Apple SMH spread slightly “desperate”

Apple SMH spread slightly “desperate”

Apple’s double page spread at the front of today’s Sydney Morning Herald has been deemed a little confusing and slightly desperate, according to one creative.

B&T Magazine
Posted by B&T Magazine

The SMH ad, created by TBWA\Media Arts Lab, runs across pages two and three and features a woman in a car smiling with an iPhone in her hand. Text runs down the side outlining what the Apple brand stands for, beginning with “This is it.” and ending with “This is our signature. And it means everything." A tagline beneath reads: "Designed by Apple in California"

Duncan Harriss of LimeHouse creative claimed the ad was at least “interesting”, but somewhat confusing at first glance.

“It does make you consider what they’re trying to say, but it also feels a bit desperate and reactionary to some of Apple bashing going on recently,” he told B&T. “The brand is normally much more confident in the way they go about their advertising.

"It might also appear quite cryptic to some people."

The Australian Financial Review ran a similar two page Apple ad in yesterday's edition. Last month Apple launched ‘Intention’ to coincide with its Worldwide Developer Conference.

So adland, what do you make of the ad?