Apple: Our Signature, 4

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start by imagining
What that might be like,
You step back.
You think.

Who will this help?
Will it make life better?
Does this deserve to exist?
If you are busy making everything,
How can you perfect anything?

We don't believe in coincidence.
Or dumb luck.
There are thousands "no's"
For every "yes."
We spend a lot of time
On a few great things.
Untile every idea we touch
Enhances each life it touches.

We're engineers and artists.
Craftmen and inventors.
We sign our work.
You may rarely look at it.
But you'll always feel it.
This is our signature.
And it means everything.

Designed by Apple in California

Advertising Agency: TBWA\Media Arts Lab, USA
Chief Creative Officer: Duncan Milner
Executive Creative Director: Eric Grunbaum
Group Creative Directors: Drew Stalker, Chris Ribeiro
Associate Creative Director / Art Directors: Paul Wysocan, Niraj Zaveri, Melinda Keough
Associate Creative Director / Copywriters: Brooks Jackson, Kevin Butler
Senior Art Director: Shannon Tham
Copywriter: Rob Goldenberg
Art Director: Edward Vince
Head of Art Production: Helen O'Neill
Senior Art Producer: Sara Clark
Art Producer: Jessica Gerweck
Global Director of Print Production: Peter Nolan
Print Producer: Anna Haro
Project Manager: Jayson Dana
Photographer: Jason Nocito
Production Company: First Shot Productions
Digital Art: Epilogue Inc.
Prepress: Continental Colorcraft

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8 comments

monoliz's picture
monoliz
1326 pencils

copywriting is perfect

LeeMoh's picture
LeeMoh
424 pencils

We all know this is how Apple thinks. So then?

uncertaintly's picture
uncertaintly
225 pencils

So, I guess they expect us to think she's reading a book or watching an educational video. Maybe she's just watching porn...

I don't like those "tap on our own back" kind of ad. Meh...

kleenex's picture
kleenex
26308 pencils

I think she is too young to watch porn??

certaintly's picture
certaintly
4060 pencils

they tried to put the TV spot into the print campaign.

for me this fails.

laurentb's picture
laurentb
177 pencils

great ad

oiehtl's picture
oiehtl
2 pencils

"If you are busy making everything,
How can you perfect anything?"

to Samsung? lol

Jase Corbs's picture
Jase Corbs
56 pencils

Dark room, young child fixated on her iPad.
Eyes are too young and since it's in a Dark room anybody doing this for a while would ruin their eyesight.

Not really the message you want to be sending. Saying to parents and children that 'its okay to do this'.

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