Apple: Music store

Brian Robinson, Stefan Sonnenfeld

Advertising Agency: TBWA\Media Arts Lab, USA
Chief Creative Officer: Lee Clow
Executive Creative Directors: Duncan Milner, Eric Grunbaum
ACD / Art Director: Alain Briere
Senior Copywriter: Krista Wicklund
Art Director: Drew Stalker
Agency Producer: Serena Auroux
Production Co.: Green Dot Films
Director: Mark Coppos and Virginia Lee
DP: Robert Doumitt
Editorial Co.: Nomad Editing Company, Inc
Editor: Glenn Martin
Post Co.: CO3
Musical Artist: Orba Square
Song: “Perfect Timing (This Morning)”

April 2008


kgeiger's picture
7287 pencils

For some reason, these "feel" more like radio spots as opposed to TVCs... :/

Ad_Man's picture
826 pencils

so disappointing. one of the best gadgets ever with three of the most boring ads.

Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Archie's picture
201 pencils

this is a product that doesn't need amazing creative.

The product itself is amazing creative, it sells itself.

johnston's picture
144 pencils

Have to agree with Petrov. Since when is a great product demo a bad idea? If you have an iPhone, people want to play with it. Why? Because it has such an amazing interface and is packed with so many great features. That's what sells the thing. So why not show that?

Apple has always done this. Show the product. Let the product speak for itself. The one recent exception is all the colorful/people dancing iPod work. But that was a product that everyone understood. That was a product whose function was common knowledge. Once the iPod changed, however (new colors, touch, smaller size) the product again became the only focus.

These spots are completely in harmony with the Apple brand and make total strategic sense.

NITROXROX's picture
130 pencils

They're also boring.

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