If in all ideology men and their circumstances appear upside-down as in a camera obscura, this phenomenon arises just as much from their historical life-process as the inversion of objects on the retina does from their physical life-process

(http://www.marxists.org/archive/marx/works/1845/german-ideology/ch01a.htm)

Between the claims that ‘it knows who you are’ and ‘it follows your every move’ there is a shot in the commercial angled toward the sky, as if shot from the ground, with a girl jumping about the camera, and even though the physical relation between man and his creations would seem to follow the traditional hierarchy of anthropocentric mastery – I feel that the sense of disorientation provoked inverts the relation. In the clip the girl jumps around in aimless circles and veils are flying whimsically in the breeze – a jovial scene sure – but now the phone’s point of view and power has moved to the center position. The galaxie’s photographs allow for the camera to to be placed upside down, while man remains a purposeless object to be captured.
Perhaps the actual difference between the inverted images of man in relation to the camera are not actually very large, in form, and moreso, are the necessary result of the dialectic of historical life processes. But I think that something more might be going on with this ad than the traditional ideological method critique would discern, do you?