Apple’s newest addition to their product line, the iPad, was released this past Saturday and with that communication channels will be blitzed with iPad advertisements. When I say “Good Ad”, I mean one that accurately reflects the brand (Apple) and the product (iPad). A “Bad Ad” obviously is one that DOES NOT accurately reflect the brand and the product.
I think this is an example of a GOOD AD. Why?
- It shows the functionality and capability of the product.
- Reflects the “cool” & “innovative” quality of Apple’s brand
- Highlights the simplicity and easy-of-use qualities, which are key points of difference for Apple.
- Its straight-forward and direct in delivery. Simple, nothing confusing to be interpreted.
What do you think Good Ad or Bad Ad?
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About Dewane Mutunga
While I think the I pad ad shown here represents the brand properly I have to say sometimes less is more. From a marketing standpoint this may excite their base( existing Mac owners), but alienates non Mac users. It's great to want to cram everything it can do int a 30 sec slot but unless your familiar with Mac's you can get lost in the amount of information being thrown at you. This may have been it's intention to drive I phone, I pod, and Mac Book owners to the stores for the new launch because they are loyal customers. I agree that it may highlight some ease of use features but I may have approached it differently. It could have done a few simple things to create a draw from both sides of the table. One is while this ad preserves a stereotypical owner as one who resides in the modern "Ikea" loft, is OK when focusing on a single portrayed user, but putting all the background shots in similar color schemes losses the viewer and since the main focus is the product it become almost impossible at first glance to understand that there are many users in this ad and that each one is doing something different. A simple change in clothing as to not have everyone in jeans would be enough to create the break in between users. I mean only after viewing it a couple of times did I realize there was a female in this ad. Even a more distinct backdrop could have created the visual separation instead of going with an all light tan and white scheme. I also would have arranged the cut shots differently. Example the guy looking for a book seems to after selecting his book wind up on some news website. This is a faulted misrepresentation of the application but again if you wanted to use that sequence a more drastic change in background could have made that distinction and transition more apparent and in turn may have flowed better. So as a sum up I agree that it is a good ad but I think for an advertising department as giant as Apple it was a little under developed. Just my opinion. Lets see what others are saying.
I can see how it could be a turn-off, although depending on your vantage point it may be a strength as well. For a non-Mac user, it may be a visual blitz and down right confusing. On the flip side, it may be just enough to trigger the curiosity needed to bring a non-Mac users or someone on the Mac/PC cusp into an Apple Store to try it out. Overall, I think the good outweighs the bad here.
This conversation is certainly going to have me looking more critically at ads.. I am amazed at the creativity and attention to detail that is called upon to create one…never thought of it to that extent. Your comments made me go back and review it a few more times.
The bigger question that strikes me is the following:
Shrink the bloody iPad down to the size of …. oh I don't know an iPod Touch and run the exact same ad. Gasp.
For me the bigger issue is the product, until the user generated apps come out that really harness the power of this product, anything associated with it is somewhat laughable. And I'm an Apple junkie!
Hope you do more of these.
I think the product as it is now only benefits those with content, like publishers and writers. A graphic design and a photographer may also benefit but that's about it for this version. I'm sure they will expand so it benefits more industries in the future. Also keep in mind that they've created a platform for developers to jump on and expand by creating innovative apps.