As I discussed when they first launched the campaign last year, "its the simplicity of the campaign that makes it work so well". People can see the functional capabilities of the iPhone 6 in one single photo, without Apple having to spend any time or money on a traditional TV advert.
However, unlike the original campaign which featured mesmerising scenic shots, this campaign is focused on the people. With people enthralled in a search for the "perfect" selfie, these ads tap into this selfie culture and present the iPhone camera as instrument that will allow you to achieve this life goal (well,"life goal" if your Kim Kardashian anyway).
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