Some of us are intimately familiar with every outdated technical skills demonstrated in a classic TV ad from Apple.
The spot follows an unassuming archivist working in an ancient building. Shelves bulge with film reels, photos and negatives. With a gentle gaze, the stooping man orchestrates his antique tools to bring celluloid memories alive. The final result, a short documentary film called “Together,” appears miraculously on a young mother’s iPhone somewhere else in the world. Images of her young family fly by as Lykke Li’s moving interpretation of "Unchained Melody" calls to our memories of young love, parenting, and perhaps Demi Moore and Patrick Swayze’s poignant movie, “Ghost.”
The purpose of this ad, incidentally, is to showcase Memories, Apple’s iOS 10 app for iPhone 7 and above. The app auto-magically curates iCloud photos and videos from a time period, wedding them to music to create emotional mini-films. As if a ghost from another time, the wise, tireless archivist is always ready to help when his call light snaps on.
So is this one more ageist TV ad portraying negative connotations of aging? Or is this docudrama a positive depiction of aging and the special power of intergenerational connections? Please post your reaction and comments below.
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