Amaya Toman In the ranking of the twenty-five best advertisements, compiled annually by the magazine Adweek, Apple occupied three positions. Žeřiček maps the best advertisements from print to film - in this year's one of Apple's advertisements took second place, other spots were ranked ninth and nineteenth.
The spot Welcome Home, directed by Oscar winner Spike Jonze, scored the best. The danced commercial promoting HomePod also won the prestigious Cannes 2018 award this year. Adweek also previously praised the behind-the-scenes video for this spot.
The nineteenth place was occupied by an ad called Unlock. This is a spot presenting the iPhone X and its unlocking using Face ID.
This year's animated Christmas advertisement, named Share your Gifts, made its way to ninth place. Adweek has also praised it before – in November it singled it out for its moral undertones, saying that other creators should take an example from it. He pointed out that the viewer does not learn what the main character Sofia actually does in the ad, but the ad teaches that gifts that are not shared are wasted.
The concept of advertising at Apple changes over the years - we see the difference not only between current spots and those from the last century; the advertisements created only a few years ago are also different from the current ones. But one thing is clear - Apple knows how to advertise, whether it's a rousing revolutionary spot 1984 or touching Christmas misunderstood. Although some of the ads have recently received an embarrassed reception from the public, experts have rather words of praise for them.
