By now, you may have noticed a pattern in Apple’s iPhone advertising.
When the new models launch, the ads blast out what’s new. (Like last fall’s ads for the bigger screens.) But by the time summer rolls around, the big news isn’t so big anymore.
That’s when we get the “filler” ads, which take us to the launch of new models in the fall.
Ad people have wrestled with this issue for eons. Creating launch ads is fun and exciting, while creating the ongoing ads is more of a challenge. It’s hard to be magical when the magic has faded.
Now we have a new campaign to fill the space between summer and fall.
This year’s motif is logic. Apple has presented three ads that explain why iPhones are superior, all culminating in the line “If it isn’t an iPhone, it isn’t an iPhone.”
The problem is, a spot that’s high in logic is typically low in magic. Thus, the lukewarm response we’ve seen to the newest campaign. Continue reading →