"Product As Hero" Ads
Firstly, I would like to say congratulations the The Verge. I thought their live coverage of the Apple vs Samsung trial was really great. Anyway, something in Phil Schiller's testimony caught my attention. He said Apple has a code name for their Ads, this is known as the 'Product As Hero.' I thought this was very fasinating and truly defines what Apple's commericial is all about. In the recent commercials Apple's hierarchy has clearly deviated from this path. The Verge had a nice post criticising these commercials and rightly so in my opinion.
However, it was only after seeing the Phil Schiller quote that it finally hit me what was seriously wrong about these commercials. The 'Product Wasn't The Hero' it was this weird genius guy! I personally, don't think Steve would have let these commercials out had he been around. I've read comments that these ads were not for techies, but for 'the average Joes.' Seriously! There is no need for Apple to do two tier Ads, one for techies and another for others. Apple should be doing what they do best. Producing great Ads for everyone with the 'Product As Hero'.
Here is a list of commercials with the 'Product As Hero':
Here are two commercials with the silly 'Genius Guy As Hero':
I'm sure someone can point out commercials from Apple over the years where the 'Product Wasn't The Hero'. However, the 'Product As Hero' marketing strategy has given Apple huge success recently. I hope Apple goes back to making great ads with the 'Product As Hero', not these rubbish.