To me, the amazing thing about the iPhone Calamari Ad is the number of taps. From watching the movie to looking up seafood restaurants and dialing them is 13 clicks (Home, maps, searchbar, s e a f o o d, search, select, dial). Compare that to the number of clicks with your current phone if you knew the number, (1 4 1 5 4 4 0 1 9 5 0, talk), that would be 12. That's pretty amazing.
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