New Apple ad by Ben Kay | Elliott Starr posted on the topic | LinkedIn (original) (raw)
Elliott Starr’s Post
Creative Director | Learn how to do Marketing that doesn't suck.
8mo Edited
Right. The world really needs more voices talking about this new Apple Ad, so here I am. (It doesn't really, everything you need to read has been written by Ben Kay.) Alas, perhaps the intention was to communicate "all this, crushed into this". But sadly, for some, the take out was "all this, destroyed by this. (And also by AI.)" As Ben rather deftly puts it: 'If you create a metaphor, you'd better be prepared for it to be interpreted in ways you hadn't intended.' Anyway, I clearly lack Ben's writing prowess, as here's my ten pence worth: All this ballyhoo feels like a classic case of 'advertising that's good vs. advertising people like'. In an ideal world, those two are one in the same thing. But they're not mutually inclusive. On a personal level, I find this ad arresting from the off, and engaging throughout. Will it survive the scroll past test, or 6-second skip test? Time will tell. But it kept me watching. Where the wheels perhaps come off, though, is where Apple ceases to have its finger on the cultural pulse. The arts, and the creative industries are under-funded, and under-threat. It might be a while before AI is running creative agencies, design studios, and production companies... But creative people are already losing work to AI. (With many individuals sharing proof of this on their own social media.) Given this is happening in a cost of living crisis, and that creative people tend to prefer Apple products over those of competitors... the ad, while being what I'd define as 'a good ad', strikes me as a faux-pas with target customers. Because "all this, crushed into this" has definitely been interpreted as "all this, destroyed by this. (And also by AI.)" Oh, and LG ad BBH did the ad in 2008...#advertising #advertisingagency #creative #creativeagency #marketing
Here's my latest column for Creative Review (£/$). I don't write the headlines for my pieces, but if I did I would have said 'Why are *so many* people hating on the new iPad ad?'. Lots of people like it. Lots of people seem to have a problem with its depiction of lovely objects of creation being crushed into a tech device. I explore all that, but the upshot is, if you create a metaphor, you'd better be prepared for it to be interpreted in ways you hadn't intended.https://lnkd.in/g-XUvX-7 #advertising #advert #apple #creativity #copywriting #artdirection #ipad
Why is everyone hating on Apple’s new ad? https://www.creativereview.co.uk
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