They've hit upon the fact that most of us live with our mobile phones no more than an arm's length away from us a great deal of the time.
Apart from the slick messages being delivered (and thinking about it from the perspective of theorist Stuart Hall, it might be reasonable to assume audiences will read the media text using its Dominant, or Preferred meaning) there's some interesting truths under-pinning the ads.
Increasingly, we're moving to using smartphones, capable of web browsing, image capture, and document production. Many of them link automatically to social networking services, and so indeed, the phone is becoming the accessory of choice that many of us keep nearby almost constantly.
This raises questions of identity, ownership, media consumption and interaction, and indeed poses the possibility that Western cultures, a little like New York, are becoming the ones that never sleep nor stop.
Either way, the adverts are a great example of style, narrative, audience appeal, and great music (Nina Simone's Sinner Man, remixed by Felix Da Housecat). Enjoy!
P.S. If the song seems familiar from another media source, you might be reminiscing subliminally about the Bourne Identity, which used the original Simone song.
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