Morning Update: Apple wants your mum in ads; serving ads in bots; Gap’s confused campaign; Budweiser to rebrand as America

https://youtu.be/NFFLEN90aeI

Creativity Online: Insert Mom Here: Apple Invites You to Personalise Its Mother’s Day Ad

Apple and TBWA/MAL recently introduced this quiet, touching Mother’s Day film promoting the iPhone. Its premise is simple: Moms, shot on iPhone, and it features a series of photographs and video clips of moments between mother and child, all captured on the device. Beneath each one is a line crediting the name of the photographer. The film is set to the pensive track, Because You Are Who You Are, by K.S. Rhoads.

This week, Apple invites viewers to personalise the film by adding a photo of their own mothers to the mix. The site asks you to upload a shot (not necessarily one taken on an iPhone), your first name and last initial, to create your bespoke film, which can be shared with Mom and the rest of the world on Facebook. See one example here.