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macrumors bot
Original poster
Apr 12, 2001
56,500
19,256



At the end of Apple's Worldwide Developers Conference keynote yesterday, CEO Tim Cook introduced a new TV ad focusing on how Apple's products and services enrich lives. The ad's tagline is "Designed by Apple in California", leveraging the statement displayed on every Apple product to make an emotional connection with consumers over the care the company puts into its products.
This is it. This is what matters. The experience of a product. How will it 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, and it means everything.
Bloomberg now reports that the ad is part of new campaign being launched by Apple and longtime advertising partner TBWA\Chiat\Day. The company's "Photos Every Day" and "Music Every Day" ads that have been running over the past several months are also part of the campaign.
After years of product-oriented ads that have failed to stem market-share losses to devices built on Google Inc.'s Android software, the campaign will emphasize the quality and reliability of Apple's ecosystem of products, apps and content, said the people, who asked not to be named because the plans aren't public. The company previewed one of the ads yesterday. Others will follow in coming months, one of the people said.
designed_by_apple.jpg
According to the report's sources, the summer campaign will not focus on any single product, instead promoting the overall brand and seamless integration of the Apple ecosystem.
Chief Executive Officer Tim Cook reorganized Apple last year to encourage collaboration among units so that Macs, iPhones and iPads work better together, and the planned ads will focus on how the products can simplify users' lives, hearkening back to Apple's roots, the people said.
Apple has also launched a new "Designed by Apple" page on its website, offering a longer version of the text from the new commercial, as well as hosting the company's "Intention" video that opened yesterday's keynote.

Sources indicate that TBWA\Chiat\Day has become somewhat frustrated by a lack of clarity from Apple marketing chief Phil Schiller about what direction the company's ads should take. Pressure has reportedly increased following waning consumer enthusiasm for Apple's ads, such as the "Genius" ads that briefly aired last year. The new campaign seeks to refocus Apple's advertising efforts on the company and its connections with users, hopefully bringing a stronger and more cohesive message.

Article Link: Apple's New Ad Campaign Focusing on Branding and Enriching Lives
 

notjustjay

macrumors 603
Sep 19, 2003
6,055
162
Canada, eh?
I definitely appreciate what they're trying to do but this "tugging on your heartstrings" stuff feels extremely hokey to me.

Don't get me wrong, I know Apple's gadgets are doing great things around the world. I just feel this level of emotional attachment is way over the top.
 

gregwyattjr

macrumors regular
Oct 17, 2008
198
1
As a presentation designer, that second video (with all the black circles) is friggin perfection.
 

WisdomSeed

macrumors newbie
Oct 25, 2012
26
0
Done by Don Draper

It's like they met with Don Draper at SC and Partners. It's a good ad, for what it accomplishes, and it sounds like something Don Draper would say about advertising. In the end, I suppose great minds do think alike.
 

WisdomSeed

macrumors newbie
Oct 25, 2012
26
0
As a presentation designer, that second video (with all the black circles) is friggin perfection.
It was perfect and in a way it speaks directly to the Apple esthetic. Something you know is complicated as all get out, but appears simple and executes beautifully.
 

ArtOfWarfare

macrumors G3
Nov 26, 2007
9,379
5,657
Does that mean there will be delays and quality issue then?

I cannot see US workers throwing themselves out of a window if a shipment is delayed, etc.:eek:;)

No, I imagine they'll be hiring the best US workers they can, and probably making the process as automated as possible, to maintain quality and production timelines. It's a smaller market meaning they don't need as many laborers.

Also, they'll probably be charging a lot for the Mac Pro for a variety of reasons. I'm not expecting an introductory price under $2999, and I'd be quite shocked if it was below $2499.
 

Master Atrus

macrumors regular
Oct 17, 2003
128
95
What you see here is Apple's 2013 version of Think Different

The message, the brand it is all there. I loved that campaign and I love how this one has started.
 

JHankwitz

macrumors 68000
Oct 31, 2005
1,911
58
Wisconsin
I definitely appreciate what they're trying to do but this "tugging on your heartstrings" stuff feels extremely hokey to me.

Don't get me wrong, I know Apple's gadgets are doing great things around the world. I just feel this level of emotional attachment is way over the top.

So true. Today's geeks don't understand emotion or compasion, only cool and flashy.
 

JHankwitz

macrumors 68000
Oct 31, 2005
1,911
58
Wisconsin
I'm not expecting an introductory price under $2999, and I'd be quite shocked if it was below $2499.

I'd say closer to $5,000 or more. We're looking at amazing power here. But the real costs will be for Thunderbolt peripherals. Pro's understand that a Mac Pro is but the foundation upon which to build their system.
 
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