advertising


19
Dec 14

Apple holiday ad 2014: two ways to see it

Another year, another Apple holiday commercial. So, what do we think?

Nosing around the internet (and pestering friends and associates), my non-scientific small-sample analysis of The Song yields these results:

• Most people like it.
• Some people love it.
• Some people think it goes over the top into Hallmark territory.

And then the dose of reality — even among the people who like this ad the most, quite a few qualify their answer by saying “but it’s not as good as last year’s spot.”

Killjoys!

Well, the truth is, when its ads are critiqued, Apple has it rougher than other companies. It is not only graded vs. its competitors — it’s graded vs. its own past. That’s what you get when your advertising is as legendary as your products.

And so, if we are to review this ad, it’s only fitting that we review it two different ways. Continue reading →


1
Dec 14

iPhone 6 ads: resoundingly “okay”

When Tim Cook introduced the new iPhones on September 19th, he also introduced a couple of Fallon/Timberlake iPhone commercials.

At the time, I was on the fence about them. Didn’t love ‘em, didn’t hate ‘em.

There have been some new ones since, including two just released. (One is above, the other is here.)

Even after watching the whole bunch over and over, I still find myself on the fence. And I think I know why.

This whole campaign is on the fence. It teeters on the edge between the good and the bad.

• It doesn’t plumb the depths like the Apple Genius campaign, but it’s a far cry from the glory of Mac vs. PC campaign.

• Certain bits are funny. Some parts make you wince.

• You have a favorite spot or two, but conveniently forget about the others.

• You say it’s good, but your inner critic says “I wish it were better.”

All things considered — talent, scripts, concept, production values — it’s a campaign that’s absolutely, perfectly … okay. Which, given Apple’s illustrious history of advertising, isn’t okay at all. Continue reading →


15
Sep 14

Samsung having iPhone 6 anxiety issues

Samsung, you rascal.

I thought you’d unloaded all your anti-iPhone 6 ammunition with that spate of bad ads a few days ago.

Yet here you are, trying another tack.

This time, rather than going with the unfunny comedy approach, you’re basically presenting your case to the jury. You had the big screen first and you can prove it.

Okay.

Unfortunately, you’re overlooking one little detail: nobody gives a hoot.

Most people care about the choices right in front of them. Today. They look at price, quality, design and reliability. Who came first isn’t exactly #1 on their priority list.

Of this you should be thankful.

Otherwise, iPhones would own 100% of the smartphone market. You’d also have some explaining to do about that nifty little fingerprint reader you recently added. Continue reading →


12
Sep 14

Samsung innovation: funny ads without humor

I take some heat for sometimes saying nice things about Samsung advertising.

When I do that, it’s strictly as an observer of marketing — certainly not as a fan of the company. The fact is, Samsung has scored points by making fun of the Apple culture, just as Apple did by poking fun at PCs in the famous Mac vs. PC campaign.

However, Samsung’s marketing efforts have been spotty at best. As much as it has benefited from good ads, it has soiled its own nest with ads that are embarrassingly amateurish.

Historically, the gap between Samsung’s advertising peaks and valleys has been so extreme, I have to believe the ads are either created by different teams in different countries, or by one team with multiple-personality issues.

Now we have a whole new batch of Samsung ads that poke fun at Apple. Or, I should say, attempt to poke fun at Apple. There is a serious shortage of fun in these spots, and they are unlikely to gain favor even amongst Samsung believers. Continue reading →


15
Aug 14

Microsoft’s new ads: beating a dead horse

Hail Microsoft, the King of PCs.

It’s easy to understand why the company clings to its “PCs forever” strategy, even after every major Windows PC maker has suffered slumping sales due to the tablet revolution.

It’s actually a form of corporate addiction. When you’ve built a huge global powerhouse based on one strategy, it’s hard to stop.

When trouble brews, the reaction can be reflexive: “let’s go with our strength.”

So now, in its three new ads for the Surface tablet, Microsoft once again goes with its “strength.”

While it previously fell short by comparing Surface to the iPad, it tries again by comparing Surface to the MacBook Air.

Because, as we all know, what the world really wants is a tablet that feels like a PC. Complete with keyboard and Office software. Continue reading →


8
Aug 14

The Apple rainbow logo rides again

In case you missed it — a frame from the end of the “Stickers” ad

 

I have to say, I’m a bit surprised.

Given all the sites that regularly dissect Apple’s every move — major, minor, real or imagined — an earthquake in the Apple world has gone virtually unnoticed.

That ancient rainbow logo, last seen in mainstream advertising at least 13 years ago, has magically reappeared for yet another moment in the sun.

Well, maybe it’s more of a moment in the shade, as it does go by rather quickly. In fact, my informal unscientific poll shows that most ordinary viewers didn’t even notice it.

It comes at the end of the Stickers commercial, when the sign-off logo flickers between the contemporary black logo and the old rainbow logo.

Of course I am greatly exaggerating the importance of this unexpected-but-sweet little touch. But if you’re a student of Apple advertising, or just a casual fan, it’s a cool thing to note.

Continue reading →


24
Jul 14

Apple & Samsung: different takes on interim ads

In the last week, we’ve seen new commercials from both Apple and Samsung.

They’re for different product categories — laptop and phone — but they do have something in common. Both promote products that have been out for some time and have no new features to boast.

With MacBook Air, Apple is in a pretty comfortable place. The ultra-light notebook category isn’t nearly as combustible as the phone category, and MacBook Air isn’t particularly threatened. Sales are better than ever.

With the Galaxy S5, Samsung finds itself in a tougher spot. Decreasing sales have already let some air out of the Samsung balloon. Apple is on the rise again, and 95% of the buzz these days is about the looming iPhone 6.

With all that in mind, let’s look at how Apple and Samsung are stating their cases.

Stickers is a great example of a well-crafted, lovable ad that scores points despite a lack of any real news. Continue reading →


3
Jul 14

Analyzing Apple ads to death

Who’s the villain? Apple, its agency … or the company that’s scoring them?

 

Oh look. The latest ads from Apple — the ones created by Apple itself — haven’t scored as well as those created previously by its longtime agency.

I know it’s true, because I read it on the Internet.

These news stories are all based on a single report from Ace Metrix, which bills itself as “the new standard in television and video analytics.”

Please, say it ain’t so.

First, be aware that what appears to be a news story is actually a marketing pitch. It’s the same technique used by assorted computer security companies to drum up new business, which we’ve seen many times before.

They release a report with a sensational headline (New Virus Blows Up Mac Security Myth!), watch the news organizations eat it up, then happily field inquiries from clients impressed with their skills.

Ace Metrix sells marketing analytics software and competitive comparisons. Their findings generate stories, which at the same time generate PR for Ace. An excellent way to build “the new standard” in analytics.

But what exactly is the “Ace Score” of which they speak? If you have the stomach, read on. Continue reading →


18
Jun 14

Apple’s marketing rethink: not exactly a surprise

We all know that things are different in the post-Steve Apple.

However, there’s something about the current move to build an in-house marketing agency that’s really, really different.

Unlike previous changes, this one isn’t driven by Tim Cook.

It comes from a new place, deeper inside the company — from those who long played a part in Steve Jobs’ marketing machine.

The industry and the press seem to be surprised by this development. To many others, it’s a wonder it didn’t happen sooner.

A little background to start with…

THE BENEVOLENT DICTATOR

Though Steve encouraged debate, his dictator side made it clear that some things were not debatable. One of those things was the way Apple handled its marketing.

He set up two distinct areas of responsibility. Continue reading →


8
Apr 14

Apple’s little advertising crisis

Phil – and his email – get their day in court

Corporate legal dramas often serve as a reminder to one of the new cardinal rules of business:

Watch what you say in email.

I suspect there are a few people at Apple and its ad agency TBWA\Chiat\Day who wish they could take their messages back, now that Samsung’s lawyers have introduced them as evidence.

One email from Phil Schiller to Tim Cook says that Apple “may need to start a search for a new agency … we are not getting what we need from [Chiat] and haven’t been for a while.”

Tim’s reply: “If we need to do this, we should get going.”

Yikes.

This all happened in 2013, so who knows if it’s blown over by now. But given Steve Jobs’ long-running relationship with Chiat, this potentially represents a huge break from the past.

A little perspective is in order. Continue reading →