I love the latest set of Apple advertisements for the iPad.
One of the tough aspects of marketing a tablet is what many writers have referred to as “a solution in search of a problem”.
Tablets are too big to be a smartphone, lack the keyboard for lots of typing, have too much glare (and not enough battery) to be a real e-reader. So, what exactly is a tablet for?
My last Linkedin post talked about the problems Toshiba was having in marketing their tablet+keyboard combo – none of the usage scenarios they depicted in the ad were realistic. Is it really that hard to show how people can use a tablet?
Apple tackles this head-on in their beautiful new series of iPad ads. They take real people and show how their iPads fit into their daily routines (and help them to be successful).
Why are these ads so powerful?
- They show real people actually living their lives
- They show the tablets being used in situations that would be awkward for either a smartphone or a laptop
- They show creative, aspirational uses of technology. This is how we want to use our gadgets – for creating, for capturing inspiration, for becoming successful, not for checking email between meetings or watching videos in bed.
This video follows chinese electro musicians Yaoband as they use their iPads to record the sounds of nature and cities – the resonance of a temple bell, the bubbling of a stream of water, the clack of billiard balls. Sounds that they integrate into their music. They also navigate, play games while traveling and share social updates.
Detroit community activist Jason Hall uses his iPad to create visual social media updates on the go, to plan maps for his ‘slow city’ bike rides, to manage his calendar and to organize events.
These two videos, the first part of the series, were released a couple of months ago:
Travel writer Cherie King (who is deaf) uses her iPad to navigate the world with maps and spoken language translation and to share her experiences through text, photos and videos.
Composer and conductor Esa-Pekka (of the London and LA Philharmonic Orchestras) uses his iPad to compose music, capturing his moments of inspiration – anytime and anywhere.
What to learn more about advertising?
Check out AISFM’s bachelor’s and master’s courses in advertising and digital marketing.
What do you think?
Do you find these ads inspiring? Do they make you think about how much more creative you could be with an iPad in your hands?