What is iPad? Seriously, who’s asking?
Published May 17th, 2010
I’m kind of torn about the new spot featuring Apple’s iPad:
For starters, the first thing to be said in the ad is “What is iPad?” I used to have a boss that hated it when I started ad copy with a question, but that’s not my problem here. To be honest, I’m wondering who is actually asking that question. I mean, I called my mom the day it came out and she knew what it was and frankly she can’t remember that she owns a cell phone half the time. The lead up and the launch of the iPad was one of the best orchestrated hype machines I’ve seen in a long time and yet, the commercial is speaking for some sliver of the American public that somehow didn’t see any of that.
The other thing I’m having a problem with is, with this giant list of features that the iPad has, for some reason the first feature/benefit they lead with is “it’s thin.” It’s thin? This is a modern fucking marvel here. Apple just successfully turned the computer market on its ear and they lead with thin? They might has well lead with the color of the casing.
Look, I know half the time I just sound like some whiny dick in my ad reviews, but Apple is one of the best marketers around and this product is blowing people’s minds, but this just feels lazy to me.
Then again, for all the hype around this thing, they could have just had a 30 second spot of someone playing Angry Birds over and over and it would have doubled their sales.
- Jeff Ferguson
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