As ad formats have changed and attention spans decrease, (shorter than a goldfish??? ) we are increasingly looking for ways to deliver our messages quickly and creatively.

Apple has a great track record in producing beautifully constructed ads, (think back to those early ipad and iphone ads).

This recent campaign is a really nice example of how a series of videos can be used to hammer home a point.

All the videos follow the same pattern, framing, colour set-up – you know what you are watching. Brand is at the forefront but benefits are subtly, hammered home