Posts Tagged ‘apple’

The power of personality

January 13, 2014

A lot of catching up to do in the pre-Super Bowl quiet….

We’ll start today with this ad from a friend of mine. I usually try not to comment on videos when I know the folks involved, but this video is worth taking a few minutes out to watch.

What I appreciate about this video beside the clever presentations is that the personality of the candidate shines through. Now I’ve never met Daylin Leach, but I imagine he’s exactly like what I see here. The gimmicks in the video add to the authenticity of the final product presenting an image of an unrepentant liberal with boundless energy, someone who is serious but doesn’t take himself too seriously.

The other day, I was on a call and someone said, “Voters are looking for cues about a candidate.” I thought that was really insightful. Watch the video again — what cues do you get about Leach?

After three minutes you feel like you know him. Now, if you met him in person or watched him give a speech or already had an opinion of Leach and what you observed or thought doesn’t match with the video (in other words the video presents an inauthentic version of the candidate), that’s when campaigns get into trouble.  The other question is does Leach’s personality so evident here come across in the other aspects of his campaign?

In other words, can the campaign present a unified vision of itself to the public? Its a theme I’ve talked about before, ads are a great medium to communicate your message, emotion and personality, but its’ not enough to communicate it, the campaign or brand has to embody it too.

Personality is great, too often campaigns run from their candidates personality, offering a watered down version of what they think voters want (consumer brands do this too). But what voters (and consumers) want is authenticity, Apple is as extreme a brand identity as any mainstream brand, it seems to do well with buyers. This video is powered by personality, and that’s a good thing.

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It’s good to be the king…

June 12, 2013

When you’re the king, you don’t have to worry about the competition and go negative.

When you’re the king, you can talk about experience not features.

When you’re the king, you can make ads like this one from Apple:

I find the ad a little too on the nose for me (it’s giving me  a little too much 4 instead of 2+2, especially in the open). This is one of those odd ads that’s both on-message and on-emotion, but still somehow misses the mark for me. I love that they don’t talk about features or innovations, I love that they don’t throw a bunch of numbers, I love the scene with the couple on the bridge laughing and taking a picture. A good brand is about the experience of the person using it, all those other things either add to the experience or don’t, Apple totally gets that.

So why don’t I particularly like this ad or rather, why do I think this ad isn’t working as well as the sum of its parts?

Back to my first point they’re giving us 4, when they should be giving us 2+2. as my friend said, the ad is trying a little too hard. I love the concept and feel of the ad, but I think the copy isn’t as good as they think it is. Because the copy is framing all those other elements, the ad can’t quite rise above it. I find the ad interesting, but not sure it’s good, somehow it doesn’t add up to the sum of it’s parts.

The Message and the messenger

November 10, 2009

I try to keep my politics out of how I view an ad, and while I know that’s not really possible (our unconscious brains are constantly providing commentary on the world in the form of “feelings” that bubble up into consciousness), I at least try not to judge an ad on where its message falls on the political spectrum.

With this ad though it’s really tough.  Not sure why, but I hate this ad.  It’s an obvious parody of the Apple Mac/PC ads, but it’s a really bad parody.  It has none of the wit or whimsy that makes those ads so clever and cutting. In the original ads, the PC guy is likable, here m the Government run health care plan guy is especially annoying, and even the girl is annoying.  I don’t really find either of them likable at all. The acting is pretty weak too.

(Here’s a tip about actors, always find people who can act first, then worry about if they “look” the part.  I’ve seem more bad casting because someone who can’t act is given a part because they look like

But I worry, is it the message of the ad that rubs me the wrong way, or the messenger, the ad itself?  Am I just coming up with a rationale to make sense of my feeling of hate?

I don’t know (and probably can’t know without years of therapy), but bad execution really rubs me the wrong way, and this ad feels like they ripped off the form without really having an understanding of how it worked.  It has the rhythm of the original, the look (though it’s a pretty weak green screen floor), but it’s a little like listening to a schizophrenic talk, he uses real words, but put together they’re gibberish.

And on top of that it ends so abruptly.


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