Saturday, October 27, 2007

Apple Commercial Doesn't Fall Far from the Tree

DIY Advertising, also known as consumer generated content, is becoming more prominent. Agencies' clients pay a large sum of money to grab your attention so you can do the same to others by creating an advertisement that is relevant to consumers like yourself.

Apple and their agency, TBWA/Chiat/Day, are doing something a little different; marketing employees at Apple found a 30-second video about the iPod Touch and wanted that to be their next commercial. The video was edited in Final Cut Pro and produced by Nick Haley, an eighteen year-old freshman from the University of Leeds in England. He's an Apple enthusiast, having received his first Apple computer when he was three years-old.

The spot is quite similar to something TBWA/Chiat/Day and Apple would produce, so it's no wonder the video matches their taste. The music, 'My Music is My Hot, Hot Sex' by Brazilian band CSS, is expected but fits very well with the fast tempo walk-through of the iPod Touch. Cansei de Ser Sexy (CSS), Portugese for 'Tired of Being Sexy', will be playing for Great Britain in December on their Christmas Tour. After Chiat contacted him via e-mail on his phone, he took his first trip across the pond and worked with agency creatives in Los Angeles to produce a similar HD broadcast-ready version.

Nick Haley spot

TBWA/Chiat/Day + Apple spot

1 comment:

James said...

Hey Joel, thanks for posting the ads and doing the comparison. It looks like the original ended up about 50% of the final, with the same music, intro and close. I wonder if Apple is scratching its head, asking what value TBWA/Chiat is offering?

As a point of reference, I'm working on a startup that will make this type of participatory ad creative common. It's called AdHack. We're doing a private alpha right now. If you'd like to check it out, let me know and I'll get you the invitation codes.

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