Many products launch themselves very much like an investment banker launching himself at a party. They strut in, chin up, determined to tell everyone how great they are in as loud a voice as possible. Somehow, they feel, everyone will hear, whether they like it or not.
Apple tends not to follow that principle. It doesn't create noise. It creates intrigue. It makes people feel positive--even, sometimes, against their better judgment. Since the very earliest days of its advertising, it has worked very hard at the art of being charming. It knows how to turn up at the party and say hello. It offers a bon mot here and a smile there, until by the end of the evening, it has won over many.
If Apple were a politician, it would win quite a few elections (it wouldn't get involved in extramarital affairs in Buenos Aires, either).
Rumors are suggesting that Apple's latest attempt to influence our behavior and tickle us with the lightest of hands, the iPad, will be available at the end of this month.
Which means advertising, and probably quite of lot of it. Some say the ads will launch March 15. What might they look like? Well, yet another rumor has suggested that Apple shot one of its new iPad spots in a California diner called Jax on the Tracks.
This, if true, is interesting in itself, as it suggests that this campaign might actually involve people. More than just their hands, I mean. … Read more