iPad 03: The Big Idea

The big idea for this campaign is about changing the way that people look at personal computing. It’s not about Lap tops or desktops or even tablets. It’s about experiencing the things that you love, the parts of your life in this new age of technology and innovation in a way that not only makes things easier for you, but allows you to experience them better. “The idea distinguishes a brand, endears it to the consumer, and motivates the consumer to run out and buy the brand or act on behalf of a social cause.” (Landa, p. 67) The idea is life, and all the ways that the elements of life people enjoy in a certain way can be changed to enjoy even better, and make their lives even better as well.

Change rocks. This implies a number of things relevant to the consumer. One, the idea of learning something new is not scary as most people consider it to be, especially when it comes to computer products and emerging technologies. Two, not only is change not scary, but it’s fun, interesting, and life altering in the best possible way. And three, the additional line “re-learn…everything” suggests a positive attitude towards having to relearn how you live certain parts of your life. “If you think of yourself as a general in the armed forces, then the strategy is your tactical scheme, your overarching approach to advertising a brand or social cause. It’s your plan for action.” (Landa, p. 58) This is the overall theme or strategy of this campaign. Connecting with our customers based on the understanding of change, and using it in the most effective and enjoyable way possible to make your life better.

The statement of this ad has already been addressed: Change rocks.“When something is emphatically stated, we tend to believe it.” (Landa, p. 93) This ad is further directed at the consumer in order to make them believe and connect with the product, to give them emotional investment in it, even before they buy. The iPad touches upon what a large portion of the U.S. consider to be important in the living of their personal lives. “Our tendency to form mental connections between brands and memories is what this category of ads [Association] can bank on, encouraging emotional bonds between the consumer and the brand.” (Landa, p. 119) This ad allows our consumers, and the consumers of the future, to form that personal bond with the product and begin that ever-important association between many of the things that are important in their lives and bring them joy and with life itself. “From every ad, a reader tries to glean information. If an ad does not have a visual hierarchy, then the reader will have a very difficult time getting information, and will probably give up trying.” (Landa, p. 130)