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Text Commentary

Apple iPhone Hello ad
by Critical Commons Manager `

Created by advertising agency TBWA to air during the 2007 Oscars, this ad for the Apple iPhone features a montage of clips from more than 30 Hollywood movies in which actors answer telephones. The ad may be regarded as an example of a "supercut" or algorithmic remix in which a single editorial principle is repeated numerous times. Although the clips used in this ad were laboriously selected by hand, the format suggests the power of processing very large databases of movie imagery computationally, in effect automating the process of extracting "every instance" of a particular word, image or formal property from the history of Hollywood.

This Commentary is related to the following Clips:
Apple iPhone Hello ad by TBWA (2007) An ad for the Apple iPhone composed of clips from Hollywood films with actors answering telephones