{"id":3342,"date":"2012-08-10T09:00:44","date_gmt":"2012-08-10T16:00:44","guid":{"rendered":"http:\/\/fwdlabs.com\/blog\/?p=3342"},"modified":"2016-05-16T19:02:15","modified_gmt":"2016-05-17T02:02:15","slug":"how-the-new-yorker-promotes-their-iphone-ipad-apps","status":"publish","type":"post","link":"https:\/\/fwdlabs.com\/blog\/how-the-new-yorker-promotes-their-iphone-ipad-apps\/","title":{"rendered":"How The New Yorker Promotes Their iPhone, iPad Apps"},"content":{"rendered":"

\"\"<\/p>\n

In the world of direct-to-web “explainer” videos, where frequently mobile apps and digital properties are summed up in a minute or two, leave it to The New Yorker<\/em> to go out in the deep end with creative — and bizarre — promotions.<\/p>\n

The reportage and commentary magazine, which started in 1925 and is known for its one-panel cartoons, commissioned Lena Dunham to write and direct the iPhone promo,<\/a> reports AllThingsD.<\/a> She also co-stars with Jon Hamm and Alex Karpovsky. Dunham is up for three Emmys this year in acting, directing and writing for “Girls,” now beginning production of season two on HBO.<\/p>\n

[UPDATE: Video at https:\/\/www.youtube.com\/watch?v=KTiCulvL-lA no longer available.]<\/p>\n

\"\"<\/p>\n

“We SO get it! (We don’t get it.),” tweets New York Magazine.<\/a> “[I]n terms of execution, tone and technique, I don’t know what the hell to make of this video,” proclaims MediaPost.<\/a> “There’s a joke here somewhere, and it either whooshed over my head Lockheed-spy-plane style or pulled an end run on me while I was enjoying YouTube clips of Van Halen and people falling down.” And ADWEEK<\/a> digs into the meta, “She makes the quote-marks gesture with her fingers, a move so ironically unhip-hip, it makes me want to relocate to Park Slope and stop shaving.” The Los Angeles Times<\/a> notes how Durham, a New Yorker, recently had an essay<\/a> published about her college boyfriend.<\/p>\n

And, in case you missed it, this wasn’t the rag’s first take on abstract promotions.<\/p>\n

[UPDATE: Video at https:\/\/www.youtube.com\/watch?v=rKr-E7J-6pQ no longer available.]<\/p>\n

\"\"<\/p>\n

In 2010, Jason Schwartzman demonstrated their iPad app,<\/a> which Roman Coppola directed.<\/p>\n

In a world of quirky creativity with this stuff, which one do you prefer?<\/p>\n","protected":false},"excerpt":{"rendered":"

In the world of direct-to-web “explainer” videos, where frequently mobile apps and digital properties are summed up in a minute or two, leave it to The New Yorker to go out in the deep end with creative — and bizarre — promotions. The reportage and commentary magazine, which started in 1925 and is known for […]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,7],"tags":[],"class_list":["post-3342","post","type-post","status-publish","format-standard","hentry","category-film","category-web"],"_links":{"self":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/3342","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/comments?post=3342"}],"version-history":[{"count":1,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/3342\/revisions"}],"predecessor-version":[{"id":6123,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/3342\/revisions\/6123"}],"wp:attachment":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/media?parent=3342"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/categories?post=3342"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/tags?post=3342"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}