Apple has added
another commercial to its gallery of recent ads under the "if it's not an iPhone" banner, with a new rhyming ad that touts Apple Pay as another competitive advantage over rivals. The company's mobile payment option, which replaced credit and debit cards with more-secure Wallet-stored encrypted cards that can be used in conjunction with the iPhone 6 line's built-in Touch ID to offer safe, nearly-instant payment.
The new TV spot uses an obvious four-line rhyming scheme, while previous ads in the campaign have used more subtle rhyming narration,
AppleInsider notes. The "Amazing Apps" ad used a less-apparent enclosed rhyme (an "abba" structure), while the "Hardware & Software" featured a far more subtle and short "broken monorhyme" (aaa structure) style.
The new ad touts Apple Pay availability at over one million outlets, including Whole Foods, Foot Locker, Toys R Us, Jumba Juice, Sephora, Macy's, Subway, Petco, Sports Authority, Walgreens, Staples, American Eagle Outfitters, and McDonald's. Cards featured on the screen of the iPhone include American Express and a Bank of America MasterCard. The ad ends with the campaign's tagline, "if it's not an iPhone ... it's not an iPhone."
The "if it's not an iPhone" ads are sharper, more playful, and generally aimed at a younger demographic than Apple's most recent other ad campaigns. The spot also showcases both the ease of use of the system as well as the security, noting that Apple Pay is "safer than a credit card, and it keeps your info yours" -- a small but notable point over some rival systems, which share purchase and financial information with partners and merchants.
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