Our goal was to encourage New Yorkers to donate to City Harvest, a non-profit organization that rescues food for the hungry. Direct response donations increased by $600,000 over the previous year, online donations by 20% and cityharvest.com saw a 25% jump in visitors from prior years.
As far as we know this was the first broadcast TV commercial shot entirely on an iPhone (starring a pre "Masters of Sex" Caitlyn Fitzgerald) - even before Apple did it themselves.