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.
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.
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.
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 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.
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.
'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:
"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:
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.
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.
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?
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. " src="http://forums-files.appleinsider.com/images/smilies//lol.gif" />
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.
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?
Comments
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.
They're boring.
People say the same thing about why you should read the New Yorker. Verse ads are too esoteric.
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.
Dr.Dre produced starring Snoop Dawg.
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.
Dr.Dre produced starring Snoop Dawg.
That actually might be quite good.
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:
[VIDEO]
[VIDEO]
[VIDEO]
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.
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.
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?
Uh oh.
‘Course, I have you all beaten.
" src="http://forums-files.appleinsider.com/images/smilies//lol.gif" />
Congratulations..? ????
You have absolutely no information whatsoever, no proof or backing of your claims, and you expect to be taken seriously?
Good luck.
How does making an obvious statement help you argument.
I love how people know exactly what Jobs would think and act if he were alive. Are you John Edward?
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