petersenlep

I selected this advert because for its time, it showed the consumer something that no other competitor had. It was a universal way to highlight the features of the product in real life. I found this creative due to the fact that it was the first advert worldwide to show something new, and also showed the consumer how the future affects everyday life. Variations of this were shown in the United States as well, making it a perfect example of global marketing.

It was made for a television spot, being only 30 seconds long, by iPhone Apple. It was released in 2011 and was among a series of adverts highlighting the Siri feature on the new 4s’. This feature-centered approach to advertising seemed to highlight the product effectively.

Forbes online released an article on this advert recording a few financial tidbits:

“According to its annual filing, Apple spent $933 million on advertising last year, $691 million in 2010, and $501 million in 2009. Its total sales those years were $108.249 billion, $65.225 billion and $42.905 billion.

Translation: Apple spent less than 1% of sales last year on advertising. And its sales growth has been far outpacing its advertising budget.” (Forbes, 2012)