Apple Australia celebrates same sex marriage with ‘First Dance’
Apple Australia has launched an advertising campaign featuring the celebrations of newly married same sex couples.
https://www.youtube.com/watch?v=VjlNKiH1iBk
“First Dance” – shot on the iPhone X – features Australian musician Courtney Barnett’s reinterpretation of INXS’s Never Tear Us Apart.
The ad comes two months after Australian law was changed to give same sex couples the right to marry, with the first ceremonies following a month later.
Apple’s roster of creative agencies currently includes TBWA.
Apple confirmed the ad features real wedding celebrations.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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So beautiful!
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Apple does not comment on ….. anything really.
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Very beautiful Ad. But seriously with as diverse as Australia is that was the most white-washed Ad I’ve seen in ages. On one hand your celebrating one type of diversity but completely gone deaf to another? Sadly this is too typical of the Aussie media industry…
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If this had run before the vote, with a call to support SSM, my response would be purely positive.
[Apologies if it did].
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Come on Amadou, Apple’s ad was to celebrate same sex marriage (and to sell iPhones in doing so). However if they’d then also included strong multi-cultural imagery, their celebration of same sex marriage would have been lost.
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Waaay too close to LB’s effort of a few months ago – even sounds like the same track – https://www.youtube.com/watch?v=WihtdI9DgNo
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That track is a cover of Crowded House’s Don’t Dream It’s Over by Sarah Blasko…
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Hope you’re being facetious there, Tim
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Same sex marriage sells iphones? Advertising is a strange industry.
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Brilliant!
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It works for mine. Good CX communication. And Courtenay is the bomb.
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I didn’t want to love it, because Apple.
I’m chopping onions, OK?
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That was terrible.
The message is virtuous but that’s beside the point.
That had very little by way of a clever idea.
Clearly some close similarities to other work too. So nothing original either.
Boring execution.
Apple should be wondering what they spent $500k on.
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I just stopped buying Apple products
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Quite serious. There is merit in Amadou’s statement saying that Australian advertising is ‘white-washed’ in general. So bucking this trend with an emphasis on multiculturalism would confuse viewers in the message Apple is trying to deliver regarding same sex marriage.
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I THINK THE AD IS OK. BUT WHY SCREEN IT AT A TIME WHEN YOUNG CHILDREN ARE STILL WATCHING TV I DONT UNDERSTAND THAT IS THINK THAT IS NOT OK TO SUBJECT THEM TO SCENARIOS ALIEN TO THEM.
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So….surely equality would see all marriages being celebrated
Not just same sex ones. How is this making me buy an iPhonex, an irrelevant, biased and stupid ad, puts me off apple
And iPhones.
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I am extremely offended by this ad. The majority of marriages in this country would be between a man and a woman and I don’t see any of those in this film clip. Aren’t same sex marriages a mere 0.005% of the population? If this film had been portraying only marriages between a man and a woman there would have been a public outcry for the lack of diversity. Why isn’t there a public outcry with this ad? I don’t see any diversity whatsoever. It is rammed down our throats every single day. When will everyone get over it. It’s now very boring.
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How dare any company use a miniorioty to adavatise there product OMFG
THIS IS WHY THIS WORLD IS WHAT IT IS
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@Sally and @Darren
Done for the same reason Absolut does its Rainbow ads or ANZ its GayTMs at this important time of the year… surely you get the relevance – or am I being too straight with you?
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Sally. Here! Here! Well spoken. All of this same sex marriage is being rammed down my throat. Im pleased that they may now marry the ones they love but stop bashing me in the face with it. Will be removing apple from my offices. Lost my multi thousand up grade this year.
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Maybe Apple wanted to be single minded? Did you want them to find a gay couple where one person was half Asian, half Lebanese and the other was half Italian, half African? And while you’re at it, one of them could be disabled and one could have mental illness? It starts to look like diversity for diversity’s sake.
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directed and shot.. by no one i guess
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This ad is absolutely shameless. I’m a yes voter and was enjoying this until it became clear that it was an Apple ad. This isn’t a “celebration”, it’s jumping on the bandwagon.
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ME TOO!
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@Karl No you’re not
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X2
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Because same sex marriage is normal and legal – it’s everywhere ?
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What a pity heterosexual marriage was completely left out of this advert. It’s as if it doesn’t exist any more.
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