![]() ![]() It just seems that the Apple was more focused on having fun than being (a) clear about the message, and (b) strategically brilliant. I repeat: I thought this ad was hugely enjoyable, on a scale most ads never reach. In fact, it has the lowest quality display of all new iPhones. By celebrating the amazing colors of iPhone XR in such a spectacular way, one would logically conclude that the XR display is the best Apple has to offer. Strategically, there’s a whole other issue. That’s an especially grievous failing, given the size, expense and importance of this effort. I don’t remember any ad in Apple history leading so many writers to totally miss the message. To remove all doubt, the subhead said the ad was “concentrating on the chassis colors buyers can choose from.” Internet and discovered that the ad had brought out the thickness in many Apple-savvy observers.īut, unlike me, who ultimately saw the light, many were drawing the absolutely wrong conclusion.Īpple Insider ran the headline Apple’s latest ad uses human ‘flood’ to sell iPhone XR colors. ![]() Once I got past that confusion, I felt incredibly thick. I suppose I was tainted by my prior knowledge that XR is the only iPhone that offers a choice of colors. I just wasn’t sure if it was about display quality or the color of the phone itself. Like any sighted person, I did get that the ad was about color. Color Flood actually has more serious issues. Since the Sony and Carlton Draught ads ran more than a decade ago, all charges must be dropped.īut hold on, Apple, we’re not done with you yet. We ad industry people might remember such things, but ordinary human beings do not. That is, it’s okay to artfully borrow from an ad that’s more than seven years old. Not so fast. I refer you to the teachings of my original mentor in the world of Apple advertising, Steve Hayden-creator of the 1984 Super Bowl commercial. Will prosecutors now bring charges against Apple in the imaginary Advertising Hall of Creative Justice? ![]()
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