The document analyzes Apple's "Morning Ride" advertisement for the iPhone 7. It discusses how the ad uses dark lighting, wide camera angles, and the rock song "Thunderstruck" to create a sense of adventure and excitement. These elements transform a dreary rainy day into an exhilarating experience. The ad also uses dramatic lighting and low camera shots to draw attention to the phone and make it seem powerful and appealing. Through these techniques, the ad engages its target audience of young tech enthusiasts.

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iPhone Ad Analysis
Geraldine Vargas Cantres
Full Sail University

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iPhone Ad Analysis
Advertisers can’t live with or without them. They completely understand the audiences’
need to want things they really don’t need and how to expertly exploit that need in order to sell
products and services. In the “Morning Ride” advertisement, there are uses of dark lighting, wide
angled camera shots, and classical rock music to appeal to a sense of adventure for young tech
savvy thrill seekers. The “Morning Ride” video ad starts with a gentleman looking out the
window to see that it’s raining and then pulls out their phone to see the weather report for the rest
of the day, the room his in is also dark. In the next scene he is seen turning around flipping a
switch turning on the lights that leads to showing you the room is actually his garage. The music
that starts to play intensifies. Then a dog is show under the stair case on a doggy bed, as the
gentleman is check what seems to be the air pressure on a bicycle. There is also a bucket
collecting water that seems to be leaking from somewhere. The camera then zooms out to again
show the gentleman rigging something to the bike. It is later shown to be the iPhone 7 that is
being rigged to the bicycle. Leading into the climax of the ad with the gentleman getting ready to
venture out into the rain for a morning ride featuring the new water-resistant iPhone 7.
Throughout the “Morning Ride” ad, the classical rock music that plays engages the target
audiences adventure like mindset. With the ads use of the song “Thunderstruck” from ACDC
throughout the duration of the ad, it within the instant of a minute gives the ad a much brighter
tone to it. The music takes the ad from a dreadful, dark rainy day to turning the event into
something much more exciting and adventures for the man. So, according to Matt Rosenau
(2012) “An advertisement that uses pathos will attempt to provoke an emotional reaction in the
consumer. That is often a positive emotion.” That’s exactly what goes on that the “Morning

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Ride” ad really accomplishes, with presenting that sense of excitement and adventure brought
forward by using “Thunderstruck” as it’s a song that is very popular and easily recognizable that
about everyone will be able to connect to it. No matter the age.
The use of dramatic lighting is another one of many persuasive tactics that is used throughout
the “Morning Ride” ad that keeps the audience’s attention to what is truly taking place in the ad,
which is the iPhone 7. In the ad, the light is coming from above that both illuminates and gives
emphases everything the man is doing the ad even with the otherwise dark and brooding
atmosphere in the room. According to advice that David Booth and Corey Koberg (2012) say
they got from a man named Michael Straker of Cardinal Path, who states “A great visual not
only catches the eye, it excites and motivates.” The ad uses lighting so that the product itself
seem more appealing and therefore becomes the source of light. As the ad ends, because iPhone
has now become the thing giving light its emphases how powerful it truly is to the viewers.
Apple also ends up using low wide camera shots to obtain a more direct atmosphere within
the “Morning Ride” advertisement that’s giving the viewer a sense of adventure. Every shot has
the man in frame whenever the man is doing an action, such as when his attaching the phone to
the bike to when his putting on his helmet and shoes. According to Joan Meyers-Levy and Laura
A. Peracchio (1992) “Looking down at a product from a high camera angle might afford the
viewer insight into less flattering product features, whereas looking up from a low camera angle
may make visible highly positive product features” (p.455). If the viewer tended to judge the
cameras angles in advertising, then advertisement like “Morning Ride” puts emphasis on the
important things such as the product itself, because of the camera angle people already gravitate

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to the product which the ad leads to the ending that displays the product.
All of these things, the use of classical rock music, the dramatic lighting, and low wide
camera angles are everything that makes Apple’s “Morning Ride” successful in giving that sense
of adventure that reaches its targeted audience of young tech savvy thrill seekers. All of these
tactics are what has the viewer excited in watching this young athlete take the risk in the ad,
keeping them engaged through the duration of it. That’s what truly makes its successful.

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References
Apple “Morning Ride” [Advertisement]. (2016) Retrieved
from https://vimeo.com/187147547
Booth, David and Koberg, Corey (September 2012). Week 13: Study the Science Behind
Great Image Ads. Display Advertising: An Hour a Day. Retrieved from
https://ce.safaribooksonline.com/book/sales-and-marketing/9781118240298/chapter-7-month-4-
creating-image-ads/navpoint-38?query=((tactics+of+tv+advertising))#snippet
Meyers-Levy, Joan and Peracchio, Laura A. (November 1992). Getting an Angle in
Advertising: The Effect of Camera Angle on Product Evaluations. Retrieved from
https://www.jstor.org/stable/3172711?seq=1#page_scan_tab_contents
Roseanu, Matt [Video]. (March 2012) Retrieved from
https://www.youtube.com/watch?v=BpTb2RjbMn4