Apple has taken a different direction from its usual advertising style, with a video free from the company’s products and celebrities.
Earlier this month Apple launched ‘Intention’ to coincide with its Worldwide Developer Conference. The animated spot, created by TBWA\Media Arts Lab, is a design manifesto.
It takes viewers through the company’s design process and what it takes for products to earn the ‘Designed by Apple in California’ stamp.
The first step, according to Apple is asking what they want people to feel (see the video below).
The actual television ad, why still attempting to be poetic, does however feature Apple products.
It borrows lines from the ‘Intention’ manifesto and still focuses on its ‘Designed by Apple’ stamp.
What do you think of the video and the ad? Leave your comment in the from below.
‘Intention’ credits: Agency: TBWA\Media Arts Lab CCO: Duncan Milner ECD: Eric Grunbaum, Steve Turner GCD: Chris Ribeiro, Drew Stalker CD: Ben Kay ACD/CW: Brooks Jackson, Deborah Casswell, Jane Atkinson Sr. AD: Pauline Kerleroux AD: Danny Duran Sr. CW: David Oswald, Damien Ruz√© CW: Zane Miller, Rob Goldenberg, Daniel Roznovjak, Mara Rizzetto, Juanjo Saldivar Executive Producer: Mike Refuerzo, Dan Heighes Agency Producers: Mallory Gordon, Ben Bragg, Stephanie Gocke, Tessa Kocourek, Jennifer Taylor, Charlotte Glennon, Lee Cameron Production/Animation Co: Buck Director: Buck
Please login with linkedin to comment
In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]
Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]
Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]
In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]