Creativity in Advertisement project
Comparison of the 2 ads
“Here’s to the Crazy ones” VS “Everyone is doing it”
Warsaw School of Economics
Aleksey Narko
Digital interface has transformed branding. This keynote presentation discusses how to brand your products and services in this paradigm-changing media.
Forest Creative Communications- E Brochuressuser19ae611
Forest Creative Communication - Success stories and works. Our core expertise lies in the areas of Corporate and Brand Identity Programs, Digital Marketing and Social Media Management, Corporate Décor, SOH, Retail Interior Designing, E-commerce & World Wide Web, Collaterals and Brand Stationeries, Product Packaging, Advertising and Public Relations, Content and Copywriting, Multimedia Integration and Event Promotions.
Digital interface has transformed branding. This keynote presentation discusses how to brand your products and services in this paradigm-changing media.
Forest Creative Communications- E Brochuressuser19ae611
Forest Creative Communication - Success stories and works. Our core expertise lies in the areas of Corporate and Brand Identity Programs, Digital Marketing and Social Media Management, Corporate Décor, SOH, Retail Interior Designing, E-commerce & World Wide Web, Collaterals and Brand Stationeries, Product Packaging, Advertising and Public Relations, Content and Copywriting, Multimedia Integration and Event Promotions.
Market Research Proposal - Capturing the Rural Market for Personal and Househ...Aakriti Agarwal
A case study on a hypothetical brand that is trying to increase its market share in the rural segment in India, facing two problems- identifying its priority markets, and deciding on its distribution networks. This case presents a proposal on how to go about the same and suggests some methods which will be looked into while conducting research.
A sample digital marketing plan for Panasonic's brand of digital cameras. The presentation includes research about competitors and key targets, and details strategies to best reach them online.
Digital Jungle is a cross cultural digital marketing Agency that works with Western organizations to market to a Chinese audience; living in China or abroad. This presentation outlines the Agency Credentials. A presentation that provides an overview of our Chinese focused digital marketing services including the digital channels used such as social, search, online media and email to amplify and echo key communication messages. Further, this presentation outlines the services, products and case studies.
This file includes the Top 10 Marketing Campaign by Apple wich includes "1984" Super Bowl, THINK DIFFERENT, GET A MAC, SWITCH, APPLE iPOD CAMPAIGN, DIGITAL HUB, DO NOT DISTURB, FACE TIME EVERYDAY, MUSIC EVERYDAY, PHOTO EVERY DAY,
"Why Apple can create blockbusters?" ~ Re-think: Product PlanningTaka Kondo
Many companies conduct product management without product planning.
They copy a product which is originally designed by other companies, and modify it.
They strive to survey technology/market trends and roadmaps from leading companies/giant research firms.
And they enhance the variety of functions and/or the numbers to make their spec table better.
They love to swim in the ‘red ocean’.
Apple is one of the companies which is carrying out product planning as well as product management.
It often enters the market very late, but re-creates the market itself.
Apple strives to understand what the user-experiences the customer looks for, values, and needs,
and re-invents the product category to make customers’ lifestyle better.
Apple loves to make her heart sing with her product.
Market Research Proposal - Capturing the Rural Market for Personal and Househ...Aakriti Agarwal
A case study on a hypothetical brand that is trying to increase its market share in the rural segment in India, facing two problems- identifying its priority markets, and deciding on its distribution networks. This case presents a proposal on how to go about the same and suggests some methods which will be looked into while conducting research.
A sample digital marketing plan for Panasonic's brand of digital cameras. The presentation includes research about competitors and key targets, and details strategies to best reach them online.
Digital Jungle is a cross cultural digital marketing Agency that works with Western organizations to market to a Chinese audience; living in China or abroad. This presentation outlines the Agency Credentials. A presentation that provides an overview of our Chinese focused digital marketing services including the digital channels used such as social, search, online media and email to amplify and echo key communication messages. Further, this presentation outlines the services, products and case studies.
This file includes the Top 10 Marketing Campaign by Apple wich includes "1984" Super Bowl, THINK DIFFERENT, GET A MAC, SWITCH, APPLE iPOD CAMPAIGN, DIGITAL HUB, DO NOT DISTURB, FACE TIME EVERYDAY, MUSIC EVERYDAY, PHOTO EVERY DAY,
"Why Apple can create blockbusters?" ~ Re-think: Product PlanningTaka Kondo
Many companies conduct product management without product planning.
They copy a product which is originally designed by other companies, and modify it.
They strive to survey technology/market trends and roadmaps from leading companies/giant research firms.
And they enhance the variety of functions and/or the numbers to make their spec table better.
They love to swim in the ‘red ocean’.
Apple is one of the companies which is carrying out product planning as well as product management.
It often enters the market very late, but re-creates the market itself.
Apple strives to understand what the user-experiences the customer looks for, values, and needs,
and re-invents the product category to make customers’ lifestyle better.
Apple loves to make her heart sing with her product.
The first presentation I wrote on the subject.
We seek to create not just work that earns pay, but meaning in what we do. Somewhere down the line, we realize that this is what advertising and brands should be about, too. Creating meaning, enabling people do things in life, making people aspire to the highest goals and showing them how to achieve it.
Advertising strategy
Apple focused on many categories while considering its advertising strategy. It took into consideration the location of the people, the usage and demand for certain technological updates but just like its first product in the beginning every strategy boosted after a minor setback.
Apple’s one of the major, most successful advertising slogan was “Think Different”.
It was started in 1997 for Apple Computers by the Los Angeles office of advertising agency.
The words "think different" were created by Chiat/Day art director Craig Tanimoto.
The text of the various versions of this commercial were written by Rob Siltanen and Ken Segall.
Apple Paper - Advertising Case Studies - Junior Year
In Advertising Case Studies class we studied Apple and the 1984 campaign and compared it to their other campaigns they have had.
2nd time at uploading this and trying to avoid the weird embed problems that pulled some old formatted slides through.
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Design inspiration: Sebastian Deterding
Digital advertising [infusion 17th october 2014]AlquimiaWRG
Tomorrow advertiser must be ready for any different condition dictated by the market, he will be able to do a bit of everything.
Here it is a not-so-brief showcase of advertising activities where digital media and creativity are mixed up in different ways, while the result remains amazing!
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Comparison of the 2 advertisements
1. Aleksey Narko
Student’s id: 57830
Creativity in Advertising
Project 1: Comparison of 2 ads.
“Here’s to the Crazy ones” VS “Everyone is doing it”
“The Crazy ones” ad of Apple1
“Everyone is doing it” ad of Call of Duty game2
These advertisements were chosen by me due to their complete difference. Both of them are videos,
however showing totally different approaches to advertising.
The first one is the ad by Apple Company, which has a very powerful message and shows the
revolutionary thinkers: Albert Einstein, Muhammad Ali, John Lennon and Yoko Ono, Martin Luther
King, Maria Callas, Richard Branson, Bob Dylan, Thomas Edison, Pablo Picasso, Mahatma Gandhi,
Alfred Hitchcock, Amelia Earhart - all of them were "involved" in the TV spot, which became the
legend of advertising.
Another one, called “Everyone is doing it”, which was banned and never shown on TV, shows an old
man, which looks like discussing sex, however uses double meanings of the words talking about an
online game “Call of Duty: Modern Warfare 2”. The Transcript of the ad is as follows: “Everyone is
doing it. Guys are doing it with girls. Girls are doing it with other girls. Some get together in groups
and do it. Some even do it with complete strangers. Some people like to do it hardcore. Some people
like to watch others doing it. Over 20 million people are doing it. Safe to say, everyone’s doing it.”
1
Image taken from: http://www.catspawdynamics.com/heres-to-the-crazy-ones/
Shortcut from advertisement “Call of Duty: Modern Warfare 2 - Everyone Is Doing It (Banned)”
Source: http://www.youtube.com/watch?v=l7NgLArJidY
2
2. Both of the ads are using the concept of storytelling. The first advertisement presents a story based on
the examples of the famous people, who were crazy enough to “change things” and “push the human
race forward”. The short videos of the great thinkers are shown, while Steve Jobs, at the background,
tells us a story about them, connecting it to Apple Company, which is also “Thinking Different” and
changes the lives of the millions with the help of their revolutionary products.
The second one shows an old man. He is describing the gaming process in the way that most of the
viewers think that he is talking about sex in a dirty way. Despite the sex negative image he is
explaining how most of the gamers see “Call of duty” when they play it: “In groups”, “hardcore”, full
of blood, scary. He describes the whole process of gaming, environment while playing and emotions of
the participants.
Apple ad of 1997 uses the concept of brand icons a lot. Despite the fact, that the 1 minute footage
shows 17 most influential people of the 20th century, which were also shown at “Think different”
campaign posters, the story of “the crazy ones” is told by the voice of Steve Jobs, the CEO and the
greatest visionary of Apple. Steve was playing the role of Apple brand icon from the very start of the
company till its death and even after it. “Everyone is doing it” ad is not using the concept of icons. It
shows the unknown old man, which appears only in one ad of the brand.
Both of the advertisements use the Unique Selling Proposition technique. In the case of Apple it is
used by showing Albert Einstein, Pablo Picasso, Muhammad Ali and others, the “crazy ones” who are
changing the world. The ad inspires the viewers to be crazy, different and break the rules and buy
Apple, that will help the owner to become genius. The ad enforces the viewer to stand out of the crowd
and buy Apple product instead of the one from the competitors. The advertisement of the Call of Duty
game is emphasizing the fact that over 20 million of people all over the world is playing the game,
which means “everyone”. The technique is being used in order to show that millions are playing this
game encourage even more people to join and have fun.
The advertisement of the new Call of Duty game is a perfect example of AIDA model. First of all the
advertisement, according to the information from the internet, was banned (explicit 1 minute version)
which brings extra attention of the audience and attracts people even more than the normal ad. “As
long as you get yourself plenty of press, any banned ad can be extremely successful online” says Chloe
Della Costa from Imediaconnection3. In this case it attracted more than 750 000 unique users to watch
the ad.4 Later on the ad makes the customer interested what “everyone is doing”. At the same time the
speech is based in order to convince the customer to desire the product, by saying how fun it is and
emphasizing the number of people active in the game. Later on the advertisement is finished with the
logo of the game, showing the stimulus package for Xbox Live users which makes the viewers act in
3
Source: http://www.imediaconnection.com/printpage/printpage.aspx?id=30890
The number is taken from the amount of users, who watched the ad on youtube. Source:
http://www.youtube.com/watch?v=l7NgLArJidY
4
3. order to buy the game. Apple ad, instead, is using Aida model only partially. It brings audience’s
attention and interest by showing famous people, but is not showing the actual product (MAC in this
case), to be desired, and doesn’t enforce any action from the customer’s side. It only shows the
company’s logo and slogan “Think Different” at the end. However, even partially unfinished, many
viewers, I guess, went to the shops to check the new revolutionary machines.
Both of the companies use psychology in their advertising spots. In the case of Apple, it is a clear
message to be different from others and change the world by using company products, while in the
case of Call of Duty ad there is a completely different point- “enjoy having fun in a big community!”
To Sum up, I would say that those two ads are at the top of my favorite. They were created at a
different time (1997 and 2009), for different products (computers and games) and use different
techniques (“be unique” and “be like everybody”), but have something in common-they make the
viewer watch them till the end and keep them in mind willing to buy the products in the future.
Literature:
Apple-Think Different. 1997. Video.
Available from: http://www.youtube.com/watch?v=nmwXdGm89Tk
Belch M., Belch G., (2003) Advertising and Promotion, Irwin McGraw-Hill, Boston
Call of Duty: Modern Warfare 2 - Everyone Is Doing It (Banned).Video
Available from: http://www.youtube.com/watch?v=l7NgLArJidY
Costa,D.C.,2012.” How to cash in on banned ads”
Available from: http://www.imediaconnection.com/printpage/printpage.aspx?id=30890
Guntheral, 2010. “Everyone is doing it. Stimulus Package advertisement”
Available from: http://borderhouseblog.com/?p=2537
Hormby,T., 2007. 'Think Different': The Ad Campaign that Restored Apple's Reputation.
Available from: http://lowendmac.com/orchard/07/apple-think-different.html