TBWA-Chiat-Day to Handle iPhone Ad Campaign

[pagansoul]

bringing back the old school 1984 style. maybe the start of the iphone will mean the end of steve tho, thats what worries me, hes getting old, and this could be his bing bang to exit on, or i guess it would be a "boom"

If you think mid 50's is too old you must be either very young or your family has a very short shelf-life.

 

[TheSlush]

maybe the start of the iphone will mean the end of steve tho, thats what worries me, hes getting old, and this could be his bing bang to exit on, or i guess it would be a "boom"

Old?? I'm sure Steve has plenty more up his sleeve.

 

[TheSlush]

The only interesting point here is the choice of apple's agency versus AT&T's, which may reflect the power balance in the relationship.

I'm betting that part of the Apple-AT&T agreement was that Apple will control all iPhone advertising outside of AT&T's own stores, website, and direct mail.

 

[TheSlush]

"We suck less."

Can anyone say that a phone commercial has stuck in their head?

Verizon's "Can you hear me now?" campaign was catchy and became ubiquitous and even occasionally referenced throughout pop culture for a while. But the sad truth of the campaign was that it essentially acknowledged and directly played off of the big frustrating negatives of the cellular industry: poor coverage and poor connections. Basically, the campaign's message was "We suck less."

Apple has always been much more aspirational than to settle for that type of "lesser of evils" positioning. The upcoming iPhone advertising will be a great opportunity for an actual positive image within the cellular industry, rather than merely an apologetic one.

 

[e-coli]

TBWA/Chiat/Day has an entire building dedicated to Apple. It's basically a completely secured zone for lack of a better way to put it where all apple product can be designed in secrecy.

They're in the Frank Gehry office building across the street. The irony is, there sits this beautifully designed Ghery building that the bulk of Chiat works in, and across the street sits Chiat's Apple group as well as Frank Gehry's office...in a dismal building that wasn't even designed by Gehry.

Interesting that work for the some of the best-designed products on earth come from such a dismal space.

 

[GanleyBurger]

.
The hello ads could have been so much better. At least show people from movies and cartoons over the last four years. But, it was all about stuff, nothing about the product itself. I

And why target adults? Reach out to teens. They'll get the money for an iphone. All of us old people are the ones crying about paying $600 for a phone. Teens don't care. They'll get the money.

Just tell us about the product.

Also, I wonder how much people will love the iphone since Cingular (ATT) gets terrible reception in Los Angeles.

Question: Does the iphone have video out? Could it be conected to an LCD projector. How cool would that be... to show a video clip by plugging in your iphone.

 

[TheSlush]

Timeless

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The hello ads could have been so much better. At least show people from movies and cartoons over the last four years.

Gotta respectfully disagree with ya.

Why only the last four years? I think the ad was more powerful because it emphasized the timeless cultural ubiquity of telephone communication over the last SEVENTY years, from the past slowly up to the present. The entertainment icons were fun, and appropriate to the Oscars timeslot in which the ad ran. (And of course, the phrase "Hello" was used quite cleverly to echo the fact that this was the iPhone's first introductory advertising to the public. So the iPhone saying "Hello" to us is the perfect punctuation on this ad.)

And why target adults? Reach out to teens. They'll get the money for an iphone. All of us old people are the ones crying about paying $600 for a phone. Teens don't care. They'll get the money.

I'd say "The Anchorman," "Zoolander," and "The Incredibles" could be considered teen-friendly endorsements.

But, it was all about stuff, nothing about the product itself. I

Just tell us about the product.

Steve Jobs' Macworld Keynote was really the first "ad" for the iPhone. All the product features were covered then in great detail. The iPhone's target audience is sophisticated and tech-savvy, and they all know where to get the technical details online anytime they want them. So this frees Apple to use the iPhone's official advertising in a more unique, impactful, fun, image-building way... rather than listing a bunch of old bullet points about its features yet again. That would be (by Apple's standards) boooooooring.

 

[GanleyBurger]

Gotta respectfully disagree with ya.

Why only the last four years? I think the ad was more powerful because it emphasized the timeless cultural ubiquity of telephone communication over the last SEVENTY years, from the past slowly up to the present. The entertainment icons were fun, and appropriate to the Oscars timeslot in which the ad ran. (And of course, the phrase "Hello" was used quite cleverly to echo the fact that this was the iPhone's first introductory advertising to the public. So the iPhone saying "Hello" to us is the perfect punctuation on this ad.)



I'd say "The Anchorman," "Zoolander," and "The Incredibles" could be considered teen-friendly endorsements.



Steve Jobs' Macworld Keynote was really the first "ad" for the iPhone. All the product features were covered then in great detail. The iPhone's target audience is sophisticated and tech-savvy, and they all know where to get the technical details online anytime they want them. So this frees Apple to use the iPhone's official advertising in a more unique, impactful, fun, image-building way... rather than listing a bunch of old bullet points about its features yet again. That would be (by Apple's standards) boooooooring.

How many teens watched the Keynote?

Few, I fear.

I'm a high school teacher. 4000 students on campus. No one is talking about the the iphone. Not in class (and we do talk about technology a lot) Not in the school newpapers. Not on the school weekly TV show. Nadda.. nothing!!! Just more people talking about getting the Sidekick.

 

[EagerDragon]

bringing back the old school 1984 style. maybe the start of the iphone will mean the end of steve tho, thats what worries me, hes getting old, and this could be his bing bang to exit on, or i guess it would be a "boom"

Steve and Mr. Softee both date to the same period, so you may not be too far off, Mr. Softee is leaving.

 

[jazzmfk]

no one is talking about the iphone?!?!?

.....snip

I'm a high school teacher. 4000 students on campus. No one is talking about the the iphone. Not in class (and we do talk about technology a lot) Not in the school newpapers. Not on the school weekly TV show. Nadda.. nothing!!! Just more people talking about getting the Sidekick.

I'm a high school teacher as well. None of your students are talking about the iphone? Where do you teach? The students in my music fundamentals/technology class speak in hushed, reverent tones about it. Most won't be able to afford one, of course, but that doesn't mean they don't have lust in their hearts. (techno-lust violates no school rules, AFAIK....)

 

[Tork]

TBWA/Chiat/Day did an ad for Apple called "Here's to the Crazy Ones," narrated by Richard Dreyfus; its probably one of the best ads ive ever seen.

 

[TheSlush]

TBWA/Chiat/Day did an ad for Apple called "Here's to the Crazy Ones," narrated by Richard Dreyfus; its probably one of the best ads ive ever seen.

Yes, that was the television commercial that launched Apple's "Think Different" campaign.