​Apple’s new ad cinematically captures the pressure of remembering yet another password and transforms our shared frustration into a high-stakes quiz show

Remembering a new password, even one you just created this morning, can stump you in any situation. Sometimes it can even feel like you’re in the spotlight, sweating in  front of a gleefully tense and elegantly dressed audience of hundreds—or at least, that’s the metaphor Apple is going with in its new spot for the iPhone X.

In the ad, we see a golden-age quiz show contestant doing the mental gymnastics of remembering his newest password, as the crowd becomes increasingly worked up and borderline hostile.1:3

With the payoff being that the iPhone X makes password management simple by using your face as a universal login, the spot is rich in costume and set design, among other fun details. In a few fleeting ...

In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones. 
How consumers experience marketing communications has evolved in profound ways over the past decade. Interestingly the insights revealed in this 2003 Ted Conference have proven to be a tremendous help in shifting mind-sets to embrace brand-building strategies so that we can help clients succeed in our brace new world.

This talk was presented at an official 2003 TED conference.

Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. Check out this 2009 talk The Tribes We Lead.