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Dec 24, 2013
@ 12:14 pm
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Apple thinks different for Christmas »

parislemon:

Ken Segall on the previously linked Apple Christmas commercial:

Of course, we’re talking about Apple here — so there’s no shortage of critics eager to tell us why the commercial fails. Take your pick: it says little about the product, any smartphone can make a movie, or the spot is a depressing statement about human values.

Good grief.

Most of these people mistake their personal opinion, instinct, values and/or taste for actual marketing talent. There are tens of millions of people who will stop in their tracks at this commercial and wipe a tear from their eye. As a result, they will feel slightly more attached to Apple, which is the marketing purpose of this spot.

Quite right.

The one thing I haven’t seen anybody talk about regarding this spot is the first thing that came to mind when I saw it: the whole thing sells the idea of actually using an iPhone to its potential.

Rather than simply have a loner kid endlessly texting or playing video games, he is using his phone as a creative device. And while it’s great to take and post photos to Instagram or whatever, Apple gets the most out of people immersing themselves in their ecosystem.

For Apple this means dollars, obviously, but it also sells the utopian ideal that Steve Jobs talked about so often: this is a tool of creation, and we should use it as such.

post tags: Apple advertising

  1. cesarrodriguezm1 reblogged this from parislemon
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  5. stevekovach reblogged this from parislemon and added:
    It’s a great commercial. Except for one thing.
  6. crew-cuts reblogged this from parislemon and added:
    Fucking knowledge right here
  7. shaunline reblogged this from parislemon and added:
    The one thing I haven’t seen anybody talk about regarding this spot is the first thing that came to mind when I saw it:...
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