I’ve been intrigued by the new Apple commercial for the new iPhone since watching it some time ago. It has a lot of elements going on with it and does a lot to get the mind thinking about many things. What I find interesting is the music choice. The song invites you to come along but up until the end you are not sure what they what you come along to. When you find that the commercial is promoting the liquid retina display that ties together nicely with the visual aspect.
For now this is my text choice for our project but I’m planning on keeping my option open with the upcoming flurry of commercials to be show during the Super Bowl. They rarely disappoint and could be provide a good case study.
The Journey 
Well, this year might be the exception to the rule — most of the SB commercials were dull, from what I hear. In fact, according to one website, the best SB commercial was for the NFL itself. Either way, this commercial is a good choice. Clearly Apple has a purpose: to sell more iPhones. So it’s interesting to think about what the selling point is here. How do the images support that purpose, and which elements specifically do so? How exactly does that song tie to the visual display?
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