creative


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 →


21
Mar 14

One of Steve Jobs’ greatest talents: caring

Before iPhone, there was another tool Steve Jobs used to great effect.

It’s always fun to read stories about people’s chance encounters with Steve Jobs.

A recent one came from an anonymous person who “had a friend” who had such an encounter.

Okay, it does sound a bit suspicious. We all know there’s a lot of fantasy out there. However, I find this story to be perfectly plausible — mainly because it’s quite consistent with the everyday Steve behavior I witnessed myself.

As this story goes, the “friend” — who worked for a talent agency — hung up on Steve Jobs twice because he thought he was being pranked. But in fact it was Steve, calling to force a change in Justin Long’s schedule so he could shoot some new Mac vs. PC ads.

That simple phone call (or several calls, in this case) illuminates a side of Steve that most people don’t think about. That is: he cared. Continue reading →


3
Feb 14

2014 Ad Bowl: a festival of “meh”

If you were expecting to be disappointed with this year’s crop of Super Bowl ads, well … you weren’t disappointed.

At this point, the excitement of Super Bowl advertising is more memory than reality. Could it be that more advertisers are being safer now that the cost of these ads has skyrocketed to $8 million per minute?

Whatever the reason, this Super Bowl didn’t produce many memorable moments — on or off the field.

The formula ads were more visible than ever. When advertisers play to a massive audience like this, we get an overdose of patriotism, kids, animals and celebrities.

However, one of my biggest Super Bowl disappointments came prior to Super Sunday. In the never-ending quest to create more buzz, many companies are now revealing their ads a whole week before the game. This year, I counted twenty of them.

These advertisers have taken away what used to be one of the most fun things about watching the Super Bowl — finding surprises in every commercial break. It’s like reading spoilers before you see a movie. Continue reading →


27
Jan 14

The Mac birthday video should inspire everyone: including Apple

Apple’s new-product videos have become as famous as its devices. But not necessarily in a good way.

Let’s just say they’re a bit predictable.

You know the routine: Jony Ive and assorted Apple leaders appear on a white background, gushing over the product to someone off-camera, with occasional cutaways to beauty shots and explanatory graphics.

The format has been repeated so often, it’s become the standard for parody videos by pros and amateurs alike. Imitation may be the sincerest form of flattery, but the flattery part ran its course after the first five years.

So it was with great joy that I watched Apple’s latest product video — which is actually an old-product video.

The Mac 30th Birthday piece is all about a computer, but the story isn’t told by Apple people. We hear it from those who have used a Mac to have impact in this world — each speaking from a different perspective.

There isn’t a white background in sight. The speakers appear in their natural habitats, which are colorful and interesting. The music is really good. There’s energy in the edit. It feels honest and authentic. Continue reading →


23
Jan 14

Apple takes the lofty route for iPad

There are a thousand ways Apple could have gone in creating a new iPad campaign.

Humor? Nope. Intelligent wit? Uh-uh. Technology superiority? No thanks. Philosophy? Bingo!

With the 90-second Verses commercial above (now officially a campaign with two new 30-second cut-downs, Light Verse and Sound Verse), Apple is taking the high road. We get the 1989 Robin Williams quoting Walt Whitman from Dead Poets Society.

Though the spot seemed unexpected for many, Apple has been making noises in this direction for some time now. Continue reading →