Do you remember the first time you saw one of these cool iPod & iTunes commercials? Surely you were impressed with the motion, the cool white earbuds and silhouetted dancers, and the hip soundtrack pulsing out from your TV. It was like nothing we’d ever seen before.
Ciat/Day’s iconic silhouette ads captured the cool of the iPod brand without trying to make us identify with any specific actor or band (at least at first). The iPod came out in 2001, but it wasn’t until 2004 that it had any kind of mass-market success, due to both the fact that iTunes went PC, and these ads.
You can now watch all 22 of these iconic ads in one long, 13 minute stretch, thanks to the Steve Jobs Documentary YouTube Channel.
In addition to the iconic silhouette dancers in front of a brightly colored background, subsequent ads got specific, with U2, Eminem, Paul McCartney, Bob Dylan, and Coldplay getting their own iPod & iTunes spotlight as the campaign continued through 2008.
Other artists whose music pumped up the jams for the wildly successful advertisements include Gorillaz, Jet, N.E.R.D, Steriogram, Daft Punk, The Black Eyed Peas, Ozomatli, Wolfmother, The Fratellis, The Ting Tings, Mi Swing Es Tropical, and Wynton Marsalis.
The evolution of this advertising idea came full circle with 2005’s “Wild Posting” ad featuring “Ride” by The Vines. It shows a young, hip urban dweller walking past a city wall plastered with the silhouette ad posters, all of which animate with dancing when he walks by with his iPod 3G, a nod to the “classic” nature of the new product. The ad campaign was discontinued in 2008.