As soon as this advert hit the television, absolute silence hit the living room as everyone turned their heads find their phone to turn off the sound of that awful alarm. Was someone’s pizza ready? Was it time to get ready for work? It was in fact none of the above, it was the television, showing an alarm.
After the first 3 seconds to pull our attention the advert then takes an informative approach. Introducing the new iPhone11, it is showcasing, it’s new features in action, demonstrating all it’s capabilities. From water resistance, to bag resistance, to even cat scratch resistance! IPhone’s days of breaking after a single drop are over.
This advert was a success, and they owe it to the alarm at the start. That alarm pierces through our ears and initiates the sleeping Snorlax inside all of us. It is a very clever campaign. We react automatically weather we want to or not, it grabs our attention and deters from all the clutter. Even in a crowded setting, with multiple conversations on the go, the whole room was drawn to the telly for this advert.
Apple have used sound cues, not to mention their visual impact. They have shown high quality image, very close up shots to almost imitate the high quality of the phone and it’s camera itself.
Hackley, C. and Hackley, R. (2018). Advertising and Promotion. 4th ed. London: SAGE.
Yeshin, T. (2006). Advertising. London: Thompson Learning.
YouTube. (2020). Introducing iPhone 11 — Apple. [online] Available at: https://www.youtube.com/watch?v=H4p6njjPV_o [Accessed 4 Jan. 2020].
Amanda's Advertising Adventure 