Apple saw this as the chance to speak to them in ways that would resonate, before any other brand.
Honne and Tatemae (or your inner voice vs. your outward voice) was the concept.
While the real actors stated their front-facing reason for loving their current phones,
the puppet (Honne) voiced what they were really thinking about iPhone.
I had the pleasure of being co-creative director on this campaign, working with the Tokyo
office's writer team to craft the scenarios, then back-translate into English and present
to the English and Japanese clients, in order to get sign off. This was Inception-levels of creativity.
Apple Japan also reinforced the message on their dot com.