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Apple’s New iPad Campaign: ‘We Hear You’

Rene Ritchie, on a just-launched iPad commercial campaign:

“We Hear You”, Apple’s new iPad Pro campaign, reminded me immediately of “Get a Mac”, the classic series of ads that had John Hodgman as PC and Justin Long as Mac show how Windows pain points could be easily, often delightfully fixed simply by switching to a Mac.

A few thoughts:

  • At just 15 seconds each, these spots are tight, in a good way.
  • The target is clearly getting people to switch from Windows PCs to iPads.
  • Each spot shows the iPad in multitasking mode. Usually with something work-related on the left, and iMessage on the right.
  • They show Numbers in the first spot, but Microsoft Office apps (Word especially) are the primary examples of doing “work”.
  • I find it interesting that the framing for each spot is a tweet, printed out and held on screen as a poster.

Friday, 17 February 2017