Posts Tagged: iphone ad

Sep 15

Addendum to the iPhone “S” argument

dice-6Earlier this week, I expressed a distinct lack of love for the S-naming that Apple has applied to iPhone every other year.

My point was that by choosing this path, Apple has actually trained the world to believe S years are “off-years” that feature only minor innovations. This, when some of iPhone’s biggest advances have actually arrived in the S models.

As Exhibit A in my argument, I now submit yesterday’s BuzzFeed article entitled 20 Minutes With Tim Cook. More accurately, I submit a single paragraph neatly tucked mid-article. Here, John Paczkowski illustrates two reasons why Apple’s S naming is a bad idea (though he did so unintentionally): Continue reading →

May 13

Apple demos the power of creativity

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.

Fair enough.

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 →

Mar 10

Playing it safe with iPhone

I like my Apple to be brash. Unafraid. Gleefully killing products in their prime. Taking risks in unproven markets. Making other companies look cowardly. What I love about Apple is that they never play it safe.

Well, almost never.

I’m honestly puzzled why, after three years, the newest iPhone ad looks pretty much like the first iPhone ad. If you weren’t paying close attention to this newest spot, you might well think you’d seen it before.

It’s about Apps, of course — and I’m 100% in favor of that. Apps have changed the world, and Apps have become iPhone’s crushing advantage. It’s just that there are a thousand creative ways to talk about Apps. And it’s very un-Apple to do the same thing over and over and over.

But wait, you say. The Mac vs. PC campaign has been running even longer. It sure has. And the beauty of it is, every spot tells a fresh story. The characters change appearance, they talk about different things, they use props, guest characters appear — in other words, it’s a real campaign. People actually talk about it. When was the last time you heard someone raving about “that new iPhone commercial”?

The production technique is stale (still photo of iPhone in hand with a finger moving over it) and even the words are becoming suspect. I was pretty shocked to hear the Exedrin-quality last line, “That’s why I don’t go anywhere without my iPhone.”

Maybe I’m not the target with these ads, but I should be. In a marketplace where word of mouth is everything, you want to keep giving your owners the ammunition to enthusiastically recruit friends and family.

Apple has always taken bold leaps because it’s in their nature to do so. In the case of iPhone, they have gale force winds at their backs, so stretching creatively is literally a no-risk situation. A little fire can only help. Between Apple and Chiat, there isn’t the remotest chance of creating ads that will bring the empire down. It’s only advertising. It’s there to get people excited.

As far as I can tell, there’s only one reason on earth why Apple keeps running these ads: they work. And make no mistake, it is terrifically hard to knock success. However, this is the “don’t rock the boat” school of marketing — and it’s completely out of character for Apple. I’d say it might even be dangerous, with new and better smartphones popping up around every corner.

This is one boat that could use some serious rocking.