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campaign is determining a campaign theme , as it sets the tone for the individual advertisements and other forms of marketing communications that will be used. The campaign theme is the central message that will be communicated in the promotional activities.
The campaign themes are usually developed with the intention of being used for a substantial period but many of them are short lived due to factors such as being ineffective or market conditions and/or competition in the marketplace.
The silhouettes are also usually holding iPods and listening to them with Apple's supplied earphones. These distinctively appear in white, so that they stand out against the colored background and black silhouettes.
Some of the television adverts also depicted highlights on the silhouettes using darkened shades of the background color, and shadows on the floor. Since then, various commercials in the campaign have changed the format further:
One live action TV commercial made reference to the silhouette theme to emphasize its icon status. It involved a man walking past a set of silhouette posters, which came to life and danced when his iPod was playing, but froze when he paused it .
In October 2004 , an advert featured U2 performing their single Vertigo
as opposed to people dancing, to promote the release of the iPod U2 Special Edition. Because this edition was not white, iPods did not feature in the advert, but the microphone and guitar leads appeared in white instead. The band and the rest of their equipment were in silhouette, but with particularly clear highlights .
Following the release of the fifth-generation iPod, two TV commercials, one featuring Eminem Ad
The other Wynton Marsalis , made radical changes to the style, by exchanging the solid changing backgrounds for abstract composite backgrounds based around a main color (orange and blue respectively). The camera shots alternate between the artists performing their songs (Eminem sporting a white microphone, Marsalis' drummer sporting white drumsticks) and traditional silhouette dancers listening to iPods
In early 2006 a new type of iPod commercial was released. It was thirty seconds, and it spotlighted album art. The album art was constructed into a city, and then dismantled and it flowed into an iPod nano and said "1,000 songs in your pocket", the slogan for the 1st Generation iPod.
In August 2006, another reimagining of the iPod commercial was introduced through an ad for Bob Dylan 's album available in the music store, Modern Times . In this new style, the only silhouette facet of it was that it seemed lighting was reduced on the figure of Bob Dylan and the female dancer, while the iPod was brightened.
Color variation, as well as reflection on the face of the guitar, is evident. The ad is much more realistic and the people, as well as details, are much more visible. This ad was an almost complete departure from the traditional, and even the Eminem-styled adverts of the past