Daniel Hruska A wise man in the advertising industry once said that 90% of all ads fail before the creative team is even briefed. This rule still applies today. Surely no one can deny the importance of the realization of creative things, in our case advertising. Since there are hundreds of ways to bring her to the people, this act requires a clever and very talented individual.
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Apple's (or rather agency TBWA\Chiat\Day) new ad for iPhone photography is an excellent example and demonstration of the power of creativity - the ability to take a simple idea and turn it into something stunning. Some even claim that this is the best iPhone ad ever.
This ad beautifully captures the human side of technology. It shows a reflection of our daily lives and therefore we can easily relate to them. It shows how one of the basic functionalities of our phones allows us to capture people, places and moments that we simply don't want to forget. You can say that this is a great example of creativity, because after the end of the spot, you feel good about the iPhone, even though no one is forcing you or giving you any reason to buy it.
This particular ad is based on human emotions, not the features that set the iPhone apart from the competition. Almost every phone in the world has a built-in camera, some offering similar image quality to the iPhone. But the closing comment says it all: "Every day, more photos are taken with the iPhone than with any other camera." By comparing each of the competition's models, Apple gracefully extends the fact that there are tons of Android phones that take tons of photos.
No one is arguing that these things simplify the whole of advertising. It's actually the opposite. Without any mention of technology or hardware parameters, Apple has created an ad that grabs you, which requires a significant amount of creativity. When Apple is sometimes referred to as a "tech company for the people", it is exactly what was described above. Engaging emotions at the same time as first-class processing can ultimately be at least as effective as churning out all possible and impossible new functions.
Now, the process of creating a catchy ad looks simple, but it's not. It is extremely difficult to choose the right people for a project that is based purely on emotions. You have to come up with a scenario of very real situations, very capable actors, and then combine the two successfully so that everything makes sense. For example, notice how at the beginning everyone is taking pictures in a slight crouch. Towards the end, you can again see several scenarios where everyone takes pictures in the dark. Do you see the connection? Do you recognize each other?
This spot lasts sixty seconds. Most companies are not willing to invest in spots longer than half a minute. Why would they, too, when they can simply cram everything into half the time? Sure, they save their money, but they also give up the possibility of the emotional impact their spot could have had. If you really care about creativity, you will spend more time on advertising and do things properly. Steve Jobs didn't believe in cutting costs or not doing the maximum when it comes to creation. The iPhone camera ad may be some proof that his values and principles still live on at Apple.
As the competition has managed to catch up to Apple quite well over time, and the differences between the devices are no longer so obvious to people, the ability to produce provocative and memorable ads becomes more and more important. In this regard, Apple has several advantages. One of them is that creativity is not easily copied.
Nice, but it feels like I've seen it a hundred times...
Apple's greatest asset is that it has managed to create "unloaders" around itself. He explains everything. Even an ordinary advertisement then becomes a "work". After all, it is an ordinary advertisement, of which there are many for chocolates and crisps. The very best thing for Apple is that the interpreters do their work for free - relative to Apple, of course. Disclaimer - I like Apple, use their products, and enjoy watching these promoters. ;)
You may have linked to another video. What is there is nothing original or breathtaking and it contradicts the text of the article.
Well, the ad text says that the iPhone takes more photos than any other camera. Rather than digging into Android devices, I see a trend there again: we use mobile phones more often than classic cameras. The compact can be as compact as it wants, but I just won't put it in my jeans pocket. On the other hand, the iPhone is always in that pocket and takes photos better than most compacts. In addition, I can process the photo immediately on the iPhone and send it to FB, Twitter, Instagram. It's easier, more convenient.
Convenience will win out in the end. Always.
The ad itself is very good, it shows that the authors see our problems and offer us solutions. Excellent work. Others would just show technophile shots of “how well it takes” and announce the specs… as if anyone cares…
Although this is a really high-quality advertisement, it is not exceptional. On the contrary, it pretty much copies the style of ads on lumii 920. In addition, previous iPhone and iPad ads show that apple is not ahead of the competition in the quality of ads.
The ad is great and so is the article, but Steve Jobs believed that there should be no investigation, and what has Apple done now? He canceled his claim type piece by piece and will try to repair your original iPhone instead..
since when and where? I got a new piece a month ago...
Advertising is not nice. An Apple classic. but why such a long article about her? there were already so many doubts that Apple has changed significantly? Considering the source, the article has more weight, but as you can see from the comments, not everyone finds the ad so captivating.
Whether it appeals to some or not, at least it doesn't show what Samsung doesn't have and can't do.
*successful
Sorry, I'm writing from an iPhone :-D
The ad is nice. Writing overtook thought :)
Clearly. Ultimately, all Apple products are about feelings. This is also what Johny Ive says, that it is not important what functions the phone has, but how well and comfortably they can be used. And that's why the iPhone and Apple in general are so different. And an ad that fits that honor perfectly.
What app do you use to add filters?
Instagram
The camera features on the iPhone are quite limited and the video quite cliche. So what can I add, dear Apple, you better focus on UX, iOS, more professional settings and cough up embarrassing ads