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The Image Is Familiar; the Pitch Isn’t
Fiuente: Art & Advertising - New York Times
In February 2007 the Swiss-American artist Christian Marclay was installing a solo exhibition of his work in Paris when he received an e-mail message from a friend about a commercial for the Apple iPhone that had been broadcast during the Academy Awards show.
The 30-second spot featured a rapid-fire montage of clips from television shows and Hollywood films of actors and cartoon characters — including Lucille Ball, Humphrey Bogart, Dustin Hoffman and Betty Rubble — picking up the telephone and saying “Hello.” It ended with a shot of the soon-to-be-released iPhone.
Mr. Marclay tracked down the ad on YouTube and watched it.
“I was very surprised,” he said recently by phone from London. Like many in the art world he saw an uncanny resemblance between the iPhone commercial and his own 1995 video “Telephones,” which opens with a similar montage of film clips showing actors answering the phone. That seven-and-a-half-minute video, one of Mr. Marclay’s signature works, has been exhibited widely throughout Europe and the United States.
About a year before, Mr. Marclay said, Apple had approached the Paula Cooper Gallery, which represents his work in New York, about using “Telephones” in an advertisement.
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