Dive Summary:

• AllThingsD takes a look at Apple's new ads for the iPhone 5 and gives them high marks compared to much-criticized "Genius" campaign that was eventually rolled back.
• The iPhone 5 ads use 30-second clips to showcase product features, picking out improvements that have been made since the introduction of the iPhone 4S.
• The ads are viewable at Apple's YouTube account and come simply named "Thumb," "Cheese," "Physics" and "Ears."

From the article:

"... This time around, Apple’s advertising firm has done well. The 30-second shorts focus on specific aspects of why the new device — which doesn’t look terribly different from the two generations of iPhone before it — is indeed better than what you’ve seen come out of Apple before.

'Physics' is a play on the new construction of the iPhone 5, highlighting the reduction in weight and thickness from its predecessors. Those attributes are practically at the top of every reviewer’s list of noteworthy new features, and the ad cleverly conveys as much. ..."