In the new iPhone ad a finger glides from 'Duffy' to a playlist entitled 'Dinner Party'
People in advertising think human beings evolve in one way: from the pitifully aspirational to the sickeningly smug. Take Apple's latest iPhone's latest ads. After these, I'd defy even those black polo-neck jumpered types who put down "Apple" as their religion on the census form not to take a long, sober look at themselves ? and the little black thing they're never without ? and reconsider. As someone bashes insouciantly away on a piano ? or is it a piano app? ? a voiceover extols the qualities of the iPhone, including the literature you can download (for those who find squinting at a handheld device a much better way of reading books than those cumbersome old paperbacks with their hard-to-turn pages), apps and music, all via iTunes. A finger glides across the screen scrolling from "Duffy" to a playlist entitled "Dinner Party", because, of course, that's the sort of person we all aspire to be. Then, the punchline: "If you don't have an iPhone, well ? you don't have an iPhone." Note the way the "well" hangs there for just a second, for you to fill in yourself, mentally. With what? How about, "Well ? you've probably got another phone that does all the things an iPhone does, and has a better camera, and actually functions better as an actual phone"? Wrong. More like, "If you don't have an iPhone, well ? you're nothing. You are disconnected from the Matrix of Cool. You are a wretched, luddite, troglodyte, agrarian, socially irredeemable warty slug. You will never have a dinner party and you'll never listen to Duffy." But ? hey! ? if you do have an iPhone, then none of this applies. Well done.
Source: http://www.guardian.co.uk/tv-and-radio/2011/may/28/iphone-advert-duffy-hard-sell
advertising agencies advertisements advertising jobs internet advertising agency
No comments:
Post a Comment