“On the surface, these commercials seem so basic, like “Switchers” but without all the angst and the tics. Those also featured people standing against white space. (Do Apple and the Gap each own half of the white-space trademark?) But “Switchers” sold the big-ticket items and featured real people and their tech stories, full of PC fury. Here, the song is the story, and the spots promote a great new, cheap service (the online music store provides the first digital delivery sanctioned by all the major record labels, allowing users to choose from 200,000 tracks). So this campaign is much more fun. It’s not as simple as it looks, though, and that’s one of the reasons it’s so good,” writes Barbara Lippert for ADWEEK.
“In the first two weeks of business, more than 2 million songs were downloaded. So while the spots are easy and joyous, they also are truly the tail wagging the dog: More downloads means more iPods sold means more people buying Macs. For Apple, I’d say it pretty much brings salvation back,” Lippert writes.
Full article here.