Apple began what figures to be a heavy advertising blitz for its iPhone Sunday night, with a 30-second spot that aired during ABC's telecast of the Academy Awards.
The ad began with a ringing rotary telephone and featured clips of assorted movie and television show characters answering the phone. In all clips from 31 different movies and TV shows were featured, with appearances by characters played Lucille Ball, Dustin Hoffman, Will Ferrell, and the animated Mr. Incredible from Pixar's The Incredibles.
A spinning iPhone follows the clips of characters answering the phone. "Hello," a full-screen caption reads. "Coming in June." At no point in the ad does Apple mention the iPhone by name.
The iPhone ad aired during the Oscar ceremony's first commercial break after the awards for art direction and scientific and technical achievements were presented.