Apple’s holiday ad released over the weekend, “The Song” has already been viewed and scrutinized by the public. The video, both dynamically shot and creatively thought through will appeal to the viewer’s emotions without a doubt.
Apple has become a leader in the industry and with last year’s holiday commercial, the public had high expectations for the company’s clip. The idea for the commercial was simple, as it combined generations together with the use of technology. It was tasteful; Apple did not overload their product throughout the clip. In fact, they only showed an Apple product once in the 90 seconds that it took to play out. Instead, they focused their energy on the storyline and the story behind the product. The choice in placing the emphasis less on the product and more on the plotline promotes Apple’s people-oriented lifestyle and dedication to their customers, which is interesting considering the overall customer satisfaction has greatly decreased as of late.
Placing a commercial out without heavily promoting a product can be risky because the intended message, to shop with said company, is not always reached to the audience. I really like this advertisement however, as it serves as more of a holiday greeting than promotional ad. Because Apple is such a powerhouse company, the average consumer is aware with not only the brand name, but the products that it supplies. This makes it possible for the company to advertise in this way. Simply telling their audience “Happy Holidays” does not necessarily promote a product, but encourages the viewer to believe that they are cared for by Apple. This creates a brand identity that consumers gravitate towards.
I think the advertisement is great. I think it appeals to all generations and is done so in a tasteful and professional way that would be expected from Apple followers. It really proves that words and flashy products are not necessary to make a successful advertisement. Do you agree?
Apple did a good job of targeting their ad to a new generation that have not had much contact with apple. They worked hard to accomplish a link between new and old. They also took advantage of the story telling and family feel as a way to target their audience. I think this is an effective marketing technique and appreciated Apple’s new approach to advertising.
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