Apple touts iPad’s abilities in new poetry-themed ad, ‘What will your verse be?’ website


Apple certainly isn’t shying away from using the iPad as a camera anymore.

Airing today is a brand-new TV advertisement touting the abilities of the iPad. The ad is in a serious tone and is voiced over by a quote from the film Dead Poet’s Society. Re/Code has the text from the advertisement:

We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love — these are what we stay alive for.

To quote from Whitman,

“O me, O life of the questions of these recurring.
Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life?
Answer: that you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.”

“That the powerful play goes on, and you may contribute a verse.”

What will your verse be?

To go along with the TV ad, Apple has also posted a new webpage with the ad’s theme. This new page shares stories of the iPad being used in film-making, sports, and education. Original from movie below:

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iPad helps iOS maintain lead against Android as most valuable mobile ad platform

Screen Shot 2013-10-18 at 9.52.04 AM

Opera MediaWorks is out today with its latest report on the state of mobile platforms for Q3 2013. The report, which gathers data from billions of ad impressions each month, notes that iOS continues the lead for mobile advertising, with around 44.4% of all ad requests and 50% of revenue on its platform. That’s compared to 31.32% for Android, but the lead for Apple is mostly thanks to gains from iPad.

Remove tablets from the equation and ad impressions on iPhone and Android smartphones fall to just 31% vs. 30.3%:

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Apple’s softer ad campaign fails to impress viewers, likely to be short-lived

Bloomberg reports that a survey by ad effectiveness specialist Ace Metrix Inc showed that Apple’s new ‘mission statement‘ ad campaign has been far less effective than its traditional product-focused ads.

The company’s latest ad, which began airing June 10, has earned the lowest score of 26 Apple TV ads in the past year, according to Ace Metrix Inc., a consulting firm that analyzes the effectiveness of TV ads through surveys of at least 500 TV viewers. The ad scored 489 on the company’s scoring system, below an industry average of 542 and far below past iconic Apple campaigns that often topped 700. Read more

Despite impressive ads, Media Arts Lab execs reportedly frustrated with Phil Schiller’s lack of focus

phil-schillerYesterday at its WWDC keynote presentation, alongside the expected design overhaul in Apple’s upcoming iOS 7, the company briefly showed off a slightly new direction for its ad campaigns going forward. While it kicked off the presentation with a video describing its focus for the new simplified design elements in iOS 7 (below), Bloomberg reports that its latest ad (above), which just started appearing on TV last night, marks a new direction for Apple’s marketing efforts. It also claims that Apple’s meetings regarding the company’s marketing message have become less focused following Steve Jobs’ death now that Apple’s senior vice president of marketing Phillip Schiller is in charge: Read more

Attorney General calls T-Mobile’s no-contract plans ‘deceptive’, carrier agrees to offer refunds and change advertising

T-Mobile-uncarrier-no-contract-plansFollowing the launch of T-Mobile’s new “Uncarrier” strategy alongside the $99 iPhone 5 and new no subsidy pricing plans last month, today the Washington State Attorney General has ordered T-Mobile to change its advertising calling its promise to offer no annual contracts “deceptive”.

The result of a court order filed by Attorney General Bob Ferguson and signed by T-Mobile will ensure the carrier’s commitment to changing advertising in order to properly outline “the limitations of its new no-contract” service plans. It will also allow “customers duped by the deceptive ads to exit their contracts with no penalty.”

“As Attorney General, my job is to defend consumers, ensure truth in advertising, and make sure all businesses are playing by the rules,” Ferguson said. “My office identified that T-Mobile was failing to disclose a critical component of their new plan to consumers, and we acted quickly to stop this practice and protect consumers across the country from harm.”

More specifically, the Attorney General’s investigation found T-Mobile “failed to disclose that customers who purchase a phone using the 24-month payment plan” would be required to stay with T-Mobile’s plans for 24 months or pay the balance owed on the phone in order to cancel their service. T-Mobile has been working with the Attorney General’s Office to come to a solution and has now agreed to the following terms: Read more

Steve Jobs’ ad man Ken Segall says Apple’s advertising has lost momentum to Samsung

In the video above, Bloomberg West speaks with 72andSunny’s partner and creative director Jason Norcross about the thinking behind some of Samsung’s latest campaigns. 

If there is one person qualified to discuss the state of Apple’s current marketing efforts, it’s Ken Segall. Working alongside Steve Jobs’ creative team for more than a decade, Segall, the man who put the “i” in iMac, served as creative director at ad agency TBWA\Chiat\Day. He created some of Apple’s most iconic ads such as the legendary Think Different campaign. Segall took some time on his Observatory blog today to share his thoughts on how “momentum has been lost” for Apple’s marketing department at the hands of none other than the company’s biggest rival, Samsung:

While you can still argue that Macs and i-devices have a ton of appeal, you can’t argue that Apple is still untouchable when it comes to advertising…The fact is, it is being touched — often and effectively — by none other than Samsung…Samsung has made remarkable inroads in a very short time, for two big reasons.

According to Segall, the two big reasons Samsung’s advertising has eclipsed Apple’s is due to Sammy’s massive advertising budget and willingness to “bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve.” Specifically, Segall pointed to Samsung’s decision to run creative new ads at the Super Bowl and Oscars:  Read more