Is this genius or laziness?
When Apple first advertised the iPod using silhouetted figures dancing on colored backgrounds, I thought the campaign to be brilliant. It’s simple, fun, engaging and memorable. What’s especially clever is how the ads demonstrate how a pair of white headphones (unique to iPod) makes your world more exciting.
But today, I wonder about iPod advertising’s effectiveness. Apple is running essentially the same campaign it did three years ago. Now, as I see it on CTA’s trains and at the stations and I ask myself, “Is that it?”
By now most consumers should be aware of the brand. Isn’t it time for Apple to extend the campaign into something more meaningful?
As a copywriter, I’m befuddled as to why Apple avoids using any text other than the brand name. Words could take these outdoor ads to the next level. They could provide product benefits, deliver promotional details, suggest new uses or just maximize the attitude. Words could convince consumers who are sitting on the fence to give iPod a try.
So as I stand on the Clark and Lake platform surrounded by silhouetted figures dancing on colored backgrounds, I ponder: Is this campaign genius? Or has Apple become lazy?
What do you think?
Technorati Tags: iPod advertising, Apple
Filed under: Advertising, Branding, Campaign Critiques
I think it is Genius. It is a campaign, and a brand, worthy of envy. Without a caption or copy they have captured and conveyed emotion, product utility, and brand affinity. They are one of the few companies worldwide that could pull this off. (Coca-cola, McDonalds and Nike are some of the others.) Plus, they have such strong brand recognition and awareness there is no need to say anything. Take note, some campaigns are just reminder campaigns, especially for a product that is reaching its mature phase. “Remember us, the iPod.” “Zune who?”