I was thinking of getting back to writing with some thoughts on the relationship between politics and advertising – the recent Coke and Sodastream cases – but then this Apple commercial came out and left me puzzled.
Apple has always been groundbreaking in terms of advertising, no need to say. 1984, the Mac vs. PC case, the iPhone, even the last Christmas commercial were really pieces of innovative thinking. But the YouTube bar was growing red and I was not sure I was getting the point.
What is the really groundbreaking story here? The fact that Apple has innovated for 30 years? I don't think anyone would be able to deny that and in case just takes a stroll down every street to have it clear. The fact that was shot with an iPhone? There have been several films shot with an iPhone that were just as beautifully crafted (heck, there is even an iPhone Film Festival out there).
Then, the bar fully red, my puzzlement stayed.
1984 had nothing to show so it forced us to imagine the future. It still does, to certain extents. 1.24.14 on the other hand, foces us to celebrate the past. A past worth celebrating, for sure, groundbreaking and so recent it can be perceived as today. But it doesn’t give us any glimpse into the future. Which is what I’ve always felt Apple being unique at. Or as my friend Alessio rightly puts it "the question is not what product Apple is going to release next. The question is what's Apple going to be, next".
Or maybe is just me being the usual old grumpy twat.