On With the Show

There's no business like show business

There's no business I knoooooow

Everything about it is appealing

Everything that traffic will allow

Nowhere could you get that happy feeling

When you are steeeeealing that extra bow

Irving Berlin meets Lalaland in this new musical-theater-inspired TV spot for the Apple iPhone 15 Pro.

After the actors’ union (SAG-AFTRA) ended its strike last week, Apple released an of-the-moment commercial called “On With The Show” celebrating the return to work.

OWTS is a good example of 'react-vertising' where a brand uses a trending story to make a connection. To state a claim of relevance. To create some sympathetic resonance.

OWTS takes its audience behind the cameraphone to see the ‘magical chaos’ that goes into making TV shows and movies. The spot features directors, actors, gaffers, make-up artists, digital animators, caterers and production assistants all doing what they do while singing a rendition of Berlin’s There’s No Business Like Show Business.

The product feature being emphasized here is the powerful camera system in the iPhone 15 Pro. But the neat thing about the spot is that works on another level creating relevance for Apple as an entertainment company (Apple TV+ spends billions on original content, competing with streamers like Netflix and Max, as well as traditional Hollyood studios).

The spot was made by Apple's creative agency, TBWA\Media Arts Lab.

I wonder if it worked?

After watching OWTS, I heard myself mouthing the words "There's no camera like Proooooooo". So I'm pretty sure the memory-formation part worked, and I have no doubt that that will impact device sales in some way.

https://www.ispot.tv/ad/5Cto/apple-iphone-15-pro-show-business

https://www.thedrum.com/news/2023/11/13/apple-sends-love-letter-hollywood-aftermath-actors-strike