Apple reportedly moving TV ad creation in-house

Posted:
in General Discussion edited June 2014
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.
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Comments

  • Reply 1 of 37
    dmarcootdmarcoot Posts: 191member
    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.
  • Reply 2 of 37
    SpamSandwichSpamSandwich Posts: 33,408member
    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.
  • Reply 3 of 37
    SpamSandwichSpamSandwich Posts: 33,408member
    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.

  • Reply 4 of 37
    pazuzupazuzu Posts: 1,728member
    Verse is a vlop.

    Apple ads by Dr Dre.
  • Reply 5 of 37
    solipsismxsolipsismx Posts: 19,566member
    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.
  • Reply 6 of 37
    slurpyslurpy Posts: 5,328member
    Amazing how you're not banned. You're pretty much a damn spam bot.
  • Reply 7 of 37
    paxmanpaxman Posts: 4,677member
    '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.
  • Reply 8 of 37
    slurpyslurpy Posts: 5,328member
    pazuzu wrote: »
    Verse is a vlop.

    Apple ads by Dr Dre.

    Verse ads are amazing. You're the damn flop. Incredible how you're not banned. You're pretty much a damn spam bot.
  • Reply 9 of 37
    solipsismxsolipsismx Posts: 19,566member
    paxman wrote: »
    '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.

    slurpy wrote: »
    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.
  • Reply 10 of 37
    suddenly newtonsuddenly newton Posts: 13,803member
    dmarcoot wrote: »
    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?
  • Reply 11 of 37
    mdriftmeyermdriftmeyer Posts: 7,503member
    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.

  • Reply 12 of 37
    paxmanpaxman Posts: 4,677member
    solipsismx wrote: »
    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.
  • Reply 13 of 37
    SpamSandwichSpamSandwich Posts: 33,408member
    Just saw the first Beats television ad I've ever seen. That was strange and kinda coincidental...
  • Reply 14 of 37
    mstonemstone Posts: 11,510member
    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.  <img class=" src="http://forums-files.appleinsider.com/images/smilies//lol.gif" />

  • Reply 15 of 37
    slurpy wrote: »
    Amazing how you're not banned. You're pretty much a damn spam bot.

    You gotta click that flag icon.
  • Reply 16 of 37
    slurpyslurpy Posts: 5,328member
    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. 

  • Reply 17 of 37
    paxman wrote: »
    '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.
  • Reply 18 of 37
    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...
  • Reply 19 of 37
    SpamSandwichSpamSandwich Posts: 33,408member
    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.
  • Reply 20 of 37
    anantksundaramanantksundaram Posts: 20,250member
    solipsismx wrote: »
    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.
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