If any company knows how to make a commercial, or any kind of ad for that matter, its Apple Inc. Commercial after commercial, they never cease to amaze through simplicity.
This is a perfect example of a commercial that doesn’t need narration to aid it in getting its message across. It shows the service of iCloud through Apple’s various devices and how simply this technology really is. When I watched the keynote on iCloud being introduced I was a bit confused but once they showed the graphic, the same graphic shown in the first couple seconds of this ad, it clicked and made perfect sense to me. That is where this commercial excelled, anyone can understand this service just by watching and not needing to listen to any language.
Since they opted to not have any narration, which was a good move on Apple’s part, they had to choose a great song to fill the air. As with all their previous ads, with exception to only a few, they managed to incorporate an amazing and simple song to benefit the service that was being presented. The beat went perfectly with the photos popping up on the devices and the change of scenes. The song allows the viewer to focus less on the song, due to the lack of singing, and focus more on the video that is accompanying it. Video that is vital to this ads success.
Another great thing that Apple does is showing how a potential customer can use their products and services in their daily lives. I can see myself taking a picture of a cousin who is playing in the snow and I can imagine the look on my aunt and uncles faces when they see the picture pop up on their iPad while sitting across the country. I don’t feel that I would have to adapt my life around this new device, it will adapt to my life and I feel that that message is clearly shown in this commercial.
After watching as many commercials as we do each day we will notice a pattern show up. I would venture to say that at least 95% of commercials on Tv have an ending slide that sums up their product or service and tells us how to buy it. All car commercials have it showing the price of the car and Apple has used it in their ads for the past 10+ years. They use this last slide perfectly by reiterating how simple and perfect this service is. The user doesn’t have to do anything but enable it and then use the device while iCloud does the rest of the work. Those three words complete this commercial.
Yet again, Apple has done it again with an amazing ad that informs and delights anyone who watches it, which is why I am giving this commercial a 9 out of 10. The only thing keeping me from giving it a 10 is that this series will start to get old soon and I feel that I have seen this commercial before. I feel they need to spice it up a bit just like they did with the silhouettes when they were advertising iTunes. With that said, it was a classic Apple commercial that was satisfying.
-Adam
