The Pitch Apple does a 180 from its usual DayGlo approach and mounts a man-on-the-street campaign, all in the name of that milestone gadget you either love to love, or love to hate. First up is recent iPhone convert Doug, who ungrammatically hails his non-bricked gizmo as "one of the greatest advancements in the history of mankind." His primary evidence? The fact you can scroll past voicemails that have obviously been left by mendacious deadbeats. And that's it—the spot closes with a staged-looking outtake of Doug leaving the scene, a shot meant to stress the fact that everything you just saw was completely unscripted. Okay, so this very column recently quipped that Apple might want to consider changing up is ad approach, if for no other reason than to keep the masses guessing. But is Doug the answer?
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