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‘We believe’ marks return to Apple’s core

4 April 2011 2,128 views 2 Comments

The newest talking point in the Apple’s “technology meets liberal arts” stack is the We Believe television advertising spot that began airing this weekend. It’s brilliant in much the same way that their watershed “Think Different” campaign was, as much a mission statement for the troops inside Apple as it is a clarion call to consumers.

“Introducing iPad 2. It’s everything we believe technology should be”

It was just about one year ago that Apple began showing its What is iPad? TV spot. It was really awful and the mothership has all but acknowledged as much — I can’t find the ad anywhere, not even a fan boy’s smartphone video grab.

Though “What is iPad” and “We Believe” share much, including I believe the same voice over talent, the end result is vastly different. That said, whereas it would be wrong call the current iPhone and Mac marketing crap, there’s little if anything memorable about it.

It’s like the difference between remembering that Lincoln is the capital of Nebraska and the memory of the place, time, setting, etc. of my first kiss.

I’ve been rather critical of Apple’s recent advertising, but I think this newest spot marks a new and fresh chapter in the company’s storied marketing history…

What’s your take?

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