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Apple reportedly moving TV ad creation in-house

post #1 of 32
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According to a report on Wednesday, Apple is taking on more responsibility for its TV spots by creating ads in-house, a move that shifts away from longtime collaborator TBWA\Chiat\Day.



Citing people familiar with the matter, Bloomberg reports Apple's latest TV spots are the work of an internal ad team comprised of at least two people poached from TBWA's Media Arts Lab, which was put together solely to service Apple.

An Apple spokesperson said the most recent airings, including the "Your Verse" iPad spot featuring a Robin Williams monologue from "Dead Poets Society," were created entirely in-house.

TBWA\Chiat\Day is responsible for Apple's most iconic ads, like the "1984" Super Bowl TV spot directed by Ridley Scott. Apple's history with the ad agency goes back to the early 1980s when Jay Chiat was first introduced to late Apple cofounder Steve Jobs.

The agency was out of touch with Apple during the years following Jobs' ousting. The two firms were reunited in 1997 when Jobs reinstated the agency -- along with highly respected adman Lee Clow -- to run a series of ads that ultimately became the "Think Different" campaign.

With the smartphone war, Apple rival Samsung has spent huge sums on its own advertising campaigns, putting pressure on TBWA/Media Arts Lab to churn out quality content. The relationship between Apple and the ad agency is reportedly on unsteady ground as evidenced by an email conversation made public during the second California Apple v. Samsung trial.

In an email string, Apple SVP of Worldwide Marketing Phil Schiller voiced his concern over a Wall Street Journal article titled "Has Apple Lost Its Cool To Samsung?" and asked te agency to formulate an appropriate response. Schiller was less than pleased with the resulting suggestions, saying he was "shocked" at recommendations that appeared to rework Apple at an operational level.

It is unclear if Apple is actually moving away from TBWA\Chiat\Day, but Bloomberg's sources say Schiller is making key hires in what could be an attempt to supplant the agency in the future. The report is in line with previous rumors suggesting Schiller and the agency were at odds.
post #2 of 32
Sound like abad idea. An in house agency all eventually become an echo chamber from the lack of creative insight gained from working on problems out side of the box of Apple.
post #3 of 32
I hope this works out OK, but usually "house" ads end up pandering to the internal client instead of the consumer. If I could, I'd urge them not to do this.

The best ads come from collaboration with talented advertisers who understand both the client and the customer.

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post #4 of 32
Quote:
Originally Posted by dmarcoot View Post

Sound like abad idea. An in house agency all eventually become an echo chamber from the lack of creative insight gained from working on problems out side of the box of Apple.

 

I echo this sentiment.

 

Also, it's unwise to hand over full control of Apple's advertising to Phil Schiller. If anything, they should create SOME campaigns in-house and contract out the rest to ensure they don't get stuck in a hall of mirrors. When you live, eat and breathe a company's culture too long, it's easy to lose perspective.

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post #5 of 32
Quote:
Originally Posted by SpamSandwich View Post

I hope this works out OK, but usually "house" ads end up pandering to the internal client instead of the consumer. If I could, I'd urge them not to do this.

The best ads come from collaboration with talented advertisers who understand both the client and the customer.

I agree, but if they feel the current lot of ads are lacking there is little to be lost by giving it a go to see how they fair. If they don't like the results they can always rehire TBWA\Chiat\Day who would probably be fresh with ideas having the scare of losing Apple as a customer.

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post #6 of 32
'Safe' life style ads like the 'What's your verse' series, and many of the recent ads before that are the high end of 'in house'. I can't see in-house ever creating ground breaking campaigns for the reasons posted above. I'd love to see some more focussed and 'abstracted' campaigns again.
post #7 of 32
Quote:
Originally Posted by paxman View Post

'Safe' life style ads like the 'What's your verse' series, and many of the recent ads before that are the high end of 'in house'. I can't see in-house ever creating ground breaking campaigns for the reasons posted above. I'd love to see some more focussed and 'abstracted' campaigns again.

I enjoyed this ad a lot as it showed me that Apple is well aware of how people use their iPhone or fitness. I really hope we get some sort of wearable that includes many fitness and health-based sensors.

Quote:
Originally Posted by Slurpy View Post

Verse ads are amazing.

They are, but the reach a deeper level in people that I wouldn't expect to be reached by certain segment of the population.

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post #8 of 32
Quote:
Originally Posted by dmarcoot View Post

Sound like abad idea. An in house agency all eventually become an echo chamber from the lack of creative insight gained from working on problems out side of the box of Apple.

So what would be a "good" idea?

"Apple should pull the plug on the iPhone."

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post #9 of 32
Quote:
Originally Posted by Suddenly Newton View Post


So what would be a "good" idea?

 

Taking those new hires who are a team that fits Jobs ethos and keep a short leash on TBWA\Chiat\Day. Steve was very focused in these areas and no one at Apple were authorized to manage the Apple image, without Steve's consent. Building a team that can be as focused as Steve will be a shrewd move.

 

Think of it as an A-team that Chiat\Day has to impress before they even waste the executive team's time.

post #10 of 32
Quote:
Originally Posted by SolipsismX View Post

I enjoyed this ad a lot as it showed me that Apple is well aware of how people use their iPhone or fitness. I really hope we get some sort of wearable that includes many fitness and health-based sensors.
Yes, I think the Verse series is good and it shows the breadth and depth of how people use their devices in a believable yet artistic and aspirational way. They are beautiful but not groundbreaking IMO. The iPod silhouette campaign was very powerful, as were I'm a Mac, and Think Different. I keep thinking that if the Verse ads were more abstracted and less classic lifestyle in form, they'd be better.
post #11 of 32
Just saw the first Beats television ad I've ever seen. That was strange and kinda coincidental...

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post #12 of 32
Quote:
Originally Posted by SolipsismX View Post
 
They are, but the reach a deeper level in people that I wouldn't expect to be reached by certain segment of the population.

Yeah Apple needs a talking Chihuahua commercial for a spot on Dancing with the Stars.  :lol:

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post #13 of 32
Quote:
Originally Posted by SolipsismX View Post

They are, but the reach a deeper level in people that I wouldn't expect to be reached by certain segment of the population.

 

That's fine. 95% of ads out there cater to the lowest common dominator- ie idiots- and are the epitome of stupidity. There's nothing wrong with making ads above that level, even if you wont get 100% of the population appreciating them. at least they stand out and set a different tone. Verse ads tend to be realistic, artistic, and inspirational- while showing off the robust capabilities of the products. 

post #14 of 32
Quote:
Originally Posted by paxman View Post

'Safe' life style ads like the 'What's your verse' series, and many of the recent ads before that are the high end of 'in house'. I can't see in-house ever creating ground breaking campaigns for the reasons posted above. I'd love to see some more focussed and 'abstracted' campaigns again.

I really don't think Apple has stopped using TBWA/Media Arts Lab or even plans to do so. What I see go ing on here is Apple/Phil Schiller is taking the "Verse" ads in house and serving notice to TBWA/Media Arts Lab that Apple is not a "safe" account and they really need to get back on their toes. This will tend to make the add agency work harder and do better.

Apple's in house people have done some really remarkable things, if nothing else, look at the beautiful designs of the last three WWDC theme art. Finally, if Apple has hired some TBWA/Media Arts Lab people to do the Verse ads, these people are already aware of Apple's focus on the user's experience...and Apple employees. of all people. are not going to forget that tenet themselves.
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #15 of 32
One thing Apple can benefit from by bringing the ad crew inside the company is that they can be making ads for product BEFORE Apple announces them and not lose the secrecy Apple so loves. If this is what is motivating Apple then they would be working hard at the ads now through this Fall so Apple announces the new products and the media is full of ads the same day...
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #16 of 32
Quote:
Originally Posted by Macky the Macky View Post

One thing Apple can benefit from by bringing the ad crew inside the company is that they can be making ads for product BEFORE Apple announces them and not lose the secrecy Apple so loves. If this is what is motivating Apple then they would be working hard at the ads now through this Fall so Apple announces the new products and the media is full of ads the same day...

That's already how things work. Ads don't spring out of their creators foreheads the day before they are aired. An agency may work on a large campaign for half a year before it finally airs if it's also tied to print, for example.

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post #17 of 32
Quote:
Originally Posted by SolipsismX View Post

Quote:
Originally Posted by SpamSandwich View Post

I hope this works out OK, but usually "house" ads end up pandering to the internal client instead of the consumer. If I could, I'd urge them not to do this.

The best ads come from collaboration with talented advertisers who understand both the client and the customer.

I agree, but if they feel the current lot of ads are lacking there is little to be lost by giving it a go to see how they fair. If they don't like the results they can always rehire TBWA\Chiat\Day who would probably be fresh with ideas having the scare of losing Apple as a customer.

Agreed. It can't get much more lackadaisical than the current crop of ads. Uninspiring, to say the least.

Whatever they do, I hope they don't put Schiller in charge of copy-editing.
post #18 of 32

Maybe they can put Jonny Ive in charge of advertising.  I can see it now.  30 seconds of a blank white screen, and a 40 pixel high apple logo appears in the lower right corner at the end of the ad.

post #19 of 32
Quote:
Originally Posted by Slurpy View Post

That's fine. 95% of ads out there cater to the lowest common dominator- ie idiots- and are the epitome of stupidity. There's nothing wrong with making ads above that level, even if you wont get 100% of the population appreciating them. at least they stand out and set a different tone. Verse ads tend to be realistic, artistic, and inspirational- while showing off the robust capabilities of the products. 

They're boring.
People say the same thing about why you should read the New Yorker. Verse ads are too esoteric.
 
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post #20 of 32
Quote:
Originally Posted by anantksundaram View Post


Agreed. It can't get much more lackadaisical than the current crop of ads. Uninspiring, to say the least.

Whatever they do, I hope they don't put Schiller in charge of copy-editing.

 

I agree with your view of the current crop of ads... but... who at Apple is approving these ads? Do these current ads look truly inspiring to Cook, Schiller, Ive etc? If that is true then will having an in-house team perform any better?...

 

or... has someone at Apple [other than Schiller] woken up and smelled the coffee, agreeing with you and realizing that the current ads just don't cut it and that they are now creating an in-house team to see if they can create the message that they envision?

 

Not sure... but the first couple of ads created by the in-house team should tell us quite a bit.


Edited by island hermit - 6/5/14 at 7:40am
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post #21 of 32
Quote:
Originally Posted by anantksundaram View Post

Agreed. It can't get much more lackadaisical than the current crop of ads. Uninspiring, to say the least.

Whatever they do, I hope they don't put Schiller in charge of copy-editing.

I wouldn't say they are lackadaisical. They aren't exciting or funny like in years past — although this new one is exciting to me because of the potential for an Apple wearable accessory — but I think the Your Verse campaign is a solid campaign (which we hadn't seen for years) and pushing out ads that show how these devices can help enrich our everyday lives. Perhaps it's too subtle for some to consciously understand but I think it's highly effective.

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"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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post #22 of 32
Quote:
Originally Posted by paxman View Post

'Safe' life style ads like the 'What's your verse' series, and many of the recent ads before that are the high end of 'in house'. I can't see in-house ever creating ground breaking campaigns for the reasons posted above. I'd love to see some more focussed and 'abstracted' campaigns again.

Steve Jobs wanted Think Different to be inspired by some of the Dead Poets Society script. It may not have been the part used in the latest campaign but some of these:





http://appleinsider.com/articles/11/12/14/steve_jobs_initially_hated_apples_think_different_campaign

"Late Apple co-founder Steve Jobs' first reaction to the "Think Different" ad campaign was less than welcoming, calling it "crap" before ultimately changing his mind and running the now iconic series.

Siltanen, who was creative director and managing partner at advertising firm TBWA/Chiat/Day during the "Think Different" campaign, pored over personal documents and notes he had taken during the creative process to write the Forbes piece.

"[Jobs] looked around the room filled with the 'Think Different' billboards and said, 'This is great, this is really great … but I can’t do this. People already think I’m an egotist, and putting the Apple logo up there with all these geniuses will get me skewered by the press," Siltanen recalls. "Steve then paused and looked around the room and said out loud, yet almost as if to his own self, 'What am I doing? Screw it. It’s the right thing. It’s great. Let’s talk tomorrow.'”

Following the successful pitch, Jobs wanted to use the original TV commercial featuring Seal, but the piece was too long and could not be cut down to the required 60 seconds. Instead, Siltanen suggested an ad with wording similar to a speech Robin Williams made in the movie "Dead Poets Society." Jobs liked the idea and the ad exec went to work creating a TV spot, writing with the mindset it would be voiced by Robin Williams.

"We played the spot once, and when it finished, Jobs said, 'It sucks! I hate it! It’s advertising agency shit! I thought you were going to write something like "Dead Poets Society!" This is crap!,'" Siltanen remembers of the commercial pitch."

So the latest ad used Dead Poets Society's actual script. It's what Steve wanted for one of their biggest campaigns. I'd guess that this idea was held in the vault until they decided they needed a big ad campaign and judging by Schiller's emails, they perhaps felt the time was right.

I agree with some of the reasons against taking advertising in-house but it's not clear exactly how much 3rd party material the particular part of TBWA that dealt with Apple was exposed to. Some ex-employees here mention they worked on Apple material but none really have a good thing to say about the company:

http://www.glassdoor.co.uk/Reviews/TBWA-Media-Arts-Lab-Reviews-E639882.htm

If the work environment is poor then it makes sense to take some of their talent into a better environment. Worst case, they can always run ads by us before they go out to the public and we can tell them how we feel. They also have a lot of staff that they can test the ads out on.
post #23 of 32
Apple is playing a dangerous game with its advertising. Its decades long partnership with Chiat was based on a close working relationship with Steve Jobs. Schiller doesn't understand how to work with an ad agency. He thinks that since they're Apple they should keep on pushing the products as if they exist in a vacuum. He doesn't get the fact that the world is changing, and he thinks all Apple needs to do is business as usual.

Chiat, on the other hand, sees the big picture and understands the competitive landscape, which is something Schiller is apparently incapable of doing. So he slams Chiat for giving him a reality check and brings the ad creative in-house. This kind of move always winds up being a disaster in the long run. Companies like Apple need an ad agency that helps them to thrive in the real world, not help them pretend they live in a walled garden. Jobs would get that. Schiller, sadly, does not.
post #24 of 32
Originally Posted by popnfresh View Post
Its decades long partnership with Chiat was based on a close working relationship with Steve Jobs.

 

Guess who’s dead. What kind of relationship is that?

 
Schiller doesn't understand how to work with an ad agency.

 

Thanks for the insight, Mrs. Schiller.

 
…the world is changing…

 

Oh boy, here we go.

Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
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Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
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post #25 of 32
Quote:
Originally Posted by Tallest Skil View Post

Guess who’s dead. What kind of relationship is that?

Thanks for the insight, Mrs. Schiller.

Oh boy, here we go.

I just noticed there are two very similar-looking poster names here: popnfresh and Popinfresh (my capitalization isn't correct). One guy is an intellectual powerhouse, the other a troll... I wonder if Tekstud has anything to do with the troll variant?

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post #26 of 32
Originally Posted by SpamSandwich View Post
I just noticed there are two very similar-looking poster names here: popnfresh and Popinfresh (my capitalization isn't correct). One guy is an intellectual powerhouse, the other a troll... I wonder if Tekstud has anything to do with the troll variant?


Uh oh.

 

‘Course, I have you all beaten. :lol:

Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
Reply

Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
Reply
post #27 of 32
Quote:
Originally Posted by Tallest Skil View Post


Uh oh.






‘Course, I have you all beaten. lol.gif


Congratulations..? 😃

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post #28 of 32
I just noticed that your response to my post offered no reasoned rebuttal whatsoever, only dismissive, self-righteous indignation. Your debating skills are non-existent.
post #29 of 32
Originally Posted by popnfresh View Post
I just noticed that your response to my post offered no reasoned rebuttal whatsoever, only dismissive, self-righteous indignation. Your debating skills are non-existent.

 

You have absolutely no information whatsoever, no proof or backing of your claims, and you expect to be taken seriously?

Good luck.

Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
Reply

Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
Reply
post #30 of 32
Quote:
Originally Posted by Tallest Skil View Post

Uh oh.
[image]

‘Course, I have you all beaten. lol.gif
[image]
Don't forget to look up Shortest Skil. You have 3, maybe 4 more there.

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"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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post #31 of 32
Quote:
Originally Posted by popnfresh View Post

...the world is changing…

How does making an obvious statement help you argument.
Quote:
Jobs would get that.

I love how people know exactly what Jobs would think and act if he were alive. Are you John Edward?

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"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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post #32 of 32
Quote:
Originally Posted by Tallest Skil View Post
 

 

You have absolutely no information whatsoever, no proof or backing of your claims, and you expect to be taken seriously?

Good luck.

 

Proof to back up claims gets you taken seriously on AI??!! Since when?  lololololol

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