Compare Apples with Apples

Think Different

No one understand advertising better than the people at Apple, or Mac, or Apple Mac, which ever you prefer.   This was  Apple’s “Think Different” advertising campaign 1997-2002. 

As one would expect, the fanboys and Cult of Mac went mad over it, but the concentric circles reached much wider out to media and advertising.  For years that was the look everyone went for.   The video was fine and all, but compare it to this one:  Here’s to those who have always seen things differently,  Published on Sep 9, 2014.

 

Two things can be gleaned from this.

  1. Apple has matured as a brand.  Which one of the two screams out:
    I AM MAC!
  2. Which one of the above videos are more generic?  Which one can easily be imitated by any second rate rinky-dink “ad agency” ? 

This is a no brainier.     Jobs would’ve said:  “Don’t be generic.”  I’m sure he would’ve.

Don’t be generic.
Don’t be generic.  SP Jobs.

 

Here is some real Steve quotes for those who are into that sorda thing.

 

“Trends”

dr evil trend

I’m so over the glitch effect.

It is even still a thing?  Sutterstock seems to think so.  Is it a nostalgia to, IDK, like 2005 when tech wasn’t as good as it is today?   May this “trend”…which I guess if it is older that 3 years you can’t really call it that anymore, may it die and go away forever.

 

Thoughts?

Ethnography

Ethnography is the systematic study of people and cultures. It is designed to explore cultural phenomena where the researcher observes society from the point of view of the subject of the study.   An ethnography is a means to represent graphically, through video documentation or in writing the culture of a group.
 

Who has read the book by Paco Underhill, 
Why We Buy: The Science of Shopping
?

There is a revised edition  out for the internet-era.  I cannot wait to get my nose in one.   Having said that, the new edition is already more than a decade old.    It will be a curious read.  

After disruption there is a reversion to the norm. 

For TV and video producers this is the worse of times and the best of times.    Tech is cheap, the tools of the trade is great and the resources on how to use them is ample.    But what is missing?    Experience, maybe?   A deeper understanding of the old systems gave form to the new?

Let me break it down for you

Before we shoot a single frame, we take keywords from the provided script and see how they will behave as search phrases.  Below is a screen grab from a company that we used to do work for.    This company;  like many others at the time, moved all their media in-house.  There is nothing wrong with such a move per say, as long as it works.  In this case, it seems to me,  that it does not.

The Production value is great, but the view count tells a different story.