Apple’s fun new Get Ready video for the upcoming Vision Pro headset is clearly intended to ratchet up the hype for the spatial computing device scheduled for release in early February.
The new advert shows a wide range of celebrities putting on visors in iconic film roles. That makes it strongly reminiscent of a 2007 ad released before the launch of the original iPhone.
Apple tries to make Vision Pro cool with first advert
Apple’s most famous ads don’t say much about its products. Campaigns like “Think Different” use lifestyle marketing to make viewers want to buy Macs or other devices because they seem cool, not because of their functionality.
Get Ready, which Apple released Monday, is a prime example of this. It shows beloved characters like Iron Man, Geordi La Forge and Snoopy putting on goggles, face masks, visors, etc.
Plus, there’s Obi-wan Kenobi in Star Wars putting a helmet on Luke Skywalker with the visor down and saying, “Let go your conscious self and act on instinct.” And Doc Brown in Back to the Future pulling down his visor and saying, “Roads? Where we’re going, we don’t need roads.”
And it’s all set to Devo’s pounding pop-punk track from 1978, “Uncontrollable Urge.”
Not only does the advert seek to make the $3,499 Vision Pro headset look cool, it also does a second job: It makes strapping on goggles seem like a normal thing to do.
Watch Apple’s Get Ready video for yourself:
New ad harks back to Apple’s Hello ad for iPhone
If the latest Apple advert seems somehow familiar, that might be because you remember the Hello ad from 2007. It features 50 celebrities — from Humphrey Bogart to Samuel L. Jackson — picking up a phone and saying, “Hello” (or some variation thereof).
This is another example of lifestyle advertising. It says nothing about the iPhone other than it’s supposed to be cool.
Watch the Hello iPhone advert below. You’ll see the undeniable similarities to the Get Ready ad for Apple Vision Pro.
