By Christian Zibreg on Jul 18, 2014
Last night, the online retail giant Amazon has begun airing the first television commercial for its Fire smartphone ahead of its debut next Friday in the United States.
Rather than take jabs at competitors as Amazon did with its launch ads for the Fire tablets, the Fire Phone commercial instead zeroes in on the fact that it comes with a full year of Prime membership, bundled free of charge.
It’s a major selling point which cleverly takes advantage of Amazon’s diverse interests in digital media and its continuos focus on undercutting the value proposition of its rivals… Read More
By Christian Zibreg on Jul 14, 2014
Gossip along Madison Avenue is growing more fluent about Apple tiring of its longtime ad agency TBWA Media Labs over a series of disappointing ads. The client-agency relationship is said to have deteriorated to the point where the iPhone maker ostensibly appears on the brink of putting its ad account up for a formal review and firing the ad agency after 30 years of fruitful collaboration.
The rumor arrives just as Apple has found itself under fire from Samsung, which aired the snarky ‘Wall Huggers’ ad last week to paint the iPhone users as mindless zombies who huddle around power outlets trying to charge up their devices.
The New York Post asserted Monday, without mentioning sources, that Apple and TBWA are at the break-up point. TBWA is a unit of Omnicom Group, the world’s largest advertising agency holding company. Apple, the story goes, also appears ready to look to music mogul Jimmy Iovine, now an Apple employee following the $3 billion Beats buy, to help it “regain its marketing mojo”… Read More
By Christian Zibreg on Jul 3, 2014
Samsung’s marketing department is no stranger to Apple-bashing and its most recent advertisement for the Galaxy S5 flagship proves the point.
Titled ‘Wall Huggers’, it depicts iPhone users in a series of everyday situations with a recurring theme being them chained to a wall socket. “There they are,” the voiceover opens the 60-second commercial.
“Clustered around power outlets, recycling bins and bathrooms, tethered to the wall.” The ad is embedded for your viewing pleasure right after the break… Read More
By Christian Zibreg on Jul 1, 2014
Ace Metrix’s ad-watching data compiled by Bloomberg has revealed that Apple’s in-house advertisements are scoring lower than those created by its long-time ad agency, TBWA\Media Arts Labs. This includes Apple’s TBWA-produced iPhone 5s television campaigns such as ‘Gigantic’ and ‘From the Heart’.
Small wonder, then, that Apple has decided to use various motifs from these successful commercials inside its retail stores, starting with the installation of the brand new backlit wall graphics at select locations… Read More
By Joe Rossignol on Jun 26, 2014
Apple and Samsung continue to fight for supremacy as the top consumer electronics maker in the United States, and the latter has a new move up its sleeves to help thwart its competitor. Beginning in July, the South Korean handset maker will be kicking off a 21-day trial program that allows customers to test drive select smartphones, tablets and smart watches from its product lineup.
After quietly launching the trial program in Manhattan last month, Samsung will be extending the offer to Dallas, Houston, Los Angeles and Santa Clara. The devices available to test drive are the Galaxy S5 and Note III smartphones, the Gear smart watch and the Gear Fit fitness tracker. Prospective buyers can test the devices on different carriers, with Samsung compensating the wireless costs. A refundable deposit of $350 must be made beforehand… Read More
By Christian Zibreg on Jun 16, 2014
After posting a five-minute World Cup commercial – basically an ode to soccer, its headphones and the iPhone 5s – Beats on Monday released a shorter version of the “The Game Before The Game” ad.
Titled “Jay Z + Beats by Dre Jungle Remix”, it features a remix of “Jungle”, a song born out of the collaboration between Jay Z, X Ambassadaros and Jamie N Commons. Check it out after the break and tell us what you think in the comments… Read More
By Christian Zibreg on Jun 13, 2014
Looks like Tim Cook wasn’t joking when he told The Financial Times Apple would keep alive Beats Music apps for Android and Windows Phone platforms. Keep in mind that Cook made that promise after Apple snapped up Beats’ streaming-music service, headphones, brand and talent in a $3 billion transaction.
Indeed, Beats has now issued an update to its Android client, the first refresh post-acquisition. But that’s not all: it seems Beats will continue to feature Samsung endorser and Miami Heat cager LeBron James in future advertising… Read More
By Joe Rossignol on Jun 10, 2014
Following a report last week claiming that Apple is shifting more of its TV advertising in house, Ad Age has taken an extensive look at the company’s new marketing strategies. To regain its edge amid tough competition, Apple has been working hard on assembling an in-house creative team that will eventually number 1000 employees. The company is going after some of the top advertising talent, even poaching executives from its longtime partner TBWA/Media Arts Lab.
Apple now employs the controversial tactic of pitting TBWA against its internal team, siding with whoever comes up with the best creative ideas and running with it. The in-house team has already won at least a few campaigns, including an ad for the iPad Air last year showing off the thinness of the tablet. The internal team was also behind another iPad Air called Your Verse, featuring American actor Robin Williams… Read More
By Christian Zibreg on Jun 5, 2014
Yesterday evening, Apple began airing a new iPhone 5s television commercial under the now familiar ‘You’re More Powerful Than You Think’ tagline. The nicely done upbeat commercial focuses on seven popular fitness apps and accessories to suggest that “hey, we’ve already got wearables!”
Like the previous ‘Powerful’ spot which came with a special webpage highlighting all of the featured apps, Apple has now listed the apps used in the ‘Strength’ commercial… Read More
By Cody Lee on May 25, 2014
Apple has posted two new stories to its ongoing ‘Your Verse’ iPad campaign this weekend: one featuring Finnish conductor and composer Esa-Pekka Salonen, and one involving famed traveler and writer Chérie King.
Like previous ‘Your Verse’ spots, the stories serve as answers to the question posed in Apple’s ‘What Will Your Verse Be‘ advert, promoting the idea that the iPad can be used for both content consumption and creation… Read More
By Cody Lee on May 21, 2014
It seems like every couple of weeks, a new study comes out telling us who the most valuable brand in the world is based on various metrics. The winner changes from time to time, but I’d guess more times than not in recent years, it’s been Apple.
That’s not that case, however in the latest study. Marketing research firm Millward Brown is out with its annual BrandZ study this morning, and after sitting at the top for 3 years in a row, the iPad-maker has been usurped by Google for the #1 spot… Read More
By Christian Zibreg on May 16, 2014
Microsoft-owned Nokia earlier this week announced its first Windows Phone 8.1 handset, the Lumia 630, with sales starting in Asia this week, followed by Europe and the United States.
In promoting the low-to-mid-range smartphone, Microsoft and Nokia put together a commercial sporting Finnish goalkeeper and Trick Shot master Lassi Hurskainen who shows how to do a smartphone switch with a football.
And some of the handsets flying out of people’s hands seemingly resemble a certain iconic smartphone from a certain California company. Have a look at the video included after the break and meet us in comments… Read More
By Christian Zibreg on May 15, 2014
Luxury car maker Bentley has commissioned a short documentary film to promote its $300,000 Mulsanne.
The black and white footage was captured entirely on an iPhone 5s and edited in the back of a Mulsanne on an iPad Air outfitted with a thin keyboard attachment.
Entitled ‘Intelligent Details’ and filmed in the Bentley Mulsanne in New York, the video shows various design aspects of the car before revealing a behind-the-scenes of the entire process of capturing the footage. The team used specialized iPhone lenses and mounts to capture raw material, which was then editer on Apple’s tablet in iMovie…. Read More
By Christian Zibreg on May 7, 2014
Apple’s longtime PR boss, Katie Cotton, is set to retire after spending eighteen years with the company. As Apple’s Vice President of Worldwide Corporate Communications, Cotton managed Apple’s media relations and handled all public relations matters under both Apple co-founder Steve Jobs and current CEO Tim Cook.
Her retirement was first reported by Re/code. An Apple spokesman said Cotton was leaving because she had wanted to spend more time with her family “for some time now”… Read More
By Cody Lee on May 2, 2014
Historically, Apple has spent far less than Samsung and other competitors on stuff like marketing and advertising. Things like product placements and celebrity endorsements came easily for devices like the iPhone and iPad, due to their initial popularity and slight competition.
But competition has stiffened over the years, and with Samsung forking out millions of dollars to get its products into the hands of Lebron James and selfie-taking celebrities, Apple needs to step up its game. So it’s looking for a new ‘Buzz Marketing Manager’ to give it a boost… Read More
By Christian Zibreg on Apr 30, 2014
Yesterday, four new feature tour videos cropped up on the Samsung Mobile USA channel on YouTube, showcasing the handset’s full HD Super AMOLED screen, the selective camera focus feature, its ultra-power saving mode and the bundled S Health app. Unlike some of the conglomerate’s previous promotional videos, these clips do a good job explaining how the four aforementioned features enhance experience for the user.
However, Samsung being Samsung meant the firm couldn’t resist comparing its flagship to Apple’s iPhone 5s in terms of the display size, image quality and pixel count. I’ve included that clip, along with the remaining three videos, after the jump… Read More
By Christian Zibreg on Apr 28, 2014
Following Microsoft’s finalized acquisition of Nokia’s Devices and Services unit last week, 25,000 Nokia employees get to join the Windows giant today. To celebrate the merger, the Windows giant has just published its very first Nokia television commercial with Microsoft branding.
Windows Phone often gets relegated to the Others category in global smartphone surveys: currently, it’s a distant third, after Android and iOS. The new ad, entitled ‘Not Like Everybody Else,’ plays on Microsoft’s underdog status by promising a bunch of colorful smartphones and tablets that should draw attention and make heads turn… Read More
By Christian Zibreg on Apr 23, 2014
Want to know what apps Apple featured in its latest iPhone 5s ad titled ‘Powerful’, which started airing last evening? The 30-second commercial suggests that “with the power of iPhone 5s, you’re more powerful than you think” by highlighting a number of content creation use cases involving a bunch of third-party apps found on the App Store.
If you’ve seen the ad, chances are you’ve spotted a scene in which some guy uses the iPhone’s flash as a heart rate monitor, but what about all the other apps?
That’s what a new section on Apple’s website is for. Titled ‘Powerful’, the new microsite is solely created with the purpose of exploring the apps from the commercial… Read More
By Cody Lee on Apr 22, 2014
Apple has this evening posted a new TV commercial for the iPhone 5s to its YouTube channel. The ad, which was spotted airing during tonight’s episode of ABC’s ‘Agents of SHIELD,’ touts the handset’s ability to morph into a useful tool for people in various lines of work.
Set to the tune of ”Gigantic,” by the Pixies, the spot shows iPhone 5s owners using the device to do things like play music, control stage lighting in a theater, create short movies, create art installations and more. The tagline of the ad is ‘You’re more powerful than you think.’ Read More
By Christian Zibreg on Apr 17, 2014
Micro-blogging platform Twitter on Thursday announced a full suite of targeting, creative and measurement tools that enable Twitter advertisers to promote their mobile apps, both on and off-Twitter.
One particular native ad unit takes advantage of Twitter Cards and Promoted Tweets technologies to allow users to easily install and engage with apps, directly from their Twitter timeline.
Currently, tapping an App Store link in a tweet in Twitter’s free iPhone and iPad application opens the link in an in-app browser which then redirects the request to the App Store app. Direct app installs from Twitter timelines is limited to this new ad unit and it’s not clear if Twitter plans on enabling the feature for common app store links in people’s tweets… Read More