Target: Apple has successfully marketed to a target of young professionals, those active in employment and creatives for quite some time. Their usual advertising is hyper clean with a cool young vibe. This could be intimidating at times, Apple is seen as the cool kid at the table (Android can't sit with us). This spot is targeted towards the "underdogs" , those "Android" type people who aren't hip creatives running across town with their Apple Watch on one arm and their newest iPad on the other. This is targeted towards the doers in the workspace, the ones who think different, the ones who are highly creative but just can't seem to break through.
Insight: Media wise, video advertising is huge in 2019. It is estimated that Gen Z'ers watch about 68 videos a day. Youtube continues to be a dominating social platform and in order to stay relevant, brands have to create content that fits on these platforms instead of TV ads. This ad was only released on Youtube this week, it is a 3 minute spot and already has over 1,000,000 views. Brands have to focus on creating good quality content for their ads, and this one does just that. This generation and those who shy away from the intimidating qualities of Apple want to see authentic relatable content such as this.
Brand idea/positioning: The idea was to create an ad in a short film style that celebrates the underdog crowd that many are familiar with at their workspace. Its a new look for Apple in comparison to their most recent advertisements, but it resonates with the "Here's to the Crazy Ones" ad shown in 1997, which also focuses on the underdogs. This ad relates back to Apple's roots and reminds us of what really matters, good ol' collaborative team work and late nights working on a passion project. These things are all very true and relatable to those in the workspace and it differentiates from other tech companies by showing collaborative work across multiple devices in a comedic way.
Objective: To show all the specs of several Apple products and show how seamlessly the products work across a team. It is a fun and humorous spot shown on Youtube as sort of an Apple 'easter egg'.
Strengths: This ad is very relatable, entertaining and humorous, making it likely to be shared across multiple social media platforms. This will result in a good amount of earned media for Apple. I thought that it was entertaining to watch and it motivated to learn more about what my Apple devices could do.
Weaknesses: It is a little off-brand if viewers aren't familiar with what the Apple company's values are all about. I am not sure I would have ever seen it if I didn't see the article written about it because I don't follow Apple's channel on Youtube, but I'm sure I would have come across it one day if it were shared on Twitter.
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