For Apple's new "designed in California" campaign they set out to capture the California vibe and in my opinion, they got it.
The colors really add to the fresh new angle that apparently comes with the new iPhone. The bright greens in the background mixed with the warm brown of the cars interior make everything seem natural and California-esque.
The girl in the ad makes me think that this ad is designed for teen girls just because she looks kinda familiar, like a typical girl you could see walking past you in the hallway. Even her outfit could be pulled right out of my closet.
Because the girl and the scene looks so averagely attainable, not only does the ad make you want an iPhone but everything that seems to come with an iPhone. I feel like it I ran out and bought the exact iPhone that she has then my life will automatically be filled with one smiley road trip after another. And who doesn't want that life?
This is definitely plain folks in action.
Even the white print on the side makes the image looks so clean and simple.
The text says: "This is it. This is what matters. The experience of a product. How it makes someone feel. "
Apple is no longer trying to sell a product, but a feeling.
Mission accomplished, Apple.
I totally agree with you Kat! This ad is very approachable and the vibe is seemingly attainable by simply buying an iPhone or Apple product. The girl is very hip and has a light, friendly smile so you don't feel intimidated by the brand. To me, this ad is definite geared toward the teenage crowd and is using transfer/association because it's implying that with an iPhone you can be as cool as this girl and go on fun road trips with your hair blowing in the breeze very fashionably. I agree with you that plain folks is being used, she looks like a middle class ordinary teenager. I think it was very strategic of Apple to market California separately, making us feel special and worthy of our own personalized advertisements.
ReplyDeleteI agree 100% with you! I feel like this picture could be on tumblr because it is so picturesque-- the woods in the background and the plaid shirt the girl is wearing while smiling when taking a photo. Also, the fact that the car is moving, it's like she's embarking on this crazy, fun adventure. Apple did a fantastic job of capturing that whole feeling in one picture, and was right on target when promoting this advertisement. I want the new iPhone just looking at the picture because it looks appealing with all of the natural colors. It looks very attainable too because of the ordinary clothing the girls is wearing and an average picture of the interior of a car; Apple is using plain folks as an advertising technique.
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