Monday, January 13, 2014

Apple's iPad Air Ad Takes New Tact

If your were watching the football games this weekend or The Golden Globes, you may have also watched the latest Apple ad for the iPad Air.  If not, here it is:

I have to first admit that when I initially saw it, I did not think it was an Apple branded ad.  Its style and context were a complete departure from their other ads.  But the more I watch it and think about it, the more it reminds me of their first ever ad, "1984", one that separated itself from the pack.  And with this newest ad, I believe they have achieved the same result.  Forbes says it well, "The company wants to show off why people love and use its products. They may be metal, glass and silicon, but what you’re buying is experience. It couldn’t be more removed from most everything the competition is doing."  But it also places the iPad in the hands of artists, risk takers, and professionals, and makes the product an essential element of the process.  And one thing it doesn't say is that you buy it for its lowest price, claims made by Apple competitors.  No, the iPad is meant for more meaningful accomplishments, whether conducting a marching bands routines, taking or creating pictures, or discovering new species.  And this newest ad campaign takes the user on this new journey. 

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