So Apple is out with a new ad that ostensibly shows off the video capabilities of the iPhone 5s. Watch:
Here's how I imagine the strategy meeting for this ad went.
Marketing executive: "OK, so how are we going to sell the 5s?"
Underling: "How about we take video of some supermodels?"
Marketing executive: "Great! Let's get lunch."
(Update: Seems Air New Zealand is using the same time-proven method to get passengers to pay attention to the in-flight safety video. At least that's somewhat clever.)