Originally Posted by bigpics
A well-made ad (in ways noted by others below), but, hey, I dunno. Just for K&G I could see some entertaining, "Hi, I'm an iPad"/"I'm a Xoom" (or Tablet) ads. With the first focusing on Xoom's trying to find some native apps for one of its needs.
Or just contrasting the quality of the apps-- putting up Garageband or iMovie or Omnigraffle or Sketchbook Pro or one of the Tapbot apps against anything performing those functions on Android. Android for tablets will continue to accrue apps, I just don't think many of them will be much more than adequate.
As for casting... ...how about a campaign using the distaff side this time? A slightly warmer, slightly less snarky woman for the iPad (who looks/acts fully magical/functional/lithe/smooth and appeals to men and women), and as for the competition, say, a rather clumsy, "mechanicalish" android with a tendency to start spouting "GHz, USB" and other tech gibberish out of context.
Wouldn't that be a miracle? An ad for a piece of consumer electronics that used a middle-aged woman who wasn't a steely CEO striding purposefully through the airports of the world (not that that character is actually allowed to be much out of her 30s).
I like the "we believe" notion - unless it's overplayed/overworked and the tone becomes either too syrupy or overbearing. And even if it's a mainstay, Apple needs other ads that are playful, entertaining and show the fun factor of their products. Geico gets the need for variety - it's why they regularly rest the Gecko and sometimes step entirely out of their general format. (But I still know better than to buy insurance from them, FWIW.)
Agreed. If overplayed, "we believe" could start to feel like those transparently fatuous financial services ads where they're trying to con you into believing they represent some kind of foundational values of thrift, determination and generosity. As you say, cloying.
But a pretty straightforward articulation of what Apple's about (the stuff Steve articulates in keynotes but for some reason they've never picked up on for advertising)-- that putting the user experience first, and making sure all the parts support the user experience, before and after the point of purchase-- would be a pretty good thing for Apple to do.
I also like that the campaign's also a subtle step toward the day when Apple will need to be seen as a coherent enterprise - with a positive identity and philosophy of its own - in a coming post-Jobs era.
Good point, and that may have something to do with this ad at this time. In a way, it would be like what Disney did after Walt died-- turn his legacy into a vibe that you make sure is always part of the branding (I'm talking about advertising strategies here, not the relative merits of any particular individual or company, so no need to remind about Walt's many personal shortcomings or the various crimes of his namesake).
At any rate, Apple could really use a public persona that extends beyond "Steve's personal plaything", and this is probably a good time to start laying the foundation. "We believe" moves beyond the "I" in what Steve believes to a more general corporate philosophy. It's not hard to imagine an ad that has something along the lines of "Here at Apple, we've always strived for one simple thing" sort of VO coupled with a nice historic overview of their wares, bringing us forward to the present, but just ending with "Apple" and the logo instead of any particular product.