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Posted at 04:51 PM ET, 03/17/2011

Apple’s new ad campaign: Think like us

“If you don’t have an iPhone...”

That’s the basis of Apple’s new ad campaign, which seems to be aimed squarely at those suffering from iPhone envy. In three ads, Apple offers up three main features that set the iPhone apart from the pack: It has iTunes, it has iBooks, and it has the largest app store.

The ads finish with the line, “If you don’t have an iPhone, well, you don’t have an iPhone.”

As others have pointed out, these claims don’t tell the whole truth. Plenty of phones play music. Android smartphones have access to e-books through Amazon’s Kindle store and other Web stores. Finally, the Android store is growing like a weed, and Business Insider thinks it’s poised to catch up to the Apple store in a matter of months.

These ads also stand in pretty stark contrast to the ones that built the Apple culture. The “Think Different” campaign, for example, compared Apple to greats like Albert Einstein and Maria Callas and thought so differently that it didn’t even obey the rules of grammar. And Apple’s iconic 1984 ad — recently spoofed by Motorola’s Xoom Superbowl ad — will probably make “greatest ads” lists for the rest of time.

Yes, those ads were smug. But they had a renegade, underdog element to them that Apple just can’t pull off anymore. In recent years Apple’s ads have played to an aesthetic (minimalist, with a white background) and turned away from making revolutionary ads to just making popular ones.

Judging by the reaction on Twitter, however, the company has failed at that, too, with this latest round.

"If you don't have an iPhone, you don't have an iPhone". Thanks, Captain Obvious. Seriously. #apple #tv #adless than a minute ago via TweetDeck

Lately??? RT @Digeratii I don't know how I feel about Apple's new "You don't have an iPhone" ad. They've been getting way too cocky lately.less than a minute ago via Plume

Check out the ad for yourself, here, though MediaBistro.com has noted that the video it embedded this afternoon has since been made private, so this video may stop working, as well:

Does the ad make you want an iPhone? Or does it put you off? Let us know in the comments.

Related Stories:

Super Bowl ads: Tech edition

New Apple Ads Target Microsoft's $350M Pro 'PC' Ad Campaign

Super Bowl: Commercial analysis with Ad Age's Brian Steinberg

By  |  04:51 PM ET, 03/17/2011

Tags:  apple, mobile

 
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