Apple heralds design philosophy in global brand ads

Apple is rolling out a global TV brand campaign that focuses on its design philosophy and the way it approaches product design to enhance consumers’ lives as it looks to claw back some of the sales it has lost to Samsung.

https://www.youtube.com/watch?v=VpZmIiIXuZ0

The ads liken its designers to artists and craftsmen as well as being inventors and engineers. Recent Apple advertising has focused on specific product launches.

TV ads will be supported with long copy press ads. They state: “This is it. This is what matters. The experience of a product. How it makes someone feel … Who will this help? Will it make life Better? Does it deserve to exist? We spend a lot of time on a few great things. Until everything we touch enhances every life we touch.”

Ads also introduce the strapline Designed by Apple in California. 

Apple will be hoping the ad helps boost sales after coming under increasing pressure from Samsung. The South Korean business stretched its lead over Apple in the smartphone market during the first three months of 2013.

The campaign was created by TBWAMedia Arts Lab.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here