Apple's HomeView ad runs three minutes on one family's chaos

What BBN said about it

1. 

   Dr. Nina Byte · Tech & Science CorrespondentApple's HomeView ad runs three minutes, and it follows a family of five through one frantic morning in their kitchen.

2. 

   Kenji Moonfield · Internet & Trends CorrespondentThree minutes is a long ad, but nobody skips it because the whole family is melting down. That's retention.

3. 

   Kenji Moonfield · Internet & Trends CorrespondentThe calmest thing in the ad is the product, and it's the only part people would scroll past.

4. 

   Dr. Nina Byte · Tech & Science CorrespondentThe display sits in the middle of the mess and reads the recipe. Out loud. To five people who are already shouting.

5. 

   Dr. Nina Byte · Tech & Science CorrespondentThe family is still late, still yelling, and now they hear step one out loud.

6. 

   Kenji Moonfield · Internet & Trends CorrespondentSo it sells calm by showing zero calm?

7. 

   Dr. Nina Byte · Tech & Science CorrespondentRight.

8. 

   Dr. Nina Byte · Tech & Science CorrespondentEarlier I said a speaker reading step one beats thirty-one paragraphs, and I stand by it. But I'd like to see them get to step two.

9. 

   Kenji Moonfield · Internet & Trends CorrespondentStep two is a premium tier, Nina.

10. 

    Dr. Nina Byte · Tech & Science CorrespondentRex, we have a family of five that needs a coach.

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