Apple: Custom Memory Movies iPhone 16 Pro by TBWA\Media Arts Lab
Overall Score
51.94/100
Highest Focus
A score of 93.64 occurred at 45 seconds when the Apple logo was displayed at the end of the video.
Lowest Focus
A score of 43.76 occurred at 18 seconds where the shot is shifted quickly between characters uttering the name Swimmy. The sudden change in the visuals could have been the reason for the loss of focus.
Highest Clarity
A score of 98.89 was achieved at the 45th second of the ad when the Apple logo was displayed on a plain black background. This added to a defined set of objects on the screen thus improving the clarity score.
Lowest Clarity
A score of 54.11 was captured at 33 seconds involving too many characters shown on camera leading to a loss of clarity on the visuals.
Highest Attention
The ad successfully captured viewer attention at 18 seconds with a scene featuring a variety of elements and dynamic camera shots, earning a score of 63.01.
Lowest Attention
A score of 11.61 was recorded at 45 seconds when only the Apple logo was displayed on the screen.
Summary
The iPhone 16 Pro ad scores high in Focus (93.64) and Clarity (98.89), showcasing the device’s Custom Memory Movies feature with clear and focused communication. Despite these strengths, the ad struggles with low Attention (11.61) and Percentage seen (12.15), suggesting viewers may lose interest early. To improve engagement, the ad could benefit from dynamic visuals or a more compelling hook earlier in the video. Overall, while the message is well-delivered, boosting attention could enhance viewer retention and impact.
The Commercial
Heatmap Video
Fogmap Video
Suggestion for Improvement
Simplify Messaging: Streamline the visual and auditory elements to reduce potential distractions, keeping the focus on the product’s core benefits.
