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The debate about Apple versus PCs aside, Apple’s new advertisement is a genius play on nostalgia while subtly calling out “the competition.” It’s a callback to earlier advertisements from Apple that pitted their laptop and computer systems against PCs by using two actors who portrayed an
Apple computer and a PC. The advertisements were critically acclaimed and easily recognizable by consumers everywhere. By playing around with this old method and using a classic Disney song, Apple has once again masterfully teased their competition while showcasing the various features of their new iPad Pro, even if it is a little flawed. After all, Apple showcases their own “whositz” and “whatsitz” by having users in the commercial use their iPads with a keyboard and the Apple Pencil. Still, the dichotomy of PC versus Apple users is once again teased, while a song about a mermaid wishing she could walk on land calls into question all of the setup and machinery that go into using a PC. In the end, it makes viewers nostalgic while they possibly even consider, “Why do I need this thingamabob?”
“Building a good customer experience does not happen by accident. It happens by design. ” –Kate Zabriskie
And if Apple’s new advertisement can do that, then its advertisers have done their jobs.
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