1. Apple: Waiting Room
Agency: TBWA\Media Arts Lab
The knock on Apple’s marketing these days, if there is one, is that it can be a little corporate, a little inflexible to fun. And while, yes, the brand’s hefty ad budgets can sometimes lead to spots that are heavier on craft than storytelling, other times they get the balance right. For example—this new spot about privacy. Compared to its 2022 privacy spot, which was dazzling to watch yet felt (to us) a little sterile, this new ad is more relatable and entertaining—even as it retains an appealingly cartoonish aspect. The writing and direction, as usual, are top-notch here. But the punchy, malevolent voiceover (from Jane Lynch) breathes new life into Apple’s villain story—a VO being such a clever way of personifying the hidden forces endeavoring to nab your data. As in the marketer’s lauded “Underdogs” series, the character sketches here matter as much as the product features—putting humanity and technology in sync in a way you can actually enjoy, not just admire.
from Digital Marketing Education https://ift.tt/pM80VoP
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