Apple’s iPhone advertisements have maintained consistent characteristics since launch: let the product speak for itself and build the message around what it can do for users’ lives.

This approach has always resonated with me. I find myself instinctively switching off to advertising which tries to over-stylise or sell a misguided dream. My preference is for the straightforward and upfront, something Apple does well.

This back page in the Financial Times’ Weekend Magazine is a good example, where they have strived for functional benefit derived from the medium itself. Users can simply lay their existing phone on top of the life size iPhone images and judge for themselves if the size is right.

It’s honest, useful and suited to the medium.