A wise man in advertising once said that 90% of the world’s ads failed before the creative team even got the assignment. Not enough time was spent first honing the strategy.
However, one can’t diminish the importance of the creative execution. Because there are a hundred ways to bring a strategy to life, and it takes talent and smarts to do this well.
With its newest commercial for iPhone, Apple (or, I should say, agency TBWA\Chiat\Day) provides a wonderful demonstration of the power of creativity — the ability to take a simple idea and turn it into a stunner.
Some say this might be the best iPhone ad ever made.
What this commercial does so well is capture the human side of technology. It’s a reflection of daily life, and it’s easy to see ourselves in it. The ad shows us how essential our phones have become, enabling us to capture the people, places and images we don’t want to forget.
I say this is a great example of the power of creativity because … Continue reading →