Apple has debuted a new TV commercial, “Our Signature,” which is now running on U.S. broadcast and cable networks.
The spot’s voiceover: “This is it. This is what matters. The experience of a product. How it’ll make someone feel. Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things until every idea we touch enhances each life it touches. You may rarely look at it, but you’ll always feel it. This is our signature (text: Designed by Apple in California.) and it means everything.”
MacDailyNews Take: “Unlike fscking Samsung and the rest of the tasteless schlock peddlers crawling around this planet.”
There, all finished.
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MDN take. LOL +1!
MDN take, “There. All finished.” I would add “They’re all finished.”
Class!
It is classy. Very classy. But Apple has done “classy” many times before.
I think what this commercial is all about is to remind people that Samsung is a fierce foreign competitor, and that Apple is a great American company.
The key word here is the word California.
Yes Apple has always printed “designed by Apple in California” on all of its product packages. But now they have 1) Added this ad plus 2) Talked-up their pride in living and operating out California (during the keynote), and 3) Named the new OS X operating system after the big wave surfing beach of Mavericks. It’s a meme.
But it’s even more clever than that in my opinion. By invoking the name California, by creating an OS X background of a giant translucent surfing wave, Apple is harkening back to the innocence of the Beach Boys days.
These were California’s glory days -a time when California represented all that was good and innocent about America and America’s motivations.
In this multi-forked campaign Apple is invoking feelings of a warm fuzzy America, feelings that this is a great American company, feelings that this is a great American company that has great values and Is unwaveringly true to those values.
So this commercial saying is that America is great, America has great values, we are a Great American Company, and Samsung is not.
“And hey look, we’re building Macs in America again!”
Sorry about redundancy. I had intended to edit my rant and make it more concise
So when Apple opens its new design center in Austin, TX, will some products get a “Designed by Apple in Texas” stamp?
Apple is creating low paying and low skilled jobs in Austin, such as customer service etc., which is quite typical with Texas. Meanwhile it is adding 7,400 high paying and skilled jobs to Cupertino.
Probably best to change the fierce competitor to “foreign slavish copiers of Apple”
This makes me proud to have supported Apple all these years, not because of this classy ad, but because I think they appear to be refocusing on what they do best, and I think that is a very good sign.
Is that Ben Affleck?
Yes
Eh, no.
Is there a link to this from Apple’s website? I have Goggle blocked in my extensions
gooey.
reminiscent of the “Made In Detroit” ad for Chrysler, but with a maudlin gooeyness that the Chrysler ads didn’t exude.
This is a new take on the “Great Ones” that SJ narrated and composed.
Great to see SJ influence still is alive. It always will be.
Exactly what I thought when I saw it at the WWDC. Laser focus on what makes Apple great.
Wasn’t it Richard Dreyfus who narrated the Think Different commercial?
yes.
created by Chiat/Day.
personally think that ad is the best of ’s best…”1984″ included.
Yes he did. SJ also narrated one version of it. The one that was released was the one narrated by RD. But some of us love the one narrated by SJ and argue that that should have been released.
Does anyone have link to the one Steve narrated.
I’d like to see that also.
I actually got choked up watching the video.
AppleSap, I am.
same here.
they make you stop, and feel.
just like the recent music and photo ads.
This is what GOOD TASTE feels like.
Me too. Apples recent ads have really made me feel as if they aren’t trying to focus on bashing other companies, but trying to make the point that what their customers want is the most important. Unlike how the windows 8 tablet ad clearly bashes apple, and uses Siri’s voice tampered to say negative things toward apples device(s). I don’t know about you but Microsofts way of advertising doesn’t make me want some windows 8 thing instead of my wonderful iPad.
Somewhere Steve Jobs is smiling.
I bet Sammy is installing a sign that reads “Design Dept” over the “Photocopier Room” at their Sunnyvale office. Countdown to “designed in California” on Sammy’s products…
There is another..ad?…similar to the idea of this one, bit longer. But notice the graphics, style…
Intention
http://m.youtube.com/#/watch?feature=player_embedded&v=VpZmIiIXuZ0&desktop_uri=%2Fwatch%3Fv%3DVpZmIiIXuZ0%26feature%3Dplayer_embedded
“Can’t innovate, my A$$”
Spot on ad! This is what makes Apple different from the rest. Can’t express in mere words.
I like how Apple is now clearly stating that it’s DESIGNED by Apple and IN California (i.e. AMERICA).
Everyone knows that everything is made in China, so for those apple haters to always bring up how everything is made in China can just suck it.
As long as Samsung continues to copy Apple, they could make the same claim.
This is proselytizing: converting people to the Apple imperative: our customers’ happiness with our products is our main driver, not share price, not product price, not market share, not Jim Cramer’s rantings, not hedge fund managers’ needs to steal from the retirement funds. This thinking made the greatest human endeavor the world has ever seen, there is no heaven and no hell. It is “Imagine” brought to life.
Nice!
Ad is pretentious and irritating.
Boy, I agree! Pretentious and irritating really sums it up. I love my Apple products but jeez, that commercial, when you break it down, makes no sense!