Apple celebrated Memorial Day by launching three new ads as part of its “Life is easier on iPhone” campaign.
The witty ads, which run 15-seconds each, focus on security, contacts, and performance on the iPhone versus generic other devices. Subtly harkening back to the classic “1984” Macintosh ad, Apple’s competition is shown to be dull and gray, while Apple is depicted as a colorful utopia where everything “just works.” Check them out below.
Smooth
Security
Contacts
The ads themselves are short, wordless visual jokes, designed to show how much better life is on the Apple side. For example, in the “Smooth” ad, the user is depicted walking from the generic “Your phone” side of the screen to the Apple side. On the “Your phone” side, the user’s avatar fragments with digital artifacts, while everything on the iPhone side is… well, smooth.
While there’s no technical information conveyed in the ads, the YouTube description contains links to help pages from Apple’s apple.com/switch website, which makes more detailed claims about why iOS is superior to alternatives such as Android.
The new “Life is easier on iPhone” campaign arrive at a time when Apple is in the process of shaking up its advertising strategy. Rather than rolling out big international campaigns on television, the company is reportedly now focusing on producing shorter ads for the online market.
What do you think of Apple’s new ads? Leave your comments below.
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
