A very practical and to the point ad. The Re-learn everything ad hits the heart of everything that it needs to in order to capture greater market share amongst the emergence of new (and in some ways compelling) competition. “When an ad looks like a million other ads we’ve all seen, it’s a sure bet fewer people will care to pay attention to it.” (Landa, p. 143) This ad aims to separate itself from its would-be competitors by engaging the viewers on an emotional level that will likely not be pursued by the emerging competition, as their ads will focus on showing “attributes” and technical reasons from choosing their product over the iPad.
I will be honest and relate that at the time this ad was created Apple did in fact generate their own campaign much along a similar theme. However, this only means that the “re-learn everything” ad holds true in its idea of educating the public on the highlights of the many magnificent features of the iPad, without over explaining, or over selling. “Many clients and creatives believe that repetition is crucial and so tend to prefer “triplet” campaigns, whether in print, on TV, or digital; triplets make sure that the viewer immediately recognizes the brand message.” (Landa, p. 170) This ad is meant for repetition over different media and can be changed and adjusted to be used as a “triplet” campaign.
All in all this will be a successful campaign based on the facts that it will be providing the new customers with what they need to make an informed decision about purchasing a product such as an iPad. “It’s not that what you write has to be absolutely new---it just has to sound fresh, not predictable. It also has to sound as though you’re engaging in a natural conversation with the reader.” (Landa, p. 194) This campaign resonates with a freshness and message that will appeal to a large number of people and work well with the provided visuals and verbals to both educate and stimulate viewers into performing the primary purpose of advertising: selling the product.
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