I’m not really liking the direction these ads are heading in at all. They also feel like something that Steve Jobs would not have approved of. But Tim Cook does seem to be doing a great job at apple. Now back to the ads.
The storyline of these ads seems to miss the point in some ways. For example the mayday advertisement the guy talks about creating a video in iMovie when clearly the exporting time will depend on how long the video and its size and he closed the laptop when he was through? (I’m not sure how he would’ve finished exporting his video he made).
Mainly I feel the advertisements could be simplified more overall. I wonder if TBWA Chiat day still does advertisements for Apple.
If you look at the ratings on youtube you can see i’m not the only one who feels this way about these apple ads.
Design and calligraphy 