Введение
Обзор рекламы iPod
Компания Apple использовала разнообразные рекламные кампании для продвижения своего портативного цифрового медиаплеера iPod. Эти кампании включали телевизионные ролики, печатную рекламу, плакаты в общественных местах и наружную рекламу. Все эти рекламные приемы объединены характерным, последовательным стилем, отличающимся от стиля другой рекламы Apple.
Оригинальная реклама
В самой первой рекламе первого iPod (совместимого только с Mac) был мужчина в своей комнате, который увлеченно слушал свою коллекцию цифровой музыки на своем Apple iBook. Он перетаскивает музыку на свой iPod, закрывает iBook и подключает наушники. Он нажимает кнопку воспроизведения, и музыка становится громче. Затем он начинает танцевать и прыгать по комнате, надевает куртку, прячет iPod в карман. Он танцует к двери и выходит. В рекламе использовалась песня "Take California" группы Propellerheads, которая стала визитной карточкой всех последующих рекламных роликов. Один из недостатков, отметил креативный директор рекламного агентства Apple Кен Сегалл, заключался в использовании, как он выразился, "обычного человека". Стив Джобс, по его словам, избегал использования людей в рекламе, потому что было сложно найти актера, который понравился бы всем. Другая проблема заключалась в том, что "за этим было несколько неловко наблюдать, и в сети некоторые стали называть этот ролик "iClod" – молодой парень пытался выглядеть круто, но получалось довольно жалко". Она работала над печатной кампанией вместе с художником Кейси Левеком из Rocket Studio в Санта-Монике.
The silhouette advertising campaign featured dark silhouetted characters against brightly colored backgrounds. They were usually dancing and, in television commercials, backed by up beat, energetic music. The silhouetted dancers held iPods while listening to them with Apple's supplied earphones. The iPods and earphones appeared in white to stand out against the colored background and black silhouettes. This change of strategy was a very successful one for the company. Previous ads for Apple's computers usually featured a high quality photograph of the product on a white background with a short tag line. In those ads the focus was entirely on the product and its craftsmanship. With the creation of the Silhouette campaign, however, the focus shifted from convincing consumers to purchase the device to asking them to "buy the emotion." In 2004, Wired Magazine featured a new service where people could create their own iPod ads from their personal photos. The TV commercial (featuring Caesars song Jerk It Out) for the first version of the iPod shuffle used a green background with black arrows moving in the background representing the "shuffle" icon. The silhouettes danced on top of the arrows as if they were a moving floor while listening to iPod shuffles hanging from white lanyards. Following the release of the fifth generation iPod, three TV commercials, one featuring Eminem, (Sparks) one featured Wynton Marsalis and Wolfmother, the first two made radical changes to the style, by exchanging the solid changing backgrounds for abstract composite backgrounds based around a main color (orange and blue respectively). The camera shots alternate between the artists performing their songs (Eminem sporting a white microphone, Marsalis' drummer sporting white drumsticks) and traditional silhouette dancers listening to iPods. The solid silhouette was also traded for a more varied silhouette, which shows certain facial features of a person. The third advert (Lovetrain) featured the dancers again acting out the song by Wolfmother. Apple CEO Steve Jobs suggested that this more complex composition would be the style of future commercials as well; certainly the Lovetrain style ad was continued with (Party) featuring the Fratellis and (Island). The Eminem advert was temporarily withdrawn when Eminem entered into a rights dispute. In addition shoe maker Lugz claimed the advert plagiarised an advert they had released a few years earlier which was not without reason. In early 2006 a new type of iPod commercial (Cubicle) was released. It was thirty seconds, and it spotlighted album art. The album art was constructed into a city, and then dismantled and it flowed into an iPod nano and said "1,000 songs in your pocket", the slogan for the 1st Generation iPod Nano. In August 2006, another reimagining of the iPod commercial was introduced through an ad for Bob Dylan's album available in the music store, Modern Times. In this new style, the only silhouette facet of it was that it seemed lighting was reduced on the figure of Bob Dylan and the female dancer, while the iPod was brightened. Color variation, as well as reflection on the face of the guitar, is evident. The ad is much more realistic and the people, as well as details, are much more visible. This ad was an almost complete departure from the traditional, and even the Eminem styled adverts of the past. In September 2006, Apple once again reimagined their vision of the silhouette ad campaign to go with the new iPod nano aluminum case. They made a departure from the contrasting background and characters. Both the characters and the background are thrown into deeper shadow than we've ever seen before, and, in order to showcase the new colors of the nano, the characters swing their nanos around while dancing, which leaves a luminescent light trail. In November 2006 Apple used their original style again in their Latino TV Ad to mark the launch of iTunes Latino at the store. Also in November 2006, Apple released a new ad (Put some music on) for the second generation iPod shuffle, which featured people clipping the minuscule player to different articles of clothing while jamming to the beat of Prototypes' "Who's Gonna Sing?". At Macworld 2007, Apple debuted their new ad campaign, featuring a reverse color scheme of previous campaigns: Colored silhouettes on a black background, as well as a second styled ad featuring colored silhouettes amongst a dynamic, moving and multi colored background. Paul McCartney walking and strumming a mandolin performing his song "Dance Tonight" being very much like an updated version of the Eminem commercial, having backdrops of buildings and featuring McCartney walking with animations of shapes around him. In November 2007, Apple released a new ad (Queen) using a similar formula to the one used with the "Mi Es Tropical" ad (by Nicodemus and Quantic), but with a light emanating from the background as if the characters were on a stage. This time the ad is featuring Mary J. Blige along with a group of dancer in silhouette form. The song is "Work That" from the album "Growing Pains". YouTube member njhaley (More commonly known as Nick Haley) created a fan commercial of the iPod touch. Apple was impressed with the commercial and then contacted him about putting the commercial on the air. He and Apple's advertising agency TBWA then got to work on making a more polished version of the Ad which ran during the 2007 World Series on Fox. iPod Touch adverts increasingly move to promote the computing, gaming and internet purposes of the product with background music often being the only reminder it is a music player too. At the same time iPod adverts have started to decline as the priority for production and sales shifts to the computing platform devices such as the iPod Touch and iPhone. In April 2008, a new ad (Gamma) was released following the original formula with representation of both earphones and iPod Classics – but with animated backgrounds and more detailed silhouettes. The song was "Shut Up and Let Me Go" by The Ting Tings
On May 20, 2008, a new ad (Sonic) premiered during the American Idol finale. It follows the original form but with even more animated backgrounds and Coldplay is shown in the shadow. The song was Viva la Vida by Coldplay. It does not feature a material presence to an iPod or earphones but reminds viewers the Coldplay song is available on iTunes.
Рекламная кампания с силуэтами представляла собой темные силуэтные фигуры на фоне ярких цветов. Обычно они танцевали, а в телевизионных роликах их сопровождала энергичная, динамичная музыка. Силуэтные танцоры держали iPod и слушали музыку в наушниках, поставляемых Apple. iPod и наушники были белыми, чтобы выделяться на фоне цветного фона и черных силуэтов. Эта смена стратегии оказалась очень успешной для компании. Предыдущие рекламные ролики для компьютеров Apple обычно представляли собой высококачественную фотографию продукта на белом фоне с коротким слоганом. В этих роликах основное внимание уделялось продукту и качеству его изготовления. Однако с созданием кампании "Силуэт" акцент сместился с убеждения потребителей купить устройство на то, чтобы предложить им "купить эмоции". В 2004 году журнал Wired Magazine представил новый сервис, позволяющий людям создавать собственные рекламные ролики для iPod из своих личных фотографий. В телевизионном ролике (с песней Caesars "Jerk It Out") для первой версии iPod shuffle использовался зеленый фон с черными стрелками, движущимися на заднем плане, символизирующими значок "shuffle". Силуэты танцевали поверх стрелок, как будто это был движущийся пол, слушая iPod shuffle, висящие на белых шнурках. После выпуска iPod пятого поколения было создано три телевизионных рекламных ролика: один с участием Эминема ("Sparks"), один с Уинтоном Марсалисом и Wolfmother. Первые два внесли радикальные изменения в стиль, заменив однотонные меняющиеся фоны на абстрактные композитные фоны, основанные на основном цвете (соответственно оранжевом и синем). Камера переключалась между кадрами с артистами, исполняющими свои песни (Эминем с белым микрофоном, барабанщик Марсалиса с белыми барабанными палочками) и традиционными силуэтными танцорами, слушающими iPod. Твердый силуэт также был заменен на более разнообразный, который показывал некоторые черты лица человека. В третьей рекламе ("Lovetrain") танцоры снова изображали песню Wolfmother. Генеральный директор Apple Стив Джобс предположил, что эта более сложная композиция станет стилем будущих рекламных роликов; и действительно, стиль "Lovetrain" был продолжен в роликах ("Party") с участием The Fratellis и ("Island"). Реклама с Эминемом была временно приостановлена из-за спора о правах. Кроме того, производитель обуви Lugz заявил, что реклама является плагиатом их рекламы, выпущенной несколько лет назад, и это было небезосновательно. В начале 2006 года был выпущен новый тип рекламы iPod ("Cubicle"). Она длилась тридцать секунд и была посвящена обложкам альбомов. Обложки альбомов превращались в город, а затем разбирались, перетекая в iPod nano, и появлялся слоган "1000 песен в вашем кармане" – слоган первого поколения iPod Nano. В августе 2006 года была представлена еще одна версия рекламы iPod, посвященная альбому Боба Дилана "Modern Times", доступному в музыкальном магазине. В этом новом стиле единственным элементом силуэта было то, что освещение казалось приглушенным на фигурах Боба Дилана и танцовщицы, в то время как iPod был ярко освещен. Видна цветовая вариация, а также отражение на гитаре. Реклама была гораздо более реалистичной, и люди, как и детали, были гораздо более заметны. Эта реклама была почти полным отходом от традиционных и даже стилизованных под Эминема рекламных роликов прошлого. В сентябре 2006 года Apple вновь переосмыслила свое видение рекламной кампании с силуэтами, чтобы соответствовать новому алюминиевому корпусу iPod nano. Они отошли от контрастного фона и персонажей. И персонажи, и фон погружены в более глубокую тень, чем когда-либо прежде, и, чтобы продемонстрировать новые цвета nano, персонажи размахивают своими nano во время танца, оставляя светящийся световой след. В ноябре 2006 года Apple вновь использовала свой оригинальный стиль в своей латиноамериканской телевизионной рекламе, чтобы отметить запуск iTunes Latino в магазине. Также в ноябре 2006 года Apple выпустила новую рекламу ("Put some music on") для iPod shuffle второго поколения, в которой люди прикрепляли крошечный плеер к различным предметам одежды, пока танцевали в ритме песни "Who's Gonna Sing?" группы Prototypes. На Macworld 2007 Apple представила свою новую рекламную кампанию с обратной цветовой схемой предыдущих кампаний: цветные силуэты на черном фоне, а также второй стиль рекламы с цветными силуэтами на фоне динамичного, движущегося и многоцветного фона. Пол Маккартни, идущий и играющий на мандолине, исполняющий свою песню "Dance Tonight", был очень похож на обновленную версию рекламы с Эминемом, с фоном из зданий и анимацией фигур вокруг Маккартни. В ноябре 2007 года Apple выпустила новую рекламу ("Queen"), используя формулу, аналогичную той, что использовалась в рекламе "Mi Es Tropical" (Nicodemus и Quantic), но с источником света, исходящим из фона, как будто персонажи находились на сцене. В этот раз в рекламе снялась Мэри Джей Блайдж вместе с группой танцоров в форме силуэтов. Звучала песня "Work That" с альбома "Growing Pains". Член YouTube njhaley (более известный как Ник Хейли) создал рекламный ролик для iPod touch. Apple была впечатлена рекламой и связалась с ним, чтобы показать ее в эфире. Он и рекламное агентство Apple TBWA начали работу над более отполированной версией рекламы, которая была показана во время Мировой серии на канале Fox. Реклама iPod Touch все больше ориентирована на продвижение вычислительных, игровых и интернет-возможностей продукта, а музыка часто является лишь напоминанием о том, что это музыкальный плеер. В то же время реклама iPod начала сокращаться, поскольку приоритет в производстве и продажах смещается в сторону вычислительных платформ, таких как iPod Touch и iPhone. В апреле 2008 года была выпущена новая реклама ("Gamma"), следующая оригинальной формуле с изображением как наушников, так и iPod Classic, но с анимированным фоном и более детализированными силуэтами. Звучала песня "Shut Up and Let Me Go" группы The Ting Tings.
The silhouette advertising campaign featured dark silhouetted characters against brightly colored backgrounds. They were usually dancing and, in television commercials, backed by up beat, energetic music. The silhouetted dancers held iPods while listening to them with Apple's supplied earphones. The iPods and earphones appeared in white to stand out against the colored background and black silhouettes. This change of strategy was a very successful one for the company. Previous ads for Apple's computers usually featured a high quality photograph of the product on a white background with a short tag line. In those ads the focus was entirely on the product and its craftsmanship. With the creation of the Silhouette campaign, however, the focus shifted from convincing consumers to purchase the device to asking them to "buy the emotion." In 2004, Wired Magazine featured a new service where people could create their own iPod ads from their personal photos. The TV commercial (featuring Caesars song Jerk It Out) for the first version of the iPod shuffle used a green background with black arrows moving in the background representing the "shuffle" icon. The silhouettes danced on top of the arrows as if they were a moving floor while listening to iPod shuffles hanging from white lanyards. Following the release of the fifth generation iPod, three TV commercials, one featuring Eminem, (Sparks) one featured Wynton Marsalis and Wolfmother, the first two made radical changes to the style, by exchanging the solid changing backgrounds for abstract composite backgrounds based around a main color (orange and blue respectively). The camera shots alternate between the artists performing their songs (Eminem sporting a white microphone, Marsalis' drummer sporting white drumsticks) and traditional silhouette dancers listening to iPods. The solid silhouette was also traded for a more varied silhouette, which shows certain facial features of a person. The third advert (Lovetrain) featured the dancers again acting out the song by Wolfmother. Apple CEO Steve Jobs suggested that this more complex composition would be the style of future commercials as well; certainly the Lovetrain style ad was continued with (Party) featuring the Fratellis and (Island). The Eminem advert was temporarily withdrawn when Eminem entered into a rights dispute. In addition shoe maker Lugz claimed the advert plagiarised an advert they had released a few years earlier which was not without reason. In early 2006 a new type of iPod commercial (Cubicle) was released. It was thirty seconds, and it spotlighted album art. The album art was constructed into a city, and then dismantled and it flowed into an iPod nano and said "1,000 songs in your pocket", the slogan for the 1st Generation iPod Nano. In August 2006, another reimagining of the iPod commercial was introduced through an ad for Bob Dylan's album available in the music store, Modern Times. In this new style, the only silhouette facet of it was that it seemed lighting was reduced on the figure of Bob Dylan and the female dancer, while the iPod was brightened. Color variation, as well as reflection on the face of the guitar, is evident. The ad is much more realistic and the people, as well as details, are much more visible. This ad was an almost complete departure from the traditional, and even the Eminem styled adverts of the past. In September 2006, Apple once again reimagined their vision of the silhouette ad campaign to go with the new iPod nano aluminum case. They made a departure from the contrasting background and characters. Both the characters and the background are thrown into deeper shadow than we've ever seen before, and, in order to showcase the new colors of the nano, the characters swing their nanos around while dancing, which leaves a luminescent light trail. In November 2006 Apple used their original style again in their Latino TV Ad to mark the launch of iTunes Latino at the store. Also in November 2006, Apple released a new ad (Put some music on) for the second generation iPod shuffle, which featured people clipping the minuscule player to different articles of clothing while jamming to the beat of Prototypes' "Who's Gonna Sing?". At Macworld 2007, Apple debuted their new ad campaign, featuring a reverse color scheme of previous campaigns: Colored silhouettes on a black background, as well as a second styled ad featuring colored silhouettes amongst a dynamic, moving and multi colored background. Paul McCartney walking and strumming a mandolin performing his song "Dance Tonight" being very much like an updated version of the Eminem commercial, having backdrops of buildings and featuring McCartney walking with animations of shapes around him. In November 2007, Apple released a new ad (Queen) using a similar formula to the one used with the "Mi Es Tropical" ad (by Nicodemus and Quantic), but with a light emanating from the background as if the characters were on a stage. This time the ad is featuring Mary J. Blige along with a group of dancer in silhouette form. The song is "Work That" from the album "Growing Pains". YouTube member njhaley (More commonly known as Nick Haley) created a fan commercial of the iPod touch. Apple was impressed with the commercial and then contacted him about putting the commercial on the air. He and Apple's advertising agency TBWA then got to work on making a more polished version of the Ad which ran during the 2007 World Series on Fox. iPod Touch adverts increasingly move to promote the computing, gaming and internet purposes of the product with background music often being the only reminder it is a music player too. At the same time iPod adverts have started to decline as the priority for production and sales shifts to the computing platform devices such as the iPod Touch and iPhone. In April 2008, a new ad (Gamma) was released following the original formula with representation of both earphones and iPod Classics – but with animated backgrounds and more detailed silhouettes. The song was "Shut Up and Let Me Go" by The Ting Tings
On May 20, 2008, a new ad (Sonic) premiered during the American Idol finale. It follows the original form but with even more animated backgrounds and Coldplay is shown in the shadow. The song was Viva la Vida by Coldplay. It does not feature a material presence to an iPod or earphones but reminds viewers the Coldplay song is available on iTunes.
20 мая 2008 года во время финала American Idol состоялась премьера новой рекламы ("Sonic"). Она следует оригинальной форме, но с еще более анимированным фоном, а Coldplay показан в тени. Звучала песня "Viva la Vida" группы Coldplay. В рекламе не представлено материального изображения iPod или наушников, но напоминает зрителям, что песня Coldplay доступна в iTunes.
The silhouette advertising campaign featured dark silhouetted characters against brightly colored backgrounds. They were usually dancing and, in television commercials, backed by up beat, energetic music. The silhouetted dancers held iPods while listening to them with Apple's supplied earphones. The iPods and earphones appeared in white to stand out against the colored background and black silhouettes. This change of strategy was a very successful one for the company. Previous ads for Apple's computers usually featured a high quality photograph of the product on a white background with a short tag line. In those ads the focus was entirely on the product and its craftsmanship. With the creation of the Silhouette campaign, however, the focus shifted from convincing consumers to purchase the device to asking them to "buy the emotion." In 2004, Wired Magazine featured a new service where people could create their own iPod ads from their personal photos. The TV commercial (featuring Caesars song Jerk It Out) for the first version of the iPod shuffle used a green background with black arrows moving in the background representing the "shuffle" icon. The silhouettes danced on top of the arrows as if they were a moving floor while listening to iPod shuffles hanging from white lanyards. Following the release of the fifth generation iPod, three TV commercials, one featuring Eminem, (Sparks) one featured Wynton Marsalis and Wolfmother, the first two made radical changes to the style, by exchanging the solid changing backgrounds for abstract composite backgrounds based around a main color (orange and blue respectively). The camera shots alternate between the artists performing their songs (Eminem sporting a white microphone, Marsalis' drummer sporting white drumsticks) and traditional silhouette dancers listening to iPods. The solid silhouette was also traded for a more varied silhouette, which shows certain facial features of a person. The third advert (Lovetrain) featured the dancers again acting out the song by Wolfmother. Apple CEO Steve Jobs suggested that this more complex composition would be the style of future commercials as well; certainly the Lovetrain style ad was continued with (Party) featuring the Fratellis and (Island). The Eminem advert was temporarily withdrawn when Eminem entered into a rights dispute. In addition shoe maker Lugz claimed the advert plagiarised an advert they had released a few years earlier which was not without reason. In early 2006 a new type of iPod commercial (Cubicle) was released. It was thirty seconds, and it spotlighted album art. The album art was constructed into a city, and then dismantled and it flowed into an iPod nano and said "1,000 songs in your pocket", the slogan for the 1st Generation iPod Nano. In August 2006, another reimagining of the iPod commercial was introduced through an ad for Bob Dylan's album available in the music store, Modern Times. In this new style, the only silhouette facet of it was that it seemed lighting was reduced on the figure of Bob Dylan and the female dancer, while the iPod was brightened. Color variation, as well as reflection on the face of the guitar, is evident. The ad is much more realistic and the people, as well as details, are much more visible. This ad was an almost complete departure from the traditional, and even the Eminem styled adverts of the past. In September 2006, Apple once again reimagined their vision of the silhouette ad campaign to go with the new iPod nano aluminum case. They made a departure from the contrasting background and characters. Both the characters and the background are thrown into deeper shadow than we've ever seen before, and, in order to showcase the new colors of the nano, the characters swing their nanos around while dancing, which leaves a luminescent light trail. In November 2006 Apple used their original style again in their Latino TV Ad to mark the launch of iTunes Latino at the store. Also in November 2006, Apple released a new ad (Put some music on) for the second generation iPod shuffle, which featured people clipping the minuscule player to different articles of clothing while jamming to the beat of Prototypes' "Who's Gonna Sing?". At Macworld 2007, Apple debuted their new ad campaign, featuring a reverse color scheme of previous campaigns: Colored silhouettes on a black background, as well as a second styled ad featuring colored silhouettes amongst a dynamic, moving and multi colored background. Paul McCartney walking and strumming a mandolin performing his song "Dance Tonight" being very much like an updated version of the Eminem commercial, having backdrops of buildings and featuring McCartney walking with animations of shapes around him. In November 2007, Apple released a new ad (Queen) using a similar formula to the one used with the "Mi Es Tropical" ad (by Nicodemus and Quantic), but with a light emanating from the background as if the characters were on a stage. This time the ad is featuring Mary J. Blige along with a group of dancer in silhouette form. The song is "Work That" from the album "Growing Pains". YouTube member njhaley (More commonly known as Nick Haley) created a fan commercial of the iPod touch. Apple was impressed with the commercial and then contacted him about putting the commercial on the air. He and Apple's advertising agency TBWA then got to work on making a more polished version of the Ad which ran during the 2007 World Series on Fox. iPod Touch adverts increasingly move to promote the computing, gaming and internet purposes of the product with background music often being the only reminder it is a music player too. At the same time iPod adverts have started to decline as the priority for production and sales shifts to the computing platform devices such as the iPod Touch and iPhone. In April 2008, a new ad (Gamma) was released following the original formula with representation of both earphones and iPod Classics – but with animated backgrounds and more detailed silhouettes. The song was "Shut Up and Let Me Go" by The Ting Tings
On May 20, 2008, a new ad (Sonic) premiered during the American Idol finale. It follows the original form but with even more animated backgrounds and Coldplay is shown in the shadow. The song was Viva la Vida by Coldplay. It does not feature a material presence to an iPod or earphones but reminds viewers the Coldplay song is available on iTunes.