Comparing Apples to Oranges in advertising

Apples & Oranges - They Don't Compare

Everyone knows I’m not a fan of Apple but after watching the mass hysteria over the ipad2 which was a massive yawn. I’ve been thinking what is it with the iphone/ipad which bugs me. besides the obvious stuff like a closed platform and ecosystem, etc… Then I saw Charlie Brooker on Channel4’s 10 o’clock show ranting about the Apple ipad 2… and trust me the rant is hysterical…

Anyhow it got me thinking… after drying the tears from my eyes (from all the laughing of course) the Apple iphone and ipad adverts kind of suck.

Why? Well let me explain… Here’s a series of iphone adverts.

In my view (and I’m not a advertising exec) the iphone is too in your face. Its all about the iphone and not much else. Heck even the human is reduced down to a hand puppet. Here’s the ipad advert. Shiny Shiny... Yes you have Johny Ive talking but frankly thats not enough to break it up, because he’s talking about the device and not what it could enable.

Here’s the Microsoft Phone 7 advert which to be fair does take the mick out of the people’s use of phones but look how much time the phone actually gets on screen? Microsoft was right, the phone distracts you from whats going on around you. This can be a good thing sometimes but most of the time its a bad thing. Charlie Brooker in his lovely crafted rant hits it right on the mark. You might as well burn down the locations around the users, the users are so distracted by the ipad, they might as well be no where. Its of course not just the ipad and iphone… Here’s the mac book air advert.

Orange a long time ago use (the animals not so much) to create amazing adverts which don’t include technology. Here’s the new range of adverts which don’t include a single phone at all. This one shows some quite difficult concepts using non-tech ideas. Heck even Apple use to create interesting adverts for there ipod range.

Ok I hear the cries of fowl play. Comparing Orange to Apple is like… well comparing Oranges and Apples 🙂 But seriously, Orange are well known for there excellent adverts so maybe its slightly unfair. But you would slightly expect well thought out adverts for a company who prides themselves so much on the obsessive methods they use to make there products and the packaging. So lets look at Sony and Apple.

Sony’s make believe adverts, not quite as good as Orange’s but once again, the technology takes a back seat in the adverts. (of course here’s the new foam one, the paint one and of course the balls one) Its all about what it enables you to do.

Its about enabling and the experiences you could have. For me this is much more seductive and fore-filling than looking at shiny shiny objects.

But heck what do I know, I’m again, not a TV exec!

Author: Ianforrester

Senior firestarter at BBC R&D, emergent technology expert and serial social geek event organiser.