Well I don't know if you are serious or not but I didn't like it either. People are all warm and fuzzy about the ending but I think that misses the point. This kid was still buried in his iPhone the entire time watching the family from the outside.
Sure, he was putting together the video but it doesn't change the fact that he wasn't really interacting with them. I think it is a great example how people sometimes think they are using technology for a great end purpose but they are missing out on life along the way.
Wow. Way to shit on introverts. "OMG you're missing out." No, introverts just express themselves differently, but some people can't handle different and want to stomp it out and force them to conform to their standard of conduct.
Taking photos and short amateur videos with a smartphone is pretty routine. Putting together a professional looking multi-clip edited video is a different situation altogether. My complaint with the ad is that instead of showing the exciting features of the iPhone they create a dark emotional drama about a troubled teen, then surprise you at the end. The complete video capturing and editing process is hidden to build the wayward son drama. I much prefer the Apple ads that show people having fun using the devices.
Taking great photos and video with a smartphone like with any camera takes talent. And so does editing.
Why anyone would complain about this ad, and in particularly labelling this teen as 'troubled' and wayward is beyond reason. If anything, the kid is doing what most kids do, and as most adults have done in their younger years.
As it turns out, this ad shows ends up showing people having more fun as a result of one person with the 'device.'
Competition. As I understand the arrangement they didn't get dropped, just they now compete for projects with the in-house group.
But we don't know when this in house group was formed or even if it is fully formed yet. I think it's a stretch to conclude Phil Schiller allegedly kicking some ass created this holiday ad. Let's not forget Apple signed off on those genius ads that were so bad they ended up removing them from their YouTube channel and from apple.com.
Here's Ken Segall's thoughts on Apple's advertising:
The advertising industry has more self congratulatory awards and contests than any other, by far outpacing every alternative group with the exception of Hollywood --that other collective of massively insecure creatives who need constant reassurance that their creativity is valued by somebody somewhere.
Quote:
Originally Posted by Onhka
Don't we all?
Quote:
Originally Posted by Benjamin Frost
No
I contend we do. Our spouses do. Our kids do. Every time I address an issue for my clients, my colleagues, my students or my friends, as well as strangers on the street, I relish their appreciation. Sometimes it's just a thank you. Other times its monetary. Or both. In either case, it gives me incentive and reassurance to continue.
I imagine it's the constant part of the reassurance that's in question. Many people thrive on encouragement at the right times, they don't need it at all (or nearly all, there's obviously some hyperbole at play here) times.
The current crop of moody, sulky, preachy-sounding, self-satisfied ads -- with their utterly mediocre music ("Gigantic" is Exhibit A) -- needs to be jettisoned.
I just went to Apple and watched the Gigantic ad again. I like it much better than this Christmas ad mainly because it shows people using the devices and having fun. The Christmas ad is moody and sulky.
Not sure how Gigantic is "moody, sulky, preachy-sounding or self-satisfied" anyway, I found it bright, lively, interesting, and enjoyed the music. I always perked up when I heard that bass line.
It was ok but it was contrived to make you think the teen was socially disengaged. They didn't show him actually using the camera or editing the clips so a person not familiar with how iMovie or Airplay actually works wouldn't get it. I prefer the ads that demonstrate the features more clearly.
Marketing 101: Sell benefits, not features.
Making you think that the teen was socially disengaged was the entire point.
But there is a problem (IMO) with the spot: while it was beautiful emotionally, it could have been for almost any manufacturer's phone. It sells the concept of a smartphone more than it sells the iPhone. And that's a problem with a lot of Apple's recent spots. About the best you can say about the recent spots is that they attempt to imply (accurately or not) that the wide range of applications available for an iPhone aren't available for other phones.
But what's the alternative? Apple's spots sell lifestyle. Samsung's spots sell "when you go to the airport, you don't have to fight to power your phone". I think that for all their faults, Apple's spots are more effective. When the new phones are released, my bet is that the spots will temporarily change from lifestyle back to "look at this beautiful phone" again.
The advertising industry has more self congratulatory awards and contests than any other, by far outpacing every alternative group with the exception of Hollywood --that other collective of massively insecure creatives who need constant reassurance that their creativity is valued by somebody somewhere.
Quote:
Originally Posted by Onhka
Don't we all?
Quote:
Originally Posted by Benjamin Frost
No
I contend we do. Our spouses do. Our kids do. Every time I address an issue for my clients, my colleagues, my students or my friends, as well as strangers on the street, I relish their appreciation. Sometimes it's just a thank you. Other times its monetary. Or both. In either case, it gives me incentive and reassurance to continue.
I don't take issue with your sentiment, but the adjectives. Insecure, reassurance - sure. Massively, constant - no.
I imagine it's the constant part of the reassurance that's in question. Many people thrive on encouragement at the right times, they don't need it at all (or nearly all, there's obviously some hyperbole at play here) times.
'Sheet together' Bed sheet? Aluminium sheet? Am I understanding you correctly?
German sheet porn, the bad sheet in the family, get your sheet together, sheet for brains, your breath smells like sheet, I just sheet my pants, please stop with all of these sheety puns Relic, you piece of sheet.
Comments
Octuple posting with nested quotes? Feels like my eyes are going to break.
Octuple posting with nested quotes? Feels like my eyes are going to break.
Haha! Your hyperbole just made my chest shake with laughter! I mean that in a good way.
A really great critique of the commercial from last year:
http://kensegall.com/2013/12/apple-thinks-different-for-christmas/
Good article.
Wow. Way to shit on introverts. "OMG you're missing out." No, introverts just express themselves differently, but some people can't handle different and want to stomp it out and force them to conform to their standard of conduct.
Taking photos and short amateur videos with a smartphone is pretty routine. Putting together a professional looking multi-clip edited video is a different situation altogether. My complaint with the ad is that instead of showing the exciting features of the iPhone they create a dark emotional drama about a troubled teen, then surprise you at the end. The complete video capturing and editing process is hidden to build the wayward son drama. I much prefer the Apple ads that show people having fun using the devices.
Tell that to the folks to the Winners (and losers) of the 4th Annual iPhone Film Festival.
Taking great photos and video with a smartphone like with any camera takes talent. And so does editing.
Why anyone would complain about this ad, and in particularly labelling this teen as 'troubled' and wayward is beyond reason. If anything, the kid is doing what most kids do, and as most adults have done in their younger years.
As it turns out, this ad shows ends up showing people having more fun as a result of one person with the 'device.'
Here's Ken Segall's thoughts on Apple's advertising:
http://kensegall.com/2014/04/apples-little-advertising-crisis/
http://kensegall.com/2014/06/apples-marketing-rethink-not-exactly-a-surprise/
I must be the only one who didn't like this....
No, I thought it was sentimental BS and I'm a chick. (Relic scratches her junk and then spits on the ground, what!)
Nothing wrong with a bit of sentimental BS to lighten the day.
I liked the ad, but I only ever saw it the once, I imagine on repeat viewings it might get a big annoying.
The advertising industry has more self congratulatory awards and contests than any other, by far outpacing every alternative group with the exception of Hollywood --that other collective of massively insecure creatives who need constant reassurance that their creativity is valued by somebody somewhere.
Don't we all?
I contend we do. Our spouses do. Our kids do. Every time I address an issue for my clients, my colleagues, my students or my friends, as well as strangers on the street, I relish their appreciation. Sometimes it's just a thank you. Other times its monetary. Or both. In either case, it gives me incentive and reassurance to continue.
I imagine it's the constant part of the reassurance that's in question. Many people thrive on encouragement at the right times, they don't need it at all (or nearly all, there's obviously some hyperbole at play here) times.
The current crop of moody, sulky, preachy-sounding, self-satisfied ads -- with their utterly mediocre music ("Gigantic" is Exhibit A) -- needs to be jettisoned.
I just went to Apple and watched the Gigantic ad again. I like it much better than this Christmas ad mainly because it shows people using the devices and having fun. The Christmas ad is moody and sulky.
Not sure how Gigantic is "moody, sulky, preachy-sounding or self-satisfied" anyway, I found it bright, lively, interesting, and enjoyed the music. I always perked up when I heard that bass line.
It was ok but it was contrived to make you think the teen was socially disengaged. They didn't show him actually using the camera or editing the clips so a person not familiar with how iMovie or Airplay actually works wouldn't get it. I prefer the ads that demonstrate the features more clearly.
Marketing 101: Sell benefits, not features.
Making you think that the teen was socially disengaged was the entire point.
But there is a problem (IMO) with the spot: while it was beautiful emotionally, it could have been for almost any manufacturer's phone. It sells the concept of a smartphone more than it sells the iPhone. And that's a problem with a lot of Apple's recent spots. About the best you can say about the recent spots is that they attempt to imply (accurately or not) that the wide range of applications available for an iPhone aren't available for other phones.
But what's the alternative? Apple's spots sell lifestyle. Samsung's spots sell "when you go to the airport, you don't have to fight to power your phone". I think that for all their faults, Apple's spots are more effective. When the new phones are released, my bet is that the spots will temporarily change from lifestyle back to "look at this beautiful phone" again.
The advertising industry has more self congratulatory awards and contests than any other, by far outpacing every alternative group with the exception of Hollywood --that other collective of massively insecure creatives who need constant reassurance that their creativity is valued by somebody somewhere.
Don't we all?
I contend we do. Our spouses do. Our kids do. Every time I address an issue for my clients, my colleagues, my students or my friends, as well as strangers on the street, I relish their appreciation. Sometimes it's just a thank you. Other times its monetary. Or both. In either case, it gives me incentive and reassurance to continue.
I don't take issue with your sentiment, but the adjectives. Insecure, reassurance - sure. Massively, constant - no.
I imagine it's the constant part of the reassurance that's in question. Many people thrive on encouragement at the right times, they don't need it at all (or nearly all, there's obviously some hyperbole at play here) times.
A reasonable post; I'm worried about you.
Shut up BF.
Shut up BF.
Ah, I see you're back to normal. For a moment there, I thought you might have been ill.
'Sheet together' Bed sheet? Aluminium sheet? Am I understanding you correctly?
German sheet porn, the bad sheet in the family, get your sheet together, sheet for brains, your breath smells like sheet, I just sheet my pants, please stop with all of these sheety puns Relic, you piece of sheet.