TIME Apple

Watch Apple’s Emotional New iPad Commercial

Just in time for the holiday season

Apple has a new commercial out for the iPad Air 2 just in time for the holiday season.

Under the tagline “Change is in the Air,” the 60-second commercial shows Apple’s newest tablet used in a variety of settings, with a heavy emphasis on scrappy, artisanal startups. The scenes show creative types using their iPads to design a tattoo, manage a flock of sheep or snap a blueprint for a 3-D printer — anything other than plain old web surfing.

MORE: The Top 10 Most Powerful Ads of 2014

“From the studio to the classroom, the field to the garage, it’s helping people discover new and better ways to do the things they love,” Apple wrote.

TIME Opinion

IKEA Made A Talking Mirror That Basically Just Tells You You’re Pretty All Day

Stick to the Swedish meatballs?

Meet IKEA’s “Motivational Mirror” — a wall accessory whose only job is to deliver effusive, 100% genuine compliments like “Magnificent beard!” and “Your eyes are mesmerizing!” and “Darling, your dress looks amazing!” (Even though it kind of looks like a shirt… but it’s the thought that counts.)

IKEA

The Swedish furniture retailer put the promotional mirror in a British store last week, “bestowing personalised compliments to provide the nation with a much needed morale boost,” according to a statement.

IKEA-commissioned research found 44% of people in the UK are critical of their appearance and 26% say they feel uncomfortable looking in a mirror. BUT 26% also said that “a kind word” makes them like themselves more. And thus, a Dove-esque empowerment stunt was born.

Except, instead of having consumers come to the conclusion that they are really more beautiful than they think they are on their own, IKEA has a far more reliable source — a mirror programmed with audio — do it for them.

This is actually a familiar trope. Adweek notes, “the inspirational talking mirror idea has been done before—most notably by the all-female Austin band The Mrs., but also by other marketers.

Sure, compliments can be nice, but it is a tad on the creepy side — particularly when a man in a blue button down, showing just enough chest hair, is stopped by the mirror … whistling at him.

IKEA

(Yes, that is an animation of a cat calling wolf).

It’s an odd choice to make unsolicited whistling — street harassment is a very real issue women face on a daily basis— look cutesy, but at least the customer doesn’t seem to mind.

“It was great for me because I never get compliments,” the man recalls, wistfully. “I could have stood there all day, to be honest.”

Still, maybe IKEA should stick to its specialty: flat-pack furniture, ball pits and Swedish meatballs.

TIME Opinion

Subway Wants Women to Stay Skinny So They Can Wear Sexy Halloween Costumes

This new ad reminds you that it's never time to stop dieting

You thought it was over. You thought it was finally safe to sit down at lunch and eat one, just one, burger. Subway wants you to know that YOU THOUGHT WRONG.

Thank your lucky thigh gap the sandwich chain, which recent research asserts is just as unhealthy as McDonald’s, is here to remind you that it’s your moral obligation to stay skinny. Because “bikini season may be over” — that’s an actual quote from the company’s YouTube page — “but there’s more reasons right around the corner to stay fit.”

Namely: To wear skimpy Halloween costumes. Cue a video montage set to the tune of waiting room music where an excessively perky woman models an array of sexy costumes.

Except, Subway clearly isn’t allowed to say sexy. Rather, it’s a “hot devil” (too literal), “sassy teacher” (literally smacking a ruler against her hand), “foxy fullback” (please, let’s get into how women feel about the NFL right now), and our personal favorite, “attractive nurse.”

Luckily for Subway, there’s an emerging sexy (albeit bizarre) Christmas costume market, so that they can keep their “it’s never ok to break a diet” campaign going.

Your skinny coworker lunch buddy will be watching you!

TIME World Cup

World Cup Whimsy Captured in New McDonalds Ad

Adorable kids, a woman in stiletto heels, and an elderly man in a motorized all can’t help but catch the futbol fever sweeping the world right now, showcasing some spectacular stunts (seriously, how many takes did it take to land that shot in the back of a moving truck?) in a quirky FIFA-themed ad from the marketers under the Golden Arches. The ad serves as a promotion for their site gol.mcd.com.

Talk about a Happy Meal.

TIME Italy

In Country’s First Gay-Friendly Ad, Son Comes Out Over Pasta in Italy

This is believed to be the first gay friendly campaign in a country that is often entrenched in homophobia

Coming out over pasta might be fairly common in Italian homes, but for what is believed to be the first time, an ad will be portraying the family event across Italian televisions.

Findus, a frozen food company, produced what is believed to be the first gay-friendly ad in the European country.

In the commercial — in which no faces are shown — a man named Luca and his mother bond over microwaved pasta cooked by Luca’s boyfriend.

“Mom, there is another small surprise,” says Luca in the ad. Is it the risotto cooked in the microwave, wonders the mother. “Gianni isn’t just my roommate, he’s my boyfriend!” quips the son.

The ad comes nine months after the chairman of Italian pasta maker Barilla came under fire for saying that he would never use a gay family in his ads. The company eventually announced a “more inclusive” initiative to “establish a more active, global leadership on diversity,” including hiring a “chief diversity officer.”

Gay activists in Europe praised the video for showcasing the simplicity and the daily life of a gay couple. “It’s a positive step forward when different types of families are portrayed in ads, as they resonate with parts of society that are usually marginalized,” said Juris Lavrikovs, the communications manager of ILGA, Europe’s International Lesbian, Gay, Bisexual, Trans & Intersex Association.

 

TIME Advertisement

Gisele Bündchen To Be Face Of Chanel No. 5

The Brazilian model follows in the footsteps of Nicole Kidman, Brad Pitt, and Marilyn Monroe

Supermodel Gisele Bündchen is the new face of the legendary Chanel No.5 perfume, following in the footsteps of actress Nicole Kidman and model Kate Moss.

A new ad campaign featuring Bündchen will be directed by Moulin Rouge‘s Baz Luhrmann, who also did Nicole Kidman’s ad for Chanel No. 5 back in 2004. Bündchen is taking over Brad Pitt, whose short (and mostly awkward) stint as the fragrance’s first male face in 2012 drew some criticism.

Chanel No. 5 was the first perfume launched by French designer Coco Chanel, and it is considered one of the most iconic and seductive fragrances of all time. In the 1950s, the scent became synonymous with glamour when the movie star Marilyn Monroe, asked in a 1954 interview what she wore to bed, provocatively responded: “five drops of Chanel No. 5.”

 

 

TIME

Fake Ad Brutally Rips GM Banned Words Memo

This week’s Last Week Tonight with John Oliver took up the list of banned words General Motors sent to its employees. The show’s parody ad makes fun of the long list of defects in the auto giant’s cars over the past decade. Banned phrases include “deathtrap,” “defective,” “catastrophically flawed,” and only gets worse from there.

TIME Advertising

2Pac, Elvis, Marilyn and Kurt Cobain Are Alive (In A Dutch Beer Ad)

Both the ad and fruit-flavored beer are of questionable taste

What do Tupac Shakur, Marilyn Monroe, Bruce Lee, Kurt Cobain, John Lennon and Elvis Presley have in common? They all love fruit-flavored beer, apparently.

A new advertisement from Dutch brewer Bavaria Radler tells the tall tale that everyone’s favorite pop culture figures aren’t dead at all, but have instead absconded to a desert island where they can sit in the sun and drink fruit-flavored beer all day and rub sunblock on each other and hide away from civilization.

On YouTube, Bavaria said: “We all know the stories and theories surrounding the death of certain stars. But what’s the real story? This Bavaria Radler commercial makes it clear once and for all.”

While some may question the taste level of having the doppelgangers of deceased celebrities shilling alcohol, what did you expect from a company selling fruit-flavored beer?

[Via Hypervocal]

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