Posts Tagged: iphone ads

Aug 15

iPhone’s annual cycle of advertising

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.

In the summer of 2014, we got spots like “Strength,” which simply highlighted a certain aspect of iPhone. The year before that, we got a series of ads like “Photos Every Day.”

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 →

Jun 13

iPhone ads: Apple plays the ubiquity card

A few weeks ago, Apple started running a new commercial for iPhone.

I thought it was a beautiful spot. It’s perfectly produced and acted, hits the right emotional notes and demonstrates how iPhone photography has become deeply ingrained in our culture.

With a second spot, this approach becomes a campaign. The most recent commercial (above) uses the identical structure, this time celebrating our love of music.

We see situations that capture the many ways we interact with music, and then the voiceover comes on to seal the deal: “Every day, more people enjoy their music on the iPhone than any other phone.”

It’s a good sequel to the first ad, which concluded “Every day, more photos are taken with the iPhone than any other camera.”

While Samsung is out there showering us with ads celebrating the new features in the Galaxy S4, Apple isn’t talking about product features at all — other than the fact that iPhone takes pictures and plays music. Continue reading →