The queue at Colette
Photograph by Stephane de Sakutin — AFP/Getty Images
By Philip Elmer-DeWitt
April 24, 2015

Apple product launches have been known to go wrong. Servers have crashed (iPhone 3G). Mobs have thrown eggs (iPhone 4S). Line squatters have spoiled the optics (iPhone 6/6+).

There was nothing wrong with the optics Friday. Whatever is happening in the space where demand overwhelms supply is happening behind factory and firewalls, well out of sight.

What we’re seeing instead are three perfectly pitched TV ads and a queue of Parisians outside Colette on a sunny April day in Paris.You can read Daniel Eran Dilger account in AppleInsider.

“Angela Ahrendts knows how to create retail theaters,” says brand management expert Erich Joachimsthaler, CEO of Vivaldi Partners Group. “She did the same at Burberry.”

Hats off to Ahrendts, her team at Apple Retail and whoever else had a hand.

The new ads:

[youtube=http://www.youtube.com/watch?v=x4TbOiaEHpM&w=640&h=390]

[youtube=http://www.youtube.com/watch?v=a8GtyB3cees&w=640&h=390]

[youtube=http://www.youtube.com/watch?v=qQcFvamzdno&w=640&h=390]

.

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple (AAPL) coverage at fortune.com/ped or subscribe via his RSS feed.

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