Passion is at Apple’s core

https://www.youtube.com/watch?v=jiyIcz7wUH0

http://www.apple.com/your-verse/

Passion has never been in short supply for Apple advertisements.  And in the newest campaign produced by TBWA, the iPad is showcased as a piece of technology that exists not as a luxury item meant for consuming, but as a tool which can produce and ultimately move society forward. With the eloquent and soft narration from Robin Williams who quotes Walt Whitman during introduction, Apple’s latest iPad campaign intertwines the art of passionate poetry into the magically simplistic capacity in which the technology operates. The campaign is entitled “What will your verse be” and lives as an elaborate strategic marketing communication on Apple.com. The idea behind the emotional and impactful presentation of this campaign follows the traditional rhythm of focusing more on the user and their experience rather than the functionality of the product. Considering that the product they’re selling is essentially nothing more than a block of aluminum and glass, Apple capitalizes on the seemingly unlimited number of uses and environments it can be valuable in. The first installment of the campaign premiered during the NFL Playoffs in January 2014. The media planning could not have been strategized better as this years Playoffs drew over 55 million viewers and received the highest ratings since 1997 ( 28.5 rating / 44 share).  On Apple’s official You Tube page, the same installment of the advertisement has garnered 1.7 million views since its introduction. Subsequent pieces of the campaign have been trickling out on the You Tube page but have not come anywhere close in views as the first piece. The television campaign seems to act as a piece of collateral which ideally coerces viewers to visit the Apple website where the full campaign is beautifully presented. The idea behind the copy, “What will your verse be” is that individuals contribute in a poetic manner to the evolution and history of the human race. The campaign planners have been placing 30 second spots which highlight talented individuals who are using this new technology in revolutionary ways. Once viewers make their way over to the Apple website, they are greeted with the same copy, “What will your verse be” and have the choice to learn more about the people they saw a glimpse of on television. The individual pages are designed in a manner that provides visitors with the ability to be immersed into the technologically rich lives that these verse-contributing individuals lead.  While the website is fundamentally designed to sell product, links which direct to the store are not very prominent and are found at the bottom of the page. This style of page layout is indicative of Apple’s demeanor which is generally designed to encourage people to want to be part of the culture that their product offers rather than simply a customer only involved in a transaction. Considering the breadth of diversity in Apple’s user base, this campaign  is carefully crafted in a way that speaks to a broad audience in a manner that evokes passion, emotion, and ideally – spending.