Comments on: In Case You Missed It…

By: vanni

vanni — Tue, 27 Feb 2007 15:52:53 +0000

Hello!! Yo Ho! Ciao! Allo! oh yeah we heard…. Hello the iPhone is coming. very subtle. very Apple. Their classic kind of advertising. Probably done by ad agency Chiat Day Hello!….

By: Heather

Heather — Tue, 27 Feb 2007 14:50:16 +0000

I missed it running during the Oscars, but I think that it was a very appropriate program to launch the ad during. By the way, I think that “understated” will be a new trend in advertising. People are moving away from the overwhelm me feel to a simpler one.

This video is still a great example of Apple’s clean understated becoming something that it’s not. It’s a parody, but you’ll get the point.

By: sebey

sebey — Tue, 27 Feb 2007 13:25:52 +0000

I agree with the article it was not “apple” like at all

By: Jason

Jason — Mon, 26 Feb 2007 23:23:44 +0000

I liked it as well. It reminded me of their first Apple commercial in a way. That first commercial basically announced to the world, “We’re Apple and some big things are coming”. I got the same feeling from the “Hello” commercial.

It was definitely a targeted placement. Paying homage to the Oscars and the audience that was watching them. I think it is safe to say, that is not their typical demographic.

I don’t expect to see “Hello” anywhere else other than online. I believe it is probably retired, just like the original Apple commercial from ’84. What I expect we’ll see next is the beginning of the true campaign. The “coolness” will be back and they’ll be back to targeting their true demo.

The Apple marketing department will no doubt come through, yet again.

By: itsanaddams

itsanaddams — Mon, 26 Feb 2007 22:55:18 +0000

I liked it too. Understated teaser, making people wonder where it’s all going. Reminds me of the AT&T mLife commercials from a few years ago. Got us talking and wondering. I like the subtle branding thing.

By: sedated

sedated — Mon, 26 Feb 2007 22:55:09 +0000

I think it was intentionally understated. I also think it was paying homage to the original Mac with the tag “Hello”. It ties in with the whole “the first 30 years were only the beginning” theme as well as the show it was airing alongside. We are still roughly 3 months to launch and I expect there will be a massive push when it comes time for the launch.

By: Erik

Erik — Mon, 26 Feb 2007 21:24:41 +0000

I liked it. It was a teaser – just enough to pique curiosity and remind people that the iPhone is coming this summer. Based on the wild speculation we’ve seen about how well this feature or that feature will function, and whether the iPhone will be worth the price, I’d say Apple is smart to play it low-key with the non-Gizmodo/Digg crowd.

The medium is also important. Effective TV marketing is about eliciting an emotional reaction. Getting into the details of the product kills that reaction.