Ads & Media
Apple’s iPhone 5s was released weeks ago, and ads for the smartphone are now beginning to appear in print magazines and other publications. I’ve seen iPhone 5c ads on television and along highways and roads all across New York City, and now it looks as though the iPhone 5s is also going to get the same treatment. With these new ads, Apple has done away with the “Designed by Apple in California” ad campaign and is now focusing on features on the iPhone 5s, such as Touch ID.
Of course, the main features of Apple’s “budget” iPhone 5C are its fun array of colors and its plastic hardshell. This is the center of Apple’s new iPhone 5C “Plastic Perfected” ad campaign. Although I get the point—the plastic is flowing smoothly to fill the perfectly sculpted and colorful iPhone 5C—I can’t help but think it looks the same as the process for making taffy.
According to a report from AdAge, Apple is looking to double the size of its in-house ad and marketing team from 300 employees to nearly 600 employees. This would be a significant change, showing the Cupertino company wants to take a different approach to its ad campaigns. Former CEO and chairman Steve Jobs was said to have kept the number of employees at 300 because he thought of Apple as a products company and not as a marketing company.
Apple continues to appeal to the emotional side of its products instead of the technical with its new ad campaign. The latest ad is called “FaceTime Every Day,” and shows FaceTime video being used in a number of real life situations, including at a birthday party, at the airport, and a couple communicating via sign language.
I’m a fan of free applications, Open Source or adware. It’s time to shift the conversation away from whether there should be in-app ads at all, and instead determine how to make ads in apps as interesting and relevant as possible for consumers, and as efficient and effective as possible for advertisers and developers.
Peter Krasniqi, formerly part of Apple’s iAd group where he was a sales manager, has joined multi-screen ad targeting firm Tapad. Krasniqi joined Apple via their acquisition of mobile ad firm Quattro Wireless in 2010, where he was a director of performance ad sales.
Apple has been playing up its status as a California firm in its latest ads, with their “Designed in California” signature line. For some historical context, the Prelinger Archives has posted the 14 minute video “Styled In California,” a “Montgomery Ward Fashion Presentation” produced by Fairbanks (Jerry) Productions for the retailer in the early 1960s.
On Thursday, an iPad mini ad campaign from Apple and TBWA won one of the most notable awards in advertising: the Grand Prix for Press award. Apple and TBWA were awarded the prize at the Cannes Lion International Festival of Creativity.
Popular ad firm TBWA/Chiat/Day has been working with Apple for many years and helped to come up with the Cupertino company’s iconic “1984″ ad. This relationship has been a longstanding one as Apple has been using the firm for its ads since then. Now, it seems Apple’s relationship with the ad firm is becoming strained as they engage in a controversy over the leadership style of Apple’s SVP of Worldwide Marketing, Phil Schiller.
Apple’s new television commercial, dubbed “Photos Every Day,” focuses on the iPhone 5′s camera features and how people use the powerful 8MP camera to capture special moments at a variety of times and places, and under a variety of weather conditions. The iPhone commercial finishes with the quote, “Every day, more photos are taken with the iPhone than any other camera.”
Yesterday was a big day for Baltimore. But despite not being involved in the game (or even having a team in the sport), it was just as big a day for Apple. Last year, Jim Cramer at The Street noticed that Apple had the best ad in the super bowl despite not running an ad at all. The same held true this year if you really examine the footage; I’m talking about two entirely different touchdowns the tech giant managed to score during Super Bowl XLVII.
“Brand” is everywhere. It’s amongst us and around us all the time. It’s the salary we receive as citizens of a capitalist democracy. Today’s marketing environment is as harsh for our senses as the frozen forest clearing was for our hunter-gatherer cousins. Despite all the talk of the great white shark losing its edge, Apple for me is still the behemoth. It’s the ad equivalent of a velociraptor amongst the corporate dinosaurs.