Promotional Video - iPhone 5s

This promotional video for the iPhone 5s is showing all that is possible for people who like to stay fit, with the different apps and technology being shown on the phone itself. The people that are featured in this video are average people who are driven to stay fit, in the video there are, runners, golfers, cyclists, swimmers and gymnasts. and it is showing all the different apps that can be used for measuring weight and goals for their fitness.

The song that is featured in this video is a fitness song that was popular in America when the Presidents Fitness Program was introduced; therefore it is fast paced and fits with the music as it is all about fitness. It adds to the atmosphere of the video and creates a rhythmic pace for the video.

The style of this video is very simplistic, it doesn’t really have any moving around, it is basically just filmed from one angle and then a transition is added if the scene moves on to the same people. Such as the gymnast, it shows her doing a floor exercise and after when she is talking to her trainer it cuts to a shot of her talking to her with the phone and a video of little girl practicing her routine. The simplistic camera movements and the clear and concise imagery showing the phone in all situations makes the product look more appealing to the audience.

Its almost as if they are just filming random people and they don’t know that the camera is there.

It starts off as if it is set in the morning and what people like to do when they wake up, almost following their daily routine, this is because of the lighting in the video, even though it is a bit dark the lighting that is used is dimmed.

The video contains a varied group of people using the phone and the apps, and it shows that anyone can use this phone as it is simple for everyone to use and this is what appeals to customers the most, knowing that it is simple and easy to use. Also the locations that are used, show the consumers that it is a phone that can be used anywhere, for example in the video there is a show of a woman running up steps overlooking a city, this shows that even though she is far away from the city it can still be used, showing that the product is modern and will be able to use anywhere in the world.
The way I am going to incorporate some of the elements in this video into my own video is that I am going to be using upbeat music and quick snappy transitions as I think that if a video is upbeat it keeps the audiences attention more as its not long and drawn out with the same shot and it it giving an insight into everything that is to offer.

Iana Surch