There is an advertisement that was released in August of 2013, and is still playing on TV today, that has really grabbed my attention. The iPhone advertisement “FaceTime Every Day” is this ad and will be the focus of this critique. The advertisement was created by the global marketing service TBWA/Media Arts Lab, who actually has Apple as its core client, under the TBWA advertising agency network, located on Madison Avenue in New York City. TBWA/Media Arts Lab was launched in 2006 and “develops communication ideas that leverage all kinds of innovations. It is a place for experimentation for new ideas about connecting people with brands.” The one thing that stands out to me the most in this ad is that there are no scientific facts or testimonies, but instead it shows regular people having every day conversations. This shows off the new “Every Day” campaign strategy by Apple, which includes the “Music Every Day” ad, where they focus on how their products help every day people complete an every day task, such as communication or listening to music. This new campaign replaces their “Designed by Apple” campaign because people who see the “Every Day” ads can identify with them more.
The “FaceTime Every Day” ad, for example, shows people using the iPhone to video chat with people, allowing them to show a range of emotions by smiling, crying, laughing, or frowning which one cannot convey by just speaking through the phone. Using the “rules” for creating advertising that sells that Ogilvy outlined in his 1983 book Ogilvy on Advertising, we can see that the iPhone ad has plenty of good points other than how it appeals to people’s emotions. One of the rules Ogilvy states is for the agency to do its homework. I feel that TBWA/Media Arts Lab definitely did its homework for this advertisement. One of the iPhone’s main components that set it apart from other phones is its FaceTime app, which allows users to video chat with other Apple product users. The advertisement shows...