A New Voice For Apple?

I've seen this iPad commercial the last few nights. I can't help but feel like it's just not Apple. I get that the iPad is a different experience than the iPhone or a laptop, but it's still an Apple product. To me, the tone of this spot feels more like a commercial for a Ford F150 than the Apple iPad.

Am I off here? What do you think?

On another note, surprised (but not too much) to see that Apple turned off the comments to this commercial on the YouTube page for it...

Comments

[jomo]

Homage to to the Newton: http://tech.fortune.cnn.com/2010/05/13/ipad-ad-apples-homage-to-the-newton/

[Tim Brunelle]

Paul,

The reason you feel this commercial is "just not Apple," is because of Apple's only-recent consistency in how it markets the iPhone/Pad/Pod on TV. Essentially, this spot acts like a full page 3GS iPhone newspaper style ad, cut into :30s.

And it makes sense, if you allow a brand to appeal both emotionally and rationally in the same medium. Spots like this remind me of Anheuser-Busch's practice of airing comedy spots for Bud Lite followed by serious corporate spots starring August III -- often on the same TV program.

This spot isn't a "commercial" in the artistic sense, like other "i" ads from Apple. This is propaganda, albeit well made propaganda starring the vocal stylings of Peter Coyote.

Sometimes a brand needs both advertising and propaganda operating in the marketplace at the same time.

Rock on,

Tim

[Matt J McDonald]

I'm with Tim in that I understand that they're trying to hit some different notes with this, but at the same time it does feel a little jarring, if that's the right word.

I think it would be less noteworthy if Apple didn't do everything in it's power to convey it's monolithic brand image/message. Everything including their products, packaging, stores and web design reflects the same positioning and this is a notable departure.

Not that it's a bad idea, per se, but it does take away from their typical laser-focused messaging.

[Rob @ Cynic]

I'm with you Paul. It's tone is more hardsell than their other ads ... where the big talking is left to Jobs at the Mac conferences.

It's also an ad that still doesn't simply define what the core products benefit/purpose is.

Thin? THIN? Almost as bad as when they said the 3g iPhone was more fun.

Guess this is what happens your focus becomes money rather than earning money as a byproduct of brilliance.

[Rob @ Cynic]

And the voiceover is terrible.

I just played it my creative partner (who worked for and at Apple) and he said it's missing Apple's usual "grace & pace". To be honest I'm not exactly sure what he means by that but somehow it seems right as well.

[Rob]

Yeah, this ad feels so assertive...or almost defensive, like they're tired of people saying the iPad is a pointless toy and they've come to set the record straight. If you listen to the music in the background and compare it to songs chosen for iPod and iPhone ads, I think that's a big part of the difference (http://is.gd/c9z1Y). And then the rest of it is the narrator's voice...he sounds like he's trying to convince rather than share. For me, the tone of iPhone ads has always been more of a casual "Hey, check this out."

[@scotRcrawford]

Coyote's voice is wonderful in general. But I think you're right that in this production it feels like wearing Wingtips on Casual Friday. Easy fix. So I'll shut up now.

[Elizabeth Talerman]

Visually this feels like apple to me but I agree with Rob (or rather his creative partner) that the grace and pace are missing.

I do believe that as Apple expands it's audience, part of the role of the brand will be to illuminate and elucidate. And this ad is an attempt to do that. While those of us in the Apple family may bristle at such attempts, those who are not already evangelical may need a bit more than evocative music and visuals that set a mood.

In the case of the iPad, I've heard many question why we'd need another gadget? An in-between thing, neither fish (phone) nor fowl (laptop). And while much of Apple's human experience design is intuitive, the need for another electronic thing to tote around is not.

So here's to hoping as this brand grows it's base, they manufacture messaging that gets better as it helps folks see the function (not just the form) of its tools.

[Dave Allen]

I understand where Apple is going with this, I just don't understand the horrible rock song and Peter Coyote doing the "gruff guy" thing. Here's a good example of Coyote just speaking...

http://www.youtube.com/watch?v=1gJ43sReByo (he starts :15 secs in)

[Rob]

What would happen if Apple aired a silent commercial showing the features of product(x) in a straightforward manner... That would grab my attention much more than any F150 or Droid commercial ever could.

[Jimmy Gilmore]

Feels more like a press release than advertising.

BTW propaganda can be artful. Remember all that great Soviet design? Or what about the WPA stuff? Diego Rivera?

[Leland M]

I was jarred when they called it a 'revolution.'

That's more than a bit amateurish.

Adding heroism to the commercial took it out of the product, for me.

[Adam]

The challenge is selling a 'toy' to serious/skeptical PC people and those folks are used to being *sold* to – so that's what the ad HAS to do, in tone (brazen/braggy) and in body language (muscular: fast, sharp, determined movements and edits).

[Shawnrstewart]

I agree with you Paul. It feels a bit heavy handed. I agree with Leland above, the 'revolution' comment really struck me—like a significantly off note in a piano recital.

It also feels like a dead end. The tone is not expansive, it screams... we've arrived. It is very end of the line declarative, rather than open ended, what's next—despite the voice over saying 'it's only just begun.'

[PeterChurch]

'Thin' is very important. When the iFad ends up in a drawer, it won't take up much space.

[jason]

agree with you, paul. it's off. apple has been more of a device for the people and let's them do with it what they want. with itunes and the ipod, they were very expressive and emotional without bragging or gloating—it was just cool and the product kicked ass. so what's changed? the ipad is the same. it totally kicks ass yet they feel the need to take a world domination approach to promote it. they forgot to play it cool. whoops.

[Ian Mitchell]

For me it's way off what I would expect from Apple, where is the wit, where is the personality? They may not be targeting existing apple disciples, but ads like this erode the brand. You could argue that the brand is increasingly bound up with the products, but this approach is without any uniqueness and charm. Apple may now be the worlds biggest computer/IT brand, and through it's product innovation may be in this position for years to come, but it stands a far better chance if it retains its personaity and way of talking.