Apple’s new ad unit promoting awareness of its FaceTime feature of iPhone 4 is remarkable in many ways. First, there’s the striking simplicity of the presentation of complex emotions. There’s also the lack of the iPhone being mentioned by name in the ad, but instead used as a utility or appliance (in this case with a “revolutionary” feature).

Of course, video conferencing is nothing new (Skype, Nokia and Google Chat have all made use of the paradigm for the last few years) and I’ve spent my time video chatting with my daughter over the past year while teaching an hour and a half away from my home.

As a result, perhaps what is most striking is the music choice behind the ad… Armstrong’s “When You’re Smiling.” The song has enough cultural reference (even global culture as we’ll see in a second) to elicit an emotional response and a feeling of connection or familiarity with a new device.

The song itself makes use of familiar devices (such as chord progression and bridges) that were well established jazz fundamentals.

However, I was most curious as to how the song has been used in advertising spots before Apple. What fascinated me the most were the range of intended emotions in the various ad spots. Apple’s Facetime ad differs dramatically from some of these prior uses:

First, Lebanon’s MEA:

Comfort? Security? Smile more at airports?

Next, Coca Cola used the song in a 1999 Mexican ad spot to present a campaign to “Drink the Good Thing” (high fructose corn syrup FTW!):

Coke will make you happy and all of your problems will go away (but watch out for the braces)!

Of course the song has also been used for humor (as in Seinfeld).

I’m constantly amazed at the depth and complexity of what seems to be a very simple concept (a song in an ad). However, as Apple (Steve Jobs) seems to be well aware, it’s that complexity of emotions that can turn a device into a must have gadget.