It’s All About Perspective

Apple’s ad, titled “Misunderstood,” cleverly uses perspective to make it one of the best ads of the season. The ad depicts multiple generations of family together for Christmas. In the many scenes, they are all playing, laughing and interacting with each other, except for one teenage boy who is constantly on his iPhone. As someone who is a part of the tech-savvy generation Y, this is something that is far too familiar to me. It seems these days no one, including myself, can refrain from looking at their phone for more than five minutes. I was tinged with sadness as I watched him miss out on so many great moments and thought to myself that this was about to be the most depressing Christmas ad ever created.

Seconds before I was about to assume Apple has a heart of stone, the ad switched gears. As the family gathers in the living room the boy plugs his phone into the TV and a video starts to play. Here we see all the moments shown earlier in the ad, but this time they are from his perspective. We learn that instead of disregarding his family like we thought, the boy was recording everything. The family is visibly touched and the ad ends with them embracing each other.

This heartfelt ad was refreshing, among many things. In the age where technology is blamed for many of the downfalls of society, it is nice to see a powerhouse company like Apple remind us that it can also be used for good.

World Cup 2014

With exactly six months until the start of the World Cup, it seems advertisers in Brazil are getting restless. Advertisements have been running since the beginning of December that highlight Brazilian national pride. One such agency, interestingly enough named Africa, has produced a number of commercials for the games. In addition, many retailers are offering giveaways and promotions on certain products. For example, anyone who buys a Sony 4K TV by Christmas day will receive two tickets to one of the matches. Other companies include Johnson & Johnson and Coca-Cola. 

One of the biggest concerns that comes with events like these is ensuring only those who are official sponsors produce ads using the event logos. In this case, FIFA is the organization that is in charge of protecting the sponsors from their rule-breaking competitors. However, with six global partners, eight global sponsors and eight local supporters, this can get to be a lot. 

It will be interesting to see how the ads and giveaways evolve as we move closer to the start date. You can read the full article, including details of some of the commercials, at Ad Age: http://adage.com/article/global-news/world-cup-ads-runneth-months-early/245576/

Newcastle’s Cab Advertising

Newcastle just released their latest limited-edition Cabbie Black Ale beer last month. To promote it, they are offering to drive bar hoppers home under the condition that they advertise the product over a loudspeaker during the entire cab ride. The cabs are modeled after black British taxis and have the copy “Don’t be a wanker. Take a bloody cab.” painted on the back to extend the brand’s identity.

The promotion took place throughout Los Angeles and successfully delivered 54 buzzed individuals at their homes in one piece. Although there were 54 fewer [potential] DUIs that night, there were 67 noise complaints. It is undeniable that they got the word out about their product, but did they go too far in alerting the public? Regardless of the successes and failures of Newcastle’s promotion, one thing is for certain: the video is hilarious.

Watch it here at http://www.youtube.com/watch?v=PqMPRG3f5xc