Followup: the first real iPhone ad lands

Funny how all the marketing meetings, TBWA \ Chiat \ Day-bought inspiration, planning, and advertising budget in the world still can't weed out the x-factor. Case in point: people seem pretty amused by the fact that the first (real) iPhone ad, all cheery and chipper, complete with launch date, probably couldn't pick up the spirits of those watching tonight's edition 60 Minutes, the show during which it ran. The guests on tonight's episode included: Daytona beach partyman Jack Kevorkian, Marxist anti-semite Vanessa Redgrave (spotted this weekend dancing with Lindsay Lohan), and Mahmoud Ahmadinejad, whom some of you may know for his stint in the original cast of Cirque du Soleil (or, alternately, his tenure as Iran's current President).

The most amusing bit, however, came from Engadget pal Andy Pargh, who gave a call to the real restaurant featured in tonight's iPhone ad, Pacific Catch. They answered: "Pacific Catch, may I help you?" "Hi, I just wanted to know if you were getting a lot of calls tonight?" The hostess answered, "Yes." "Do you know why?" "Yes." Say, didn't Steve pull this same kind of move in January (on a much smaller scale) when he called the Starbucks next to Macworld and used his iPhone order 4,000 lattes? iPhone: the ultimate device for mobile audio, video, and making prank calls; all this and Andy Rooney tonight on 60 Minutes.

[Thanks, Andy]

Read - 60 Minutes takes on Kevorkian
Read - ... and Redgrave
Read - ... and Ahmadinejad
Read - Oh, and here's the iPhone ad featuring seafood
Read - And to cap it off, Pacific Catch's web site. Must be delicious.

[anon @ Jun 3rd 2007 9:15PM]

cirque du soleil

[Rick @ Jun 3rd 2007 9:22PM]

Wow, way to capitalize on iPhone.

In the great words of Madonna: NOT!

[JTG @ Jun 3rd 2007 9:27PM]

What's interesting is that in the ad when they search for nearby seafood restaurants, that functionality would require GPS. Of course, I can't find any documentation of the iPhone having GPS. Also, of interest, in Jobs interview where he talks about the partnership between Cingular and Apple, he specifically mentions the ability to leverage Cingular's new, high-speed, 3G network. We know from all the documentation we've seen though that the phone only supports Edge. It would sure be nice to have some final detailed specs on this thing.

[Alex @ Jun 3rd 2007 9:32PM]

It doesn't use GPS. The iPhone uses Google Maps, and gets all of that information from Google's database.

[VJH @ Jun 4th 2007 12:30AM]

Isn't a GPS chip pretty standard on almost all US cellphones so the carriers can meet the FCC mandated E911 guidelines? True that most cell phones can't access that information or use it to generate turn-by-turn directions, but it wouldn't be a stretch to think that the iPhone will have a GPS locator chip, and that Google Maps will be able to access it to provide current location information.

[Russell @ Jun 3rd 2007 9:38PM]

Right, but then they don't show you laboriously entering your current address into the thing first.

Also I can type "seafood" way way faster with my i730 and it's real keyboard. This is going to be key, how is it for typing out text messages and emails.

Then again I'm not getting one because no Exchange Wireless ActiveSync / Blackberry Enterprise no care.

[Bart Lee @ Jun 3rd 2007 11:47PM]

Don't know if you've ever used Google Maps before, but you can store your home address.

Guess what guys, if you hate Apple you're a fanboy too. I buy what I perceive to be the best piece of hardware for the task. That's why I have a Macbook Pro, an Xbox 360, and a Tivo. Not liking a cool gadget because of who makes it is hilarious. If Hitler came out with a good cell phone, I'd buy it.

Oh, and the iPhone ads are perfect. The thing is going to sell like hotcakes. I can't wait for the first pencilneck to exclaim, "my TreoBerry 3500 already does that" when I pull mine out.

[gfar @ Jun 3rd 2007 9:38PM]

Go BlackBerry; the better smart phone that capitalizes a letter other than the first.

[Ein @ Jun 3rd 2007 9:39PM]

Well, maybe it's using cell towers to get its current location. Or the user has to input their current location. A GPS built-in would be nice.

[tekdroid @ Jun 3rd 2007 9:46PM]

i've seen the ad, but I still don't know why I'd want one (assuming it even goes on sale internationally).

What does this device do that others in the price range can't? That contract would have to up the price some more too, no doubt...

[Ari @ Jun 3rd 2007 9:48PM]

I just called them,
The friendly lady on the other line told me that they have been receiving a ton of calls tonight from all over the US. I'm from Toronto so this has gone global. She says only her manager knew in advance and told me to come down if I'm in the area. Not getting creeped out by a Mac nerd?!?! I'M THERE.

[Pc_Madness @ Jun 3rd 2007 9:55PM]

Ahh, so they knew? Thats good, otherwise I'd expect Apple to compensate them. :\

[JR @ Jun 3rd 2007 10:08PM]

What a coincidence, before I read this article I called Pacific Catch like Andy Pargh.

Unlike him, I talked to a male host.

"Pacific Catch"

"Hey are you guys busy? With your restaurant being featured on the iPhone commercial and all?"

"Huh? What's that? The restaurants half full. You should come and get some food... it's delicious!"

I responded, in shock that he either didn't understand what I said or actually didn't know what an iPhone was...

"Yeah, well your seafood restaurant is featured in Apple's new iPhone ad. Go check it out online- it's the 'Calamari' one."

"Really? That's weird! I'll check it out. Are you sure you don't want any food? If you're in SF you should stop by! Seriously, the food is delicious!"

"Uh, no, I'm alright. Thanks though. Just thought you should know that your restaurant will start getting pretty busy. Bye"

When I'm a grandpa... I'll have some great stories to go along with my iPhone and iPhone version 78b

[mike @ Jun 3rd 2007 10:33PM]

Oh my god. I just realized you fucks are harassing the ... restaurant on the ad.

*sad

[Dean @ Jun 3rd 2007 10:33PM]

they don't have calimari at that location. not that apple is saying that they do--they just did a search for seafood. but just wanted to point that out.

[angelsvairwaves1 @ Jun 4th 2007 12:09AM]

"Did somebody say... Calamari?"

Hahah thats great...i like how they used the actual screen in the commercials, not a simulated one. It looks like it works really, really smoothly. Very nice.

[Tony Bowman @ Jun 3rd 2007 10:54PM]

they're showing the ads on ESPN now, so i guess maybe CBS has an exclusive on the ads for a couple of hours before they went live in wide release across the networks and cable.

[Mike @ Jun 3rd 2007 10:57PM]

iPHONE AD SPOTTED: Two different versions during 7th inning of Red Sox/Yankees game tonight.

P.S. GO SOX!

[paul34 @ Jun 3rd 2007 10:57PM]

Pfft, this is such a copy of the iPho...

oh, wait.

[Dmitrij @ Jun 3rd 2007 11:03PM]

OMG I am really exited, I felt something is going to happen so I staid up (it's 4 am in UK).

Hmmm, I didn't want to call that restaurant, but I was going through the iPhone archive on engadget and I saw iTunes screenshot from MacWorld stating Steve's iPhone, Telephone number NUMBERS-NUMBERS-NUMBERS I called it and answering machine actually said you have reached Apple and etc =)))))

[Anthony @ Jun 3rd 2007 11:08PM]

I didn't see the add in question, but did get one recorded on my directivo. It was USA (I think) & one of the many iterations of "Law & Order". I was surprised there wasn't more of a spotlight ad. 5.00pm on a Sunday on USA seemed fairly sad to me. It did give the June 29 release.

[Phokey @ Jun 3rd 2007 11:09PM]

Anyone know the song playing in the background of all the ads?

[steve @ Jun 3rd 2007 11:16PM]

yea, so did you guys really watch the add? What caught me was the disclaimer at the end. Ya know, the one that says "Use requires minimum 2 year new activation plan". So, looks like they are ONLY selling this to NEW customers. So, you have a cingular contract allready? No iPhone for you! Way to totally screw your user base.

If this is the case, and I cannot go in with my 600 bucks and buy what I've been looking forward to all year because I'm allready with cingular/AT&T, I've got this to say

"Screw you. I will never buy Apple again."
oh, and fuck at&t by the way
..man, i hope i'm wrong

[Greg @ Jun 3rd 2007 11:30PM]

They'd re-up your contract.

Say you are halfway through your two year contract, instead of getting the phone and still only having a year left, you'd have a new phone and a new two year contract.

[Tony Bowman @ Jun 4th 2007 12:34AM]

cingular requires you to complete 21 of 24 months on a 2 year contract before you're eligible to get a new contract and new phone at the subsidized rate. i'd imagine that they wouldn't let you start a new contract for the iPhone unless you completed the same amount of time on your 2 year agreement to get an iPhone even though the iPhone won't get the subsidized/discounted price.

and if you already have a cingular phone and service but are out of contract, you WILL be able to get an iPhone as well. you just would start a 2-year contract the day you got the phone.

it's not rocket surgery here folks.

[Zzephyr @ Jun 3rd 2007 11:19PM]

And so it begins...

[matthew House @ Jun 3rd 2007 11:37PM]

"Right, but then they don't show you laboriously entering your current address into the thing first."

I'm not sure keying in a zip code qualifies as "laborious" in my book. Which is, of course, all you have to do to find the closest seafood restaurant.

[JR @ Jun 3rd 2007 11:46PM]

After a few busy tones, I called the restaurant again, and spoke to the same guy I had before. (Scroll up to see my first conversation) I started talking to him, and he was very frustrated about the ad.

"So have you guys been busy all day with people calling about the iPhone ad?"

"Yeah, it gets a little irritating when 40% of our business is take out and 80% of the calls today had nothing to do with business!"

He ranted, and ranted, and ranted.

I told him I was sorry on the behalf of the Apple fans, and people calling just to annoy them.

Wanna hear my "insider tip" of the hour? According to an Apple employee- they personally recommended to wait 60-90 days before you get an iPhone. The reason? They had to ramp up production for the launch, so there could be glitches, for example, with battery life. My source said if we don't want to wait, we should definitely get the extended warranty.

(Like you, I don't want to wait. But I don't want to pay top $ for the warranty either)

Let's play this by ear! Any campers?

[o rly @ Jun 4th 2007 1:00AM]

Will you guys stop harassing the restaurant already? You give Apple fanboys an even worse name.


...and lol at "should definitely get the extended warranty," that really instills confidence in a product, especially a $600 phone.

[PSU_Boss @ Jun 4th 2007 12:57AM]

@Bart Lee

You can store your home address, however i pretty much know most of the restaurants around my home. The good thing about finding a restaurant is when you don't know the area, and in that case, you may not know the zip code or address. I use VZNavigator on my LG vx9800 (The V) and i can pick the type of restaurant i want very quickly.

[Jelpy @ Jun 6th 2007 9:16PM]

I wouldn't be surprised if they changed the contract terms.

I.e. if you currently have one year left on your current contract, getting an iPhone would give you 1 (what's left) + 2 years (new contract), so be bound for a total of 3 years.

It would be crazy to do otherwise as most people already have a phone these days, so not allowing it would be shooting in their foot.

[rpgSE.com @ Jun 4th 2007 1:17AM]

http://www.realfek.com/forums/viewtopic.php?p=116960#116960

^^ All 3 ads in one spot (Youtube)

[Doctor Memory @ Jun 4th 2007 2:37AM]

Whoa, weird, Pacific Catch has been one of my favorite restaurants in San Francisco for a while now. I guess someone at Apple or their ad agency also likes them. Well, it's well-deserved.

Please don't harrass them over the phone, but if you're ever in the Marina District of San Francisco I recommend the fish & chips there.

[Kai Cherry @ Jun 4th 2007 3:12AM]

Ryan:

Well done, man...well done. THIS is the kind of writing that had me coming to this site daily back in the day. Pure comedy.

"...hom some of you may know for his stint in the original cast of Cirque du Soleil..."

*wipes tear*

[Peter @ Jun 4th 2007 5:32AM]

Non-technical issue, but Vanessa Redgrave is NOT an "anti-semite". She has made at least one highly sympathetic portrayal of a Jew in a concentration camp, and has been a tireless campaigner AGAINST racism (including anti-semitism) for over 40 years.

Vanessa Redgrave HAS had the temerity to criticise Israel's policies in the West Bank & Gaza. This is behaviour which begets the soubriquet "anti-semite" from the hard-right Zionists, of whom I can only assume your correspondent is one....

[MarkG @ Jun 4th 2007 6:09AM]

"...Marxist anti-semite Vanessa Redgrave..."

Would that be the Vanessa Redgrave who was awarded the Sakharov medal for her efforts to secure freedom for Soviet Jews? Doesn't sound like the actions of an anti-semite to me.

I suggest you get your facts right in future. How would you like to be erroneously labelled as an anti-semite?

Please correct your article.

[Lee @ Jun 4th 2007 6:21AM]

Add me to the list of people who were pretty appalled to see you bandy the term 'anti-semite' around with so little regard. You insult Redgrave, Jewish people & all your readers with such irresponsible language. It's the equivilant of calling someone who opposed the Iraq war anti-american.

I'd be willing to bet Vanessa Redgrave has done far more than you, and I in fact, to eliminate racism, including anti-semitism.

[MarkG @ Jun 4th 2007 9:31AM]

Still waiting for you to change "anti-semite" to "anti-Zionist", Ryan. You don't honestly think they are the same thing, do you? Find some integrity will ya.

[Daniel @ Jun 4th 2007 10:49AM]

And MarkG is not the only one who is waiting...

[G @ Jun 4th 2007 5:20PM]

Vanessa Redgrave is not anti-semitic and to say so is quite defamatory, and in fact has vowed to fight anti-semitism on many occasions (noteably in her acceptance of the academy award, the nomination of which drew condemnation form jewish groups who accused her without basis of being an anti-semite).

She does support the Palestinian cause and is opposed to a Zionist regime.

[JeffA @ Jun 4th 2007 5:25PM]

The restaurant is awesome. My cousin is actually the co-owner and the creative mind behind the entire thing (he's a chef and came up with the concept, menu, etc.)

There is also a much larger version of the restaurant in Corte Madera with the slightly expanded menu (the SF one is better for take-out becuase the seating is fairly limited). I was just at the Corte Madera location for my sister's graduation dinner - the food rocks.

[Jelpy @ Jun 6th 2007 9:20PM]

One year left plus 2 years for a new contract that's 3 years for me.