttering was actually a motif to show this are pictures of different laptops of real people. It also completely tied into the music which was of a stuttery and impactful tone. It was obviously an intentional technique. You will notice that the laptops were also scuffed and looked used. The whole ad was about how personal a macbook is to its owner. I think apple have been concerned mac's are now so 'mainstream' they want to encourage the view that you are your macbook.
- bshimmin 12y agoI take your point. I think I would have preferred it had the jumping around been just a tiny bit more pronounced so it was very obviously intentional. I'll take it over Apple's increasingly mawkish TV spots any day, though.