The idea of these ads is clever, but I don’t think they have been executed very well. Camera is decent, but Huge is cringe-worthy. Timberlake’s repetition of “It’s huge!” comes across as an insult. On top of that, these ads don’t scale well geographically. The ad requires you to recognise who is speaking and it is not obvious enough. At the iPhone event, Cook asked ‘Do you know who they are?’ to the crowd. It was followed by an awkward prolonged silence.