Posts Tagged: apple watch ads


12
Oct 15

New Apple Watch ads: a midcourse correction

Ah, much better. Thank you Apple.

At long last, nearly six months after Apple Watch started shipping, Apple has launched a Watch campaign that might turn some heads. Or better yet, open some eyes.

The new ads are actually the polar opposite of the previous ones.

If you’re the kind, forgiving type, you might see the change as TechCrunch does:

These ads signal somewhat of a value shift in Apple’s Watch advertising as the product matures and the company looks to showcase its utility a bit more seriously.

Interesting. Where I come from, the best time to showcase a product’s utility is when it’s launched.

The simple truth is, the first Watch campaign was soft and fuzzy — long on emotion and short on lust. Way too many people reacted to those spots by saying “I still don’t get why I’d want one.”

The new campaign is not only 100x more clear—it actually gives the Watch a personality. Continue reading →


20
Jul 15

Apple Watch ads: beautiful, classy & forgettable

Well, now we know why Apple went silent with the Watch ads after its initial flurry. They’ve been busy beavers over there.

Now we have four new big-budget ads featuring a cast of dozens acting out scenarios shot all over the world.

The only problem — they’re the wrong ads at the wrong time.

At a moment when many seem to be on the fence about the Watch, these spots are just sleepy. They’re lacking in fun and excitement, and not the kind of ad you rave to your friends about.

Even worse, they actually give credibility to the doubters. Among the unusually high number of negative comments on the Apple-centric sites are many along the lines of “They made me realize how little I need an Apple Watch.” Continue reading →