“The Magazine Publishers of America awarded TBWAChiatDay the $100,000 Grand Prize Kelly Award for its Apple iPod ‘Silhouette’ campaign that shows people dancing with iPods against brightly colored backgrounds,” Mae Anderson reports for Adweek.
“‘It demonstrated to people that you don’t have to spend a lot of time talking about features to get people to make a human connection with your product,’ said Mike Hughes, president of The Martin Agency in Richmond, Va., and a Kelly judge. ‘Also, one of the core values for Apple is design. To reinforce that without ever talking about it, just by art direction, is an incredibly smart and effective device,'” Anderson reports.
Full article here.
I need to copyright that idea, the images are running through my brain like a marithon. I would also like to see each store have little “switch” booklets named after what people do with their machine and what software/hardware is available for the, ie “Home Office” “Gamer(cough)” “Accounting/MoneyManagment” “Design/Illustration “Musician”
I think you get my point, people need to see it in writing how they can change, not just why.
Here’s my suggestion for a series of Apple ads – each focused on simplicity in the seamless and rapid exchange of data with another user product, and in the creation of a digital product
Macintosh. Easily Enhancing Your Digital Life.
1. Show a family/businessperson/student using various appropriate personal/home digital products like an iPod, camcorder, digital camera, cell phone, PDA, speakers, TV and midi-connected instruments in everyday life examples.
2. Show user(s) connecting these items with a Mac and providing/retrieving digital content to/from the Mac. As each product is shown, reveal the user’s expected digital result in words – music playlists, movies, photo albums, slideshows, chats.
3. Show user at Mac using iLife. Using brief shots, show cellphone user sending pictures to a Mac. Show camera iPhoto import, dragging files to albums, adding music. Separately, show camcorder connect, dragging clips to movies, adding photos, text, etc, and adding music. Show user using music instruments, recording music track, adding it to iPhoto slideshow. Show user dragging finished product to iDVD, and popping out a DVD. Show family happily watching finished product on TV.
Alternatively, Show iTMs access from Mac, one-click to buy songs. Show syncing with iPod and uploading music. Show iPod user using headphones anytime/anywhere.
Or, show iTunes list of songs in a playlist, show selection of AirTunes/Airport Express, show family listening from various locations.
Show Apple logo. (Music from finished product should be reaching crescendo) Underneath it, write Macintosh – Easily Enhancing Your Digital Life. Verbally, say eMac starting at $799, iMac starting at $TBD: and dual-processor G5 PowerMac starting at $1999; iLife applications free with computer purchase. Request users go to Apple store to get more information about desktops and portables, and to sign-up for hands-on digital lifestyle seminars and camps. Let music play on a little longer after verbal announcement finishes.
End-of-ad.
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I think we need to show the product and its ease-of-use in real-life situations.
Even everyone in Ouagadougou with on the internet knows what a Mac can do, but getting them to switch is something else, brother.
Boza Mozabe
President for life, Burkina Faso Mac Club