I’ve always said Bud’s silent treatment can be worse than his vocal protests when it comes to gauging the intensity of his disapproval.
Howling at me to fetch him a snack? That’s normal. Sitting down two feet away and fixing me with his wide-eyed, accusatory stare as I eat a snack without getting one for him? Now that’s serious.
Andreas Nilsson, the director of a new ad highlighting a recently-introduced Apple feature, clearly understands the hierarchy of feline displeasure:
In the spot, a man uses Apple Intelligence to remove his cat, Garrett, from a photo he just snapped of his wife relaxing and reading a book.
“Look, I deleted Garrett,” he says, holding up the photo and clearly expecting something along the lines of “Wow, that’s a pretty cool feature!”
Instead, she gives him a dry “I always knew you hated Garrett” and goes back to her book.
But Garrett himself doesn’t have to utter a single meow. His reproachful gaze is all the prompting the man needs to undo his mistake with the tap of his screen.
The commercial ends with a slow close-in on Garrett’s face, which has “You’re on thin ice, human!” written all over it.
I like this spot. The creative team took a risk in showing off a new feature in a way that made the characters react negatively, but cat people will love it, and viewers aren’t likely to forget what they saw.
Android users have had something very much like it for quite a while now. Sometimes it really does work the way it does in the commercials, with seamless results, but other images are a bit more difficult to clean up and require some manual tinkering. If Apple’s figured out a way to measurably improve this sort of thing, that’s a pretty big positive for the future of smartphone photography and editing.
In any case, cheers to Nilsson for knowing who holds real power in human-feline households. Now if you’ll excuse me, the king is demanding my attention, no doubt to have me scratch his chin, open a door for him, or serve him second breakfast…
Pain In The Bud 