I'm a big fan of this campaign. Partly I'm sure because I'm a big fan of all things Apple - seldom do they get things wrong, everything from the packaging to the stores to the products to the customer service is an articulation of the brand. But mainly I'm a big fan of these ads because they're so, well, charming.
Imagine the script; Open on an empty set. Two men stand side by side talking directly to camera. Hmm, doesn't sound that interesting. But when you watch them they ooze charm. The music, casting, wardrobe and performance, the rhythm of the language, the direction - all make the whole thing very watchable. But also very American.
No other country could have made this, like this. Could it be that as inventors of the modern language of film it just feels right by association and familiarity? Is it that culturally they have more respect for film and a better ear for dialogue because they haven't been brought up in the shadow of a theatre culture? Or is it simply that because of its size, they have a larger pool of talent to draw on than other countries? I've heard arguments supporting each of these, all of which were compelling, none of which were wholly convincing though.
Roger, it's not that the ads seem American as such it's more that the skill sets and sensitivities required to produce such balanced work as this could only be American. But you're right, they do seem perfect for Apple. I've also just been online to check out the Japanese versions, I'm also going to post something on these, so thanks
Posted by: here be simon | 30 November 2006 at 09:17 AM
When I watch these ads (the series of them), I just think, "Why sure -- a perfect fit for Macintosh."
It's interesting to hear your take that these ads seem American. Have you also seen the Japanese versions of these Mac ads?
Posted by: Roger von Oech | 29 November 2006 at 11:32 PM