I haven’t written about branding and advertising in quite some time. Mostly because I’ve been consumed by the constant learning curve of startups.
But at the holidays brands often come out with their best attempts to put their product front of mind while also tugging at heartstrings.
Apple has been the topic of my attention a lot in the past – mostly because of their unique ability to strike emotion while peddling a product. As a lot of people have noticed, some of that magic has declined in the post-Jobs era, with features like low light photography taking the forefront.
But this morning I was captivated by this:
And I was brought back to the Apple magic of yore … my favorite commercials have always been the ones that find the magic in the small moments. Because that is where life is lived. Not in grand gestures and big sweeping events.
This Apple one from a couple years ago has always been up there in my all-time hall of favs because it so beautifully and so simply captures the powerful technology through the little moments it enables.
This year’s holiday ad is certainly more cinematic and more than a little cliched. But it hits on the subtlety, the simplicity and the emotion. Whether you take the message politically or not, this ad reminded my of my roots and why I have always loved well done commercials.
Because they ultimately communicate the promise that we how build products are making to our customers. Done well, they show the heart of what we do everyday.
And especially on today, I am thankful for being reminded about that.