Ads & Media
“From the very beginning, we have been a collective of individuals.”
Microsoft’s new commercial pits its Cortana virtual assistant against the robot-voiced Siri from Apple. As the title “Happy Anniversary” suggests, the video revolves around a wedding anniversary. It shows the two phones side by side as the narrator makes a series of commands in relation to his activities for the day. Siri is unable to comply with any of the requests.
Internal documents have revealed Apple is unhappy with Media Arts Lab, the ad agency owned by TBWA. That discontentment has reportedly put Apple in the position of moving away from Media Arts Lab so it can do more work in-house. But so far, that in-house work isn’t as good.
Companies have a tendency to show off whenever they do something good for the community, but Apple has a reputation for avoiding any marketing related to its charity work. Modesty is an important quality, whether it is part of a company or a person, but Bono would like to see Apple promote its charity work with the intention of getting other companies on board.
It was reported last week that Apple would be creating its own internal advertising department as a way to cut ties with its current external ad agency, TBWA/MAL. That agency was no longer working well with Apple, according to internal conversations, and now there are more details regarding what Apple’s replacement will be.
The unveiling of Healthkit during the WWDC keynote confirmed previous reports on Apple’s plans to tap into the health and fitness industry. It looks like we’re going to see more of these concepts in upcoming devices and software upgrades, and the new ad campaign for the iPhone 5s is pointing the way.
Apple is reportedly leaving behind its external advertising agency, Media Arts Lab, but it is not doing so without taking some of the agency’s employees with it. A report from Bloomberg says that sources close to the company have confirmed Apple has already hired two people from Media Arts Lab who will lead the new internal advertising department.
Last month, Apple launched the “Your Verse” campaign to showcase the iPad Air being used effectively in a number of different locations and professions, complete with ads voiced by actor Robin Williams. Today, Apple posted a new “Your Verse” iPad page with a new story of how the iPad Air is being used in the field.
To further push the iPad as a creative tool, Apple has just released a new iPad commercial. Lasting 1 minute and 30 seconds, the commercial shows how the iPad is used in various ways. What makes the new iPad commercial different from the previous one is the fact that it uses a very nice voiceover taken from the 1989 hit movie, “Dead Poet’s Society,” starring a young(er) Robin Williams.
That a lot of people see smartphones as a social barrier that closes us off from those around us is a challenge for Apple and other gadget companies when it comes to marketing. How do you make a heartwarming, holidays-and-family-themed commercial for the device that a lot of people use to ignore their relatives? A new Apple ad, released to the web Monday, threads that needle absolutely beautifully.
Apple demoed its heavily redesigned Mac Pro at the October media event, where they announced the new system is going to go on sale in December starting at $2,999. Now, Apple is promoting the Mac Pro by sending journalists promotional posters with glossy, high quality images of the computer. On the page next to the images, Apple describes the Mac Pro and talks about what went into creating the device.
Apple’s iPad Air was just unveiled on Tuesday, and already the company’s competitors are taunting the new device. On Wednesday, Amazon posted an ad on the front page of their website that shows a Kindle Fire HDX device with a tagline that reads “lighter than Air.” In the ad, Amazon is referring to the reduced weight of the iPad Air (which comes in at 1.0 pound) and the weight of its own device, which comes in at 0.82 pounds for the $379 Wi-Fi model.