AdWeek’s Barbara Lippert has given Apple’s “remarkably simple, fresh and lyrical” iTunes Music Store commercials a great review: “On the surface, these commercials seem so basic, like ‘Switchers’ but without all the angst and the tics… Here, the song is the story, and the spots promote a great new, cheap service (the online music store provides the first digital delivery sanctioned by all the major record labels, allowing users to choose from 200,000 tracks). So this campaign is much more fun. It’s not as simple as it looks, though, and that’s one of the reasons it’s so good. Music is a potent memory jogger — up there with certain Proust-like smells. So just as this campaign sells individual songs for individual tastes, it also effortlessly targets different segments and demos, and moves Apple into a whole new mind space.”