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.”
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 →