LG: Apples

Advertising Agency: Y&R Toronto, Canada
Creative Director: David Houghton
Associate Creative Director: Arthur Shah
Art Director: Brendan Watson
Copywriters: Arthur Shah, Matej Novak
Published: July 2008

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19 comments

cocochiller's picture
cocochiller
146 pencils

I love the idea, and feel like the copy is almost there. The part where there is conjecture about the price of the apples and when it was announced people were shocked and there was a public outcry though? It gets me lost. I'm guessing the apples were priced too high but you don't say that.

Plus the copy is sooo long so the art direction should entice you to read it but it does the opposite.

Overall I like it okay.

Kingo's picture
Kingo
11 pencils

nobody cares about full page copy.
especially like this.
the only people that will actually read itAre not the target.

natt1's picture
natt1
44 pencils

Good idea, copy well written apart from the price issue and the people protesting. This could send a different message to whoever reads it.

yesprabhakar's picture
yesprabhakar
72 pencils

Prabhakar Soma

Its nice to see a copy based ad after such a long time...It's GOOD !

stitchy's picture
stitchy
779 pencils

how many times do u need 2 repeat the word APPLES!!!
they need more IQ i guess!!!

TexasH's picture
TexasH
365 pencils

Well, this repetition is very funny. A wording way to show the omnipresence of "apples".

askon's picture
askon
433 pencils

Now I understand why there was a young creative walking around the office playing a ukulele... Nut HOUSE!

-- 9 out of 10 dentists agree that most people will believe any statistic you throw at them.

Johnny Boy's picture
Johnny Boy
14 pencils

I like the IDEA behind the ad. Apples as an analogy to the iPhone. I myself prefer oranges to apples, but I dont make that connection with an LG model phone from this ad. The art direction seems lazy to me, if this is a fairy tale, make it LOOK like one. Open up old children fairy tales and look at the ornamental decorations, and colours, and knights and maidens, and elves tooting long horns that extend down the page, etc. The beginning 'O' graphic has the right idea. Its long copy, so it should really draw the reader in. Also, the tone of voice doesnt suit the story or the 'look'. Theres a fairy tale rythm thats just missing from the writing. It doesnt feel authentic. And I know the client would never let you fuck with the logo, but maybe have the logo over some kind of wax seal or something medieval so it looks more authentic and less like an ad.
But thats just my honest critique, the IDEA is solid.

picktokyo's picture
picktokyo
1404 pencils

scam. and not funny. utterly awful

Frits Harkema's picture
Frits Harkema
713 pencils

I prefer apple. Anyhow.

justsayin's picture
justsayin
225 pencils

I read it all, waiting for the exciting twist, in the end... it didn't happen. nice idea, boring execution... cut the copy in half, change the art direction, change the ad, change the client and the agency, and we have a winner! god, the monday hangover!

doworkson's picture
doworkson
242 pencils

boring as fuck. no one is going to read this dribble. you could make the same statement and get the same message across a lot faster and more powerful with one solid headline.

STRTLRS's picture
STRTLRS
1607 pencils

A fifth grader wrote this. The ornate drop cap alone doesn't say old-timey... Could have been better.

www.storytellerscreative.com

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I think, therefore... yeah.

rodrigoplant's picture
rodrigoplant
53 pencils

yes, and my choice is still an iphone.

david.g's picture
david.g
68 pencils

the apple for Apple is first idea to me.
the little story is not so boring but not interesting enough to make a good ad.

sneakyhands's picture
sneakyhands
1857 pencils

you lost me at bad taste in their mouths. not the actual copy, but about halfway through the ad. here's a thought: write as if it was a voice over for a :30 TV. basically try to end it before i realize that it's running on.

Absolut M's picture
Absolut M
1069 pencils

good idea

+8

Absolut M's picture
Absolut M
1069 pencils

good idea

+8

Expert's picture
Expert

Reasonable execution of a good idea. If you want an Apple iphone you'll read it and that's precisely who it's directed at. Copy is good enough. For all those tools out there who will try to tell you it won't get read because of all the copy (what, 200 words?) or that it could be just as easily produced with a pithy headline I would say you miss the point. Write a headline with a little copy and you write an ad. This is different. This is why it is good.

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