Shot on iPhone 6

The advertisements by Apple are not just ads, they are also user manuals

Most of you reading this must have encountered the headline as a photo caption to life-size posters of beautifully clicked images at major landmarks of the city. Remember the Mac v/s PC campaign we talked about in the previous column? Well, just like the numerous brilliant ad campaigns by Apple, this one too takes the cake.

It would be interesting to note that Apple is ‘officially’ the biggest brand on earth. And it is Apple’s clever advertising and stint marketing that has fuelled its journey to the sky. As of July, the brand is valued at $741.8 billion; huge, isn’t it? Over the years, its effective and relevant advertising has resulted in the creation of some especially outstanding commercials. So let’s peek into some of the best advertising and marketing campaigns of the best brand.

iPad - Make a film with iPad

This commercial of Apple debuted at the 2015 Oscars. The advertisement, which was uploaded on YouTube five months before the event, has 2,525,103 clicks. It features amateur filmmakers using the Apple iPad Air 2 for their film projects. The narrative of the advertisement persuades people and creates a will among people to go to Aptronix and purchase the gadget.

Just like any other thing, even advertisements with good research and insight end up being successful. The narration of the iPad commercial was derived from a speech delivered by Academy Award-winning director Martin Scorsese to the NYU Tisch School of the Arts.

Apple’s advertisements are not only known for boasting about the product, but are also user manuals. The brand had come up with a special page exclusively for the making of the advertisement, where it highlighted the various Apple hardware and software tools that were used to create the commercial.

What will your verse be?

Our subconscious is largely influenced by things we have seen or heard in the past, and that’s one big acumen of Apple’s advertisements. The iPad TV spot with Martin Scorsese’s narration is not the first time Apple has derived its ads from a celebrity’s speech.

“We don't read and write poetry because it's cute. We read and write poetry because we are members of the human race. And the human race is filled with passion…That the powerful play goes on and you may contribute a verse. What will your verse be?”

Are you familiar with these beautiful lines? These lines from Robin Williams’ speech as an inspirational English teacher in the 1989 film ‘Dead Poets Society’ were highlighted in the iPad Air commercial, which ran in early 2014. The hit commercial gained more tenderness after Robin Williams’ suicide in August the same year.

Shot on iPhone 6

Coming back to the current ad campaign by Apple; the company’s international ‘Shot on iPhone 6’ campaign has gained immense popularity over time and has been successful in persuading potential customers and selling the gadget. In the campaign, Apple consistently boasts of the iPhone’s camera competences as being the best in its class, having a great effect. When the campaign kicked off, it claimed the handset to be the most popular camera and surfaced huge versions of select World Gallery images on billboards around the world.

The beautiful, sharp, colourful images you see on these billboards are mostly clicked by renowned photographers. And if you go back home and search for these images in the ‘Shot on iPhone 6’ website, it launched in March this year, you will notice that Apple explains the setting used in clicking picture, thereby carrying forward its legacy of being informative and having tutorials in its ads. The campaign has also moved from still images to small video clippings by adding a handful of films shot by users to its website.

By:Tushar Kalawatia