Um iPhone dourado, junto do lançamento de uma versão de plástico mais barata, já dava pistas suficientes de qual caminho e público a Apple pretende para o 5s. Agora, as parcerias comerciais deixam isso ainda mais claro.
A Burberry filmou seu mais recente desfile de moda em Londres, da coleção Primavera/Verão 2014, com 14 iPhones 5s. Nove na passarela, três em uma grua e dois no teto. Confira a imagem abaixo.
Além de demonstrar a qualidade da camera dos novos iPhones, apesar de todo o ambiente controlado, é importante notar a Apple se associando a uma marca de luxo, o que deva dar o tom para a estratégia de marketing do smartphone nos próximos meses.
Apple has always been all or nothing when it comes to color. "1984" was all doom and gloom with just a flash of red running shorts. "Think Different" was mostly black and white. The TV work, from "Switchers" to "Get a Mac" to most iPhone demos, has been lots of stark white. And yet Apple loves color—from the five hues of the original iMac through all the gloriously vibrant iPod advertising. Now, Apple can celebrate color again, with the iPhone 5C (the C itself stands for color), and here's the first commercial for it—a trippy, drippy little production that visually enlivens a brand that's seemed quite ashen of late. Seemingly taking its cues from candy advertising, the spot shows the phones solidifying into shape out of flowing liquid—in footage that would make Nestlé proud. Perhaps this is why the phone is priced lower. In a pinch, you could try eating it.
A Apple acabou de anunciar o iPhone 5C, linha mais barata, com corpo de plástico e que vem em cinco diferentes cores. A Nokia não perdeu tempo, e já fez piada no Twitter citando o Lumia, que também é colorido.
No tweet, a marca que foi recém comprada pela Microsoft diz que a imitação é a melhor forma de elogio. Mas celular colorido já existia bem antes disso, certo?
Enquanto a Nokia/Microsoft já pediu mais de uma vez para que os fãs da Apple e da Samsung não briguem, a Motorola (leia-se Google) quer mesmo é ver o circo pegar fogo. Ou quase isso, a julgar pelos três últimos filmes criados pela Droga5, em que vemos o smartphone da concorrência como a personificação da preguiça.
É claro que a melhor forma de se provocar os concorrentes é apostando no senso de humor, ingrediente que estes comerciais têm de sobra. Ao mesmo tempo, conseguem mostrar as qualidades do Moto X, o produto que supre as necessidades do consumidor onde os outros falham.
O primeiro, Quick Capture, faz referência ao último filme da Nokia/Microsoft mostrando praticamente a mesma situação – a apresentação do teatro da escola -, mas com um problema diferente para os usuários das outras marcas.
Já em Touchless Control, uma noite romântica é estragada pelo celular preguiçoso, que só toca a música desejada pelo dono se ele deslizar sua mão pela superfície do “aparelho”. O último, Active Display, traz um profissional em uma situação complicada durante uma reunião, quando ele tenta acessar discretamente suas notificações e o “smartphone” começa a fazer escândalo.
There isn't a public event that Apple and Samsung users can't spoil by fighting with each other, according to Crispin Porter + Bogusky's hyperbolic but still amusing campaign for the Windows Phone—which continues with the spot below, again directed by Roman Coppola and set to air Sunday during MTV's Video Music Awards.
Coppola directed the earlier spot, "The Wedding," which was a big success (more than 6 million YouTube views), and he brought back many of the same actors for "The Recital." In the new spot, Apple and Samsung users again jockey for position to get the best photos, and are soon ridiculing, head-butting and otherwise trying to take each other down. (On the plus side, at least they seem interested in the school play and aren't just falling asleep.) The spot pushes the Nokia Lumia 1020 with 41 megapixels and reinvented zoom, which apparently helps you get better pictures and also just be a nicer person.
There's less snappy dialogue this time, though it's a fun moment at the end when the woman who's literally spouting Apple's recent advertising copy gets thumped to the floor.
Credits below.
CREDITS Client: Microsoft Spot: "The Recital" Agency: Crispin Porter + Bogusky Worldwide Chief Creative Officer: Rob Reilly Executive Creative Director: Dan Donovan Creative Directors: Dave Swartz, Dave Steinke Associate Creative Directors: Paul Sincoff, Kyle Jones Art Director: Jeff Hunter Copywriter: Aaron Cathey Integrated Head of Video: Chad Hopenwasser Executive Integrated Producer: Sloan Schroeder Senior Integrated Producer: Laura Keseric Production Company: Directors Bureau, Los Angeles Director: Roman Coppola Executive Producers (Production Company): Lisa Margulis, Elizabeth Minzes Producer (Production Company): Francie Moore Director of Photography: Chris Soos Postproduction: NO6LA, Santa Monica, Calif. Visual Effects: Method, Santa Monica, Calif. Executive Producer, Design: Robert Owens Producer: Ananda Reavis Editor: Jason McDonald Music Company: JSM Music Junior Music Producer: Chip Herter Arrangers: Joel Simon, Doug Katsaros Sound Design Company: Henry Boy, Brooklyn, N.Y. Sound Designer: Matthew Hedge
Microsoft's new back-to-school ad for Windows 8 tablets—here, the Lenovo Yoga in particular—is being touted, at least by CNET, as another huge diss against the iPad. It is, of course, but it's not as harsh as all that. The Yoga's ability to multitask is mostly compared to less impressive classroom behaviors, like fumbling around for a pen as the professor reads aloud from Keats's "The Second Coming," which he wouldn't do in real life. Sure, a lot of the ill-prepared students are using iPads, but the tone is more "The Yoga is great" than "Apple products are crap." Which is good, because it's hard for me to take a product named Yoga (that isn't actually yoga) seriously. How much more white and middle class could that name be? Will we be seeing ads for the Lenovo Mumford & Sons next fall?
Add FaceTime video chat to the list of features covered by Apple and TBWA\Media Arts Lab in their "Every Day" spots for the iPhone 5. This new clip is similar in execution to earlier series entries about the device's music and photo functions, with copious product-use shots and a subdued, moody score setting the tone. (Nokia had the cheek to parody "Photos Every Day," and fairly effectively, though when rivals choose to define themselves in relation to Apple, it says more about the latter's enduring brand equity and continued presence of mind among consumers than anything else.) These "Every Day" ads do a fine job of showing us the role iPhone technologies play in people's lives, and they resonate better than the client's widely panned "Designed by Apple" campaign, which spends too much time telling us about the company's mind-set and philosophy. The human interface, after all, is where technology truly comes alive, and in its most successful advertising, Apple taps into that connection to reveal the soul of its machines.
Saiu o primeiro trailer de “Jobs”, o filme sobre o gênio da Apple estrelado por Ashton Kutcher.
Já é óbvio que a atmosfera da produção passa longe da biografia dramática e densa que se esperava, talvez com humor fora do lugar. Mas essa é apenas uma abordagem, outros filmes virão. A direção é do duvidoso Joshua Michael Stern.
My colleague Tim Nudd recently wondered if Apple, at a crucial time of transition in the company's history, had lost its voice in the new "Our Signature" manifesto commercial. The company speaks clearly and with great confidence, however, in "Making a Difference One App at a Time," a 10-minute film by TBWA\Media Arts Lab that focuses on how third-party iOS apps can profoundly change people's lives.
Now, I initially assumed that such aspirational advertising, especially in a long-form outing, would veer into mawkish, tear-jerk territory. I was mistaken. The muted, documentary-style approach strikes the perfect tone, and "Making a Difference" says a whole lot without ever getting overly sentimental or offering pie-in-the-sky promises about making the world a better place.
"Making a Difference" both tells us why Apple's products are great and shows us that they are, introducing viewers to a range of people who use or develop vastly different apps that run on iPhones and iPads. We meet a nurse who uses the technology to make diagnoses in remote, rural areas of Kenya; an Olympic medal-winning amputee rower who programs her prosthetic legs; a Native American woman striving to keep the Cherokee language alive; and, most poignantly, a non-verbal youngster who finds his virtual voice and now talks to his family and friends via iPad every day.
In a way, these are small, intimate stories that gain considerable power (and a truly universal vibe) when woven together. Yet, the piece as a whole never feels forced or overblown. There's a cool, almost detached aspect to "Making a Difference"—achieved with lingering Steadicam shots, fluid editing and an elusive ambient soundtrack—that's analogous to Jonathan Ive's Apple product designs. His vision, at its best, is gorgeous yet restrained, evocative and efficient with all elements in harmony, and the same can be said for this film. It has great form but also function, with viewers learning quite a bit about iOS apps and feeling like we're part of the conversation.
Intriguingly, all four stories are ultimately about enabling and facilitating various types of communications. The apps—and, by extension, the Apple products they run on—are convincingly cast as high-tech translators. Working together, humans and machines create a new language of hope, change and deeper understanding.
Microsoft vents its inferiority complex with Apple yet again—by humiliating Siri—in this new spot from Crispin Porter + Bogusky, following a similar ad last month that got more than 5 million views on YouTube. The new spot compares Dell's XPS 10 tablet to the iPad. Microsoft is still smarting about the "Mac vs. PC" ads, to judge by the tone of these ads, which is a shame, because that Dell tablet looks cool enough to stand on its own. And if you think this is harsh, I wouldn't be surprised if future ads take potshots at the Sony Xperia after what happened at E3 this year.
A Apple já fez boas campanhas institucionais emotivas, mas nesse novo exemplo exageraram no açúcar. É claro que é indiscutível o impacto que a tecnologia tem na vidas das pessoas, mas discurso expositivo demais nunca é bom.
De qualquer forma, esse comercial tem um excelente ponto de partida. É um detalhe industrial, sempre notado pelos usuários da marca, mas que, até onde eu saiba, ainda não tinha sido utilizado pela Maçã em sua comunicação.
A Apple mostra no filme o que faz toda a diferença nos seus produtos, a assinatura: “Designed by Apple in California”.
Me parece um tom de resposta frente aos avanços que a concorrência tem feito. Quando os produtos perdem seus diferenciais e exclusividades, a mensagem volta a destacar onde eles são feitos. Fala muito com quem já é fã, e talvez atinja de leve quem afirma que “a Apple não inova mais”.
Espero ver essa abordagem sem aplicada de forma mais interessante no futuro. A criação é novamente da TBWA\Media Arts Lab.
Microsoft says a mouthful in this ad from Crispin Porter + Bogusky. And—surprise!—those words are spoken by Siri, Apple's voice assistant, from an iPad sitting next to a Windows 8 tablet. As the latter wordlessly flips through various features, Siri apologies for being unable to run those programs and perform the same functions. "I'm sorry, I don't update like that," she says. "I'm sorry, I can only do one thing at a time." I half expected a tax app to pop up on the tablet's screen and be greeted by an awkward silence from Siri. Maybe in the sequel. This is Microsoft's second spot in a week to deftly parody a rival's ad style (in this case, Apple's stylish minimalism), following its skewering of Google's Chrome browser. The tablet ad, which references the iPad mini's "Piano" spot from last October, is approaching 2 million views on YouTube in just a couple of days. There are some chatty personal assistants, like Indigo, available for Windows devices. But for my taste, the ultimate Microsoft PA voice would speak in measured, calm-yet-crazy cadences, providing sadly poignant commentary as the OS crashes into a sea of blue when its mind begins to go.
Depois do comercial que destacava o iPhone como a camera mais usada do mundo, a Apple lançou uma nova peça para lembrar de outro aspecto popular de seu gadget: a música.
O filme mostra diversas pessoas em diferentes situações ouvindo música no celular, assinando com: “Todos os dias, mais pessoas curtem música no iPhone do que em qualquer outro smartphone”.
Além do fato de lembrar a popularidade e influência de seu produto, é ainda mais importante destacar aqui como a Apple exibe a amplitude de seu público, sem foco em algum estereótipo ou target.
Se Apple e Samsung vivem disputando cada mínimo espaço de mercado nos bastidores, as campanhas publicitárias não escondem isso e colocam os próprios consumidores na briga. A galera de Cupertino pode até ter evitado o confronto em seus últimos comerciais, só apelando para o tom emocional e humano em seus iGadgets, porém, diversos filmes para o Galaxy da Samsung bateram diretamente na concorrente.
Os fãs de cada marca não perdem a oportunidade de cutucar uns aos outros, estabelecendo de vez quem são os principais times dessa rivalidade. E já que é quase impossível ver alguém como advogado do Windows Phone e/ou Nokia, ambas as empresas acabaram de entrar na roda como a turma do deixa disso. Bem, na verdade, querem é ver o circo pegar fogo.
Dirigido por Roman Coppola, o novo comercial do Windows Phone tira sarro dessa rixa, mostrando o bate-boca entre fanboys da Apple e Samsung durante o casamento. A contenda termina em porrada, não antes de exibir cada “argumento” comum de ambos os lados, assinando com: “Don’t fight. Switch to the Nokia Lumia 920 Windows Phone”
If smartphone advertising has a recurring theme, it's that the users of rival products are idiotic obsessives. Samsung made that point with its campaign poking fun at Apple fanboys. Now, Microsoft is making a similar point about both Apple and Samsung fans. The spot below for Windows Phone, from Crispin Porter + Bogusky and director Roman Coppola, takes place at a wedding, where half the crowd has iPhones and half has Galaxies. The bickering starts immediately, and soon escalates into a nasty brawl. A couple of attractive caterers, meanwhile, don't see what all the fuss is about. Can't we all just get along, and agree to buy Windows Phones? Of course, Microsoft would kill, or at least maim, for the kind of smartphone brand loyalty that the other two companies have. For now, the thinking seems to be, If you can't beat them, at least beat them up. And by the way—yes, unfortunately, Apple body tattoos do exist.
Credits below.
CREDITS Client: Microsoft Windows Phone Spot: "The Wedding" Agency: Crispin Porter + Bogusky Worldwide Chief Creative Officer: Rob Reilly Executive Creative Director: Dan Donovan Creative Directors: Dave Swartz, Dave Steinke, Bill Roden Art Director: Robbin Ingvarsson Copywriter: Waldemar Wegelin Executive Integrated Producer: Aaron Kovan Senior Integrated Producer: Laura Keseric Junior Integrated Producer: Mike Borell Production Company: Directors Bureau, Hollywood, Calif. Director: Roman Coppola Executive Producers (Production Company): Lisa Margulis, Elizabeth Minzes Producer (Production Company): Mary Livingston Postproduction: Method, Santa Monica, Calif. Editorial Company: NO6LA, Santa Monica, Calif. Executive Producer, Design: Crissy DeSimone Producer: Leslie Tabor Editor: Kevin Zimmerman Junior Music Producer: Chip Herter Group Account Director: Devin Reiter Content Management Supervisor: Lynn Harris Content Supervisor: Kelly Olech Content Managers: Casey Wilen, Andrea Cadloni Business Affairs: Katherine Graham Smith Group Planning Director: Jason De Turris Junior Cognitive Anthropologist: Tiffany Ahern
Sometimes Apple's demo spots for the iPhone are charming; other times they can feel cold. The recent ones, with the rapid-fire word jumbles and cheerleader-style chants, had an odd, rah-rah vibe to them, which came across as sterile (a danger within Apple's already minimalist environment of purely imagined space). Coincidentally or not, TBWA\Media Arts Lab goes all warm and fuzzy in its latest iPhone spot, "Photos Every Day," which leaves the stark white background behind and reenters the real world. With a quiet piano playing, the 60-second ad shows scene after scene of people using their iPhones to take photos—of their friends, of their family, of nature, of themselves. The spot subtly demonstrates some product features (cropping, zooming, taking panoramic shots) but mostly shows people, and lives being lived. Likewise, the voiceover at the end is broader than usual: "Every day, more photos are taken with the iPhone than any other camera." Apple doesn't often use this line of argument—that you should do something because everyone's doing it. (Through most of its history Apple said the opposite—that you should do something because no one's doing it.) But that's Apple now—no need to think different if the best product happens to be the market leader. And the evocative tone of the latest spot is striking a chord. It's the first Apple ad in a while to top 1 million views on YouTube. Credits below.
CREDITS Client: Apple Spot: "Photos Every Day" Agency: TBWA\Media Arts Lab Chief Creative Officer: Duncan Milner Executive Creative Director: Eric Grunbaum Group Creative Director: Chuck Monn Associate Creative Director, Art Director: Antoine Choussat Associate Creative Director, Copywriter: David Young Art Director: Anthony Williams Executive Producer: Eric Voegele Agency Producers: Perrin Rausch, Rob Saxon, Chris Shaw, Trang Huynh
Production Company: Epoch Films Director: Everynone
Editorial Company: Nomad Editing Editors: Jared Coller, Mike Benecke
Postproduction Company: The Mill Lead Flame Artist: Edward Black Colorist: Adam Scott
“No início de 2002, a Apple estava diante de um desafio. A conexão perfeita entre iPod, o software iTunes e o computador tornava fácil gerenciar a música que o usuário possuía. Mas, para obter novas músicas, ele precisava se aventurar fora desse ambiente acolhedor e ir comprar um CD ou baixar as músicas online. Essa última atividade significava normalmente fazer uma incursão nos domínios mal-assombrados do compartilhamento de arquivos e serviços de pirataria. Por isso, Jobs queria oferecer aos usuários do iPod uma maneira de baixar músicas que fosse simples, segura e legal.”
O trecho acima é o primeiro parágrafo do 30 º capítulo de Steve Jobs por Walter Isaacson. Em A iTunes Store – Eu sou o Flautista de Hamelin, o biógrafo narra os bastidores da criação da loja digital da Apple, o trabalho para convencer as principais gravadoras dos Estados Unidos a permitir a comercialização da música de seus acervos no serviço. Hoje, 10 anos depois, já foram vendidos mais de 40 bilhões de aplicativos, 25 bilhões de músicas e 1 bilhão de cursos e aulas. Estas informações fazem parte de A Decade of iTunes, uma timeline interativa que mostra a trajetória evolutiva dos produtos da Apple relacionados com o iTunes e relembra, também, os grandes destaques musicais de cada ano, com um top 10 das músicas e discos mais vendidos.
Para visualizar a timeline, basta clicar aqui. Para quem tem o iTunes instalado no computador, iPhone ou iPad, ele será iniciado automaticamente.
Independentemente se você é ou não um fanboy da Apple (no meu caso fangirl), vale explorar a timeline para relembrar o contexto no qual a iTunes Store sempre esteve inserida, e como a tecnologia e a música mudaram rapidamente em apenas 10 anos.
Depois de um bom tempo focando nos aplicativos, a Apple decidiu destacar outra função do iPhone 5: a camera.
A marca lembra que, diariamente, o iPhone tira mais fotos que qualquer outra camera no mundo. Contando as milhões de imagens de comida, claro. O novo comercial também não esquece o Instagram, mostrando o app sendo utilizado pelas pessoas.
Afin de célébrer le retour de la célèbre série TV « Mad Men », les équipes du site Shutterstock ont imaginé les équivalences entre notre époque et celle de la série. Un phénomène et un style graphique décrypté à travers plusieurs éléments, objets et personnages, le tout dans une comparaison entre les années 1960 et 2013.
A new startup called Rememberum, which gives people tools to create online memorials to their loved ones, has unveiled a promotional example for Steve Jobs—a site most notable for being wonderfully designed in the style of the original Mac OS interface. One of the developers, David Kelley, explains:
One of the primary goals of the design was to simulate the original Macintosh OS interface as closely as possible—this meant pixelated (pixel-perfect) graphics as well as some of the original functionality of the Macintosh, such as keyboard folder navigation and double-clicking. We separated key points in his life into groups of folders and individual files. The folders have keyboard navigation and it is possible to hold down CTRL to select multiple files to open. Each file opens as a 'textpad' file and can be moved and cascaded like any window. This, coupled with the keyboard navigation and small retro animations, helped to provide a more genuine experience of the original Macintosh computer.
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Post originalmente publicado no Brainstorm #9
