I’ll tell you right now

This video seems a very long indie-flavoured spot for iPhone.

I have not hatred or unsolved issues with iPhone, nor with spots or indie things…only, i don’t like this video.

There is a kind of contrast in the clip for canadian indie-rock the Elwins.

A contrast that the filmmaker Michael Schmidt was unable to solve or to heighten: to create the mix between an old generation of funny things and the symbols of desirable objects, the iPhone took 3 month, 19 takes and some hands.

Thinking that the opening scene was really promising with that gesture that erases in an instant fantasies of the past to make the way for new, now we can’t say same thing.

But the contrasts loose soon their strength: they have not tension neither carelessness and for the same reason also the video on the mobile devices become soon flat despite the transitions between the 4 iPhone, made using different scenes’ take.

And as the opening also the end scene is the only good reason of birth about the video: with the return of colored hand-written on little piece of paper where bands thanks creators, a piece of paper that make me remember the old days of childish.