Apple commercial similarities

In 2006, the duo courted further publicity when they shared their discomfort with an Apple commercial, advertising a partnership with Intel , that shared similarities with the “Such Great Heights” music video. The two both share imagery of ” space-suited scientists working in a sterile, futuristic laboratory.” Both the TV spot and music video were helmed by the directorial team of Josh Melnick and Xander Charity, who were approached by Apple to re-create the video. All parties failed to inform Gibbard, Tamborello, or Sub Pop, until one day before it began airing. Gibbard shared a statement on the duo’s official site, calling it a “shot-for-shot re-creation” and claiming disappointment that it “was executed without our consultation or consent.” Apple later promoted the “Such Great Heights” clip on the main page of the iTunes Music Store, prompting it to become the most-downloaded video on the site for a time, ahead of videos by Eminem , Jessica Simpson and The Black Eyed Peas .