Apple is an interesting brand. Originally marketed as the outcasts, the company for creatives and geeks are wholly revered as a sleek design-focused powerhouse.
Some of the recent ads they’ve been putting out lately, a series called “___ Everyday” (to be replaced with music, photos, and facetime) have stuck in my mind for what I’m referring to as “emotive branding”.
What’s been so fascinating to me is how these montage ads don’t really show using the Apple product– they’re focussing on it mid-use. They also don’t really show the Apple logo, it’s a subtle shimmer of light across a few frames– spread seconds apart. There’s no voice-over narration, just light-hearded music.
The ad solely focuses on the experience of use– the opportunity for human connection through the portal of facetime. I’m not a big Apple guru by any means, I happily traded in my iPhone 4 for a Samsung, but I do really love this approach to branding. Showing opportunity to have emotional experiences the main focus creates such a strong bond between the phone and the user; if only to provide the exact same sense of freedom from seeing a sexy dress on a thinner mannequin: “Maybe this could be me.”
You see such a wide range of scope in terms of ages, demographics, languages and cultures, gender,and gender based experiences, milestones, and moments. It’s a poem in the form of a 1 minute long advertisement, and this is how Apple is successful. It’s not just simply the clean minimal design, it’s the ability to have clean minimal design when the emotional experience of the product is what’s being sold.
Apple provides the background, and the viewer/user provides their personal details seamlessly. It’s an incredibly strong branding device, and a really beautiful way to sell electronics, but it still won’t get me to go back to an iPhone.