180 Amsterdam/180 LA

This was done by the Amsterdam office of 180.

So hand models have been working a lot lately since the hype about virtual keyboards, apps, and record-breaking texting records have infiltrated commercial society. All of the new Apple iPhone commercials feature frames of the most breath-taking thumbs and pointer fingers looking for movies, searching directions, and every now and then...dialing a phone number. This spot certainly follows the trend of highlighting the flexibility of the human hand, but this spot is executed with more sophistication than the Apple ads because it transforms the hands into personified characters. It gives a more artistic sensibility to the spot, making this particular ad more about the emotional journey of all the places your hands will travel on your new phone, and less about the straight forward product capabilities and quick technology. Still...all the fingers on TV these days are a little gross, especially the Motorola ads with Megan Fox's little nub thumbs. It's 2010 though, and people in America understand that you use a phone with your hands, so the repeated visual of the well-groomed fingers is a little monotonous and over-simplified. It was a novel idea when it was done at first, but now the concept has been copied in so many forms and fashions, it looks tired and lackluster.