When iOS 7 beta was released in June this year, Apple also released a series of ads named “Designed by Apple in California”. This series presented a warm life with positive attitudes. However, it is reported that people were not interested in this series. It seems that customers who have loyalty to Apple prefer Apple’s well-design shape and powerful hardware. The accurate products themselves account. “Designed by Apple in California” looks just like an ordinary way to advertise.
So this time, when iPad Air came out, Apple turned back to what it is good at – succinctness. In the ad “Pencil”, Apple tries to persuade the audience that its product is light, widespread, and useful. Obviously, pencils are used by people everyday, everywhere, and Apple is telling the audience that iPad Air is the same as a pencil. I prefer the scenes in labs and in jungles, because they show how technology helps science develop. Of course, besides science, iPad Air can be used in many other ways. This point isn’t changed even in “Designed by Apple in California”, but “Pencil” presents it with more contrast.
It is known to all that iOS 7 is a flat design. So in “Pencil”, most frames aim at a table horizontally. One advantage is that iPad Air is well hidden behind the pencil, and the other is that it’s a flat frame, which is more interesting. Another feature of the frames is that they are simple, which is also a good connection to the company.
But I have to say that it is creative, but not impressive. Maybe I am already used to the fact that Apple is an original company, so that no matter what ad it releases, it won’t surprise me a lot. Maybe, also, people will keep buying Apple products no matter what ad they make.
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