This Apple ad concentrates on showing off all the audio apps that enable musicians to play, mix, co-ordinate and tune their performances. Set to the tune of these artists Pixies' 'Gigantic', much to the amusement of everyone because when they hear "big big love" they're thinking about the song lyrics, and it's said that the song is inspired by a film where a married woman is having an affair with a black man. Minds in the gutter, clearly, and thousand upon thousands of blog posts written about this. Why, it's as if it was planned for extra earned media.

Other people may just hear "big big love" and think that's exactly how their feel about their amazing phone.

ad agency: TBWA/Media Arts Lab

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.