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Title : Is this NYT video an advertisement for iPhone?
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Is this NYT video an advertisement for iPhone?

It doesn't say it is, and when I played it, I had to first watch what was plainly an ad and that was for another brand of "smart phone"*:



I enjoyed the video. iPhones — with some help from other smart phones? — have "destroyed" a lot of things and it gets funny as the list gets longer. Obvious things on the list: cameras, calendars, address books, maps, clocks (counted twice as alarm clocks and watches). Less obvious things: post cards, photo albums, compasses, levels. Less clearly destroyed things: taxis (but not hotels). And the less tangible things that relate to human nature are kept upbeat: "small talk" and "shame and humility" (but not dinner conversation, civility, situational awareness, and attention span). The closest they get to conceding a negative — as the music continues its peppy, happy beat — is "work/life balance" and "anonymity."

So... I enjoyed the video, though I'd probably prefer simply reading the list of things (as I've put it in the previous paragraph), but I was offended by what feels like a hybridization of advertising and journalism, I loathe the music's nudging to find the "destruction" terribly fun, and I hate the triumphant shallowness (unless I do my own work to see it as sarcasm and critique).

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* I put "smart phone" in quotes because it sounds as cutesy and dumb as "snail mail" to me, perhaps because I've had always — as long as they're have been iPhones — had an iPhone. And I rewatched the video, and the ad seems to be not for another brand of smart phone but for something like "the smart behind every smartphone." The name on this product is Qualcomm, and I still don't know why I should care about that and not just whatever the new iPhone is going to be.

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