Monday, March 17, 2008

We all have something to learn from Apple

Recently I've realized that I've become numb to most ads on TV. The constant barrage of car ads, skin care, cereal and household cleaners has me oblivious to the differences. Then there are the all too hip ads which feature perfectly chiseled men and women with some abstract message so weird that I can't even remember what they were advertising. Maybe a fragrance or clothing or a dating website... I really don't know.

But over the weekend I noted a really good ad. Apple's new MacBook "Air" commercial is very catchy. The ad is clean, smart and to the point. No glitz. It's just a very pleasant ad.

The simplistic commercial is complimented perfectly with a song called New Soul by Yael Naïm. Now normally, I’d be the last person to ask about contemporary music… which leads me to my point. Not only does Apple always remain ahead of the curve with its media, but is masterful in intertwining its channels together. I watched the commercial, logged onto the website, found the MacBook Air, and was offered to download the New Soul song from the ad - and iTunes if I didn’t already have it.

The takeaway? It’s important to disperse your advertising dollars among multiple platforms with a clear message. But what’s even more important is the connectivity and fluidity between them.

Labels: multichannel marketing, video

posted by martin stein at 9:26 AM   0 comments

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