Apple is restructuring and shifts focus from translating big global ideas across the world and is instead going local, giving regions the power to come up their own work. This spot from Lew’Lara\TBWA, Sao Paulo is one such example As visually flashy as it is, if we're being honest it's just another shot on iPhone campaign. As neat as the stop motion is, it's also just another Carnival themed spot, which is pretty much the first place any agency would go when it came to selling something in Brazil at this time of the year. The song is pretty neat, though. It's "Eu Quero ... Botar Meu Bloco na Rua" by the band BaianaSystem. You can see they have a cameo in the spot.
So it's definitely a more energetic version of the usually calm Apple we all know. But if you strip away the flashy costumes and samba music, it's still more of the same.

Client: Apple Agency: Lew’Lara\TBWA Sao Paulo Song: Eu Quero ... Botar Meu Bloco na Rua" by BaianaSystem.

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kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

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