Soul’s Ad of the Week: James Corden & Apple Deliver An Advertising Master Class.
I do love a good ad.
Last week, I wrote a piece voicing my concerns regarding Apple’s latest iPhone and its new and “improved” wireless headphones. It was strange to slander Apple, I mean, they do things so well, that’s documented, but I couldn’t help but see the obvious flaws associated with their new design. However, if they let me down last week, they’ve picked me up again this week.
No, it isn’t some new revolutionary product unfortunately, but,
I do love a good ad,
and their latest ad, with James Corden (If you don’t know who that is, I’m concerned, if so, watch this) is one of my favourites in recent memory.
It’s a clever ad by Apple, as it presents to two sides to their brand persona in such a way that is transparent enough for you to appreciate both. The Apple board members, focussed and critical, are all about functionality. They speak about performance, user experience, and design; that’s their primary goal. While the board members try to highlight to James the benefits of apple music, such as allowing you to pick “thousands of handpicked playlists, based on the music you love” or that you can listen to Apple Music offline on a plane (watch out Spotify), James throws back some ideas of his own.
Firstly, James suggests that a great advertisement would be him singing the songs of every artist. It is here that the ad immediately sells me, I mean, c’mon, James Corden as David Bowie is easily the funniest thing I’ve seen in some time; and I’m not easily impressed (wow, a blue car — Simpsons lovers will get that). We see James as Slash, ALL the Spice Girls, and much to the disappointment of Pharrell Williams, Pharrell Williams. I mean, he gives birth to Bieber who gives birth to Anthony Kiedis, the ideas are riddled with ridiculousness,
they push the boundaries, and that is exactly the persona Apple want the market to associate with them.
James Corden represents the side of Apple that is here to entertain and excite the user. Apple has always been about forward thinking, hell, those headphones I trashed last week are exactly that (I stand by it, they are impractical), and obsessed with innovation. Every great idea would have sounded outrageous when it was first pitched, but Apple don’t mind pitching those ideas, they want us to start thinking, and they want to be the ones to say I told you so when they come off.
This ad is more than some well earned laughs, it’s a reminder that Apple behind closed doors is working hard to give you the best functional user experience possible, but not at the expense of their creativity. With Google’s new smartphone being revealed early next month (I am super excited), this ad proves that Apple have not lost their marketing touch, and as their competition grows, their ability to respond and react will be as creative and outrageous as a chubby Englishmen diving into 40,000,000 apples.
Watch the ad here :