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From the jarring dystopian vibes of “1984” to the frenetic dance moves of “Silhouettes,” Apple’s ad campaigns became famous for their unmatched sense of style. Every creative marketer, including many who work for the brand now, envied Apple’s ability to sell feelings of individualism and expression instead of just selling products.
But something changed in 2014. That’s the year Apple launched “Shot on iPhone,” a campaign rooted in a minimalistic approach to one of advertising’s oldest—and often maligned—approaches: the product demonstration.
Smartphones were still a new addition to modern life, and by showing that iPhone photography could be good enough to cover a billboard or even the side of a building, Apple established its product as a must-have accessory for creativity and documenting daily life.
The campaign also had a rapid impact on the way Apple marketed its other devices, from the Apple Watch to the MacBook laptop. The brand’s ads certainly didn’t lose their sense of style, but they did gain a new level of practicality that infused each spot with specific details and user benefits.
Brent Anderson, global chief creative officer of longtime Apple agency TBWA\Media Arts Lab, sat down with Adweek at the Cannes Lions International Festival of Creativity to discuss how product demonstrations became a deeply interwoven part of Apple’s creative marketing.
Here’s a look back at a few of the pieces Anderson mentioned:
