Ad of the Week

Each week, I will begin awarding my favorite ad, commercial, or viral video. Sort of like a marketing rendition of VH1's Best Week Ever (or a weekly Cannes). I won't be applying any specific grading rubric to the ads, only because ads are too often scrutinized for copywriting and art direction and not appreciated for their social interactions and extensions of brand experiences.

So, the first award goes ceremoniously to Apple and their recent iPhone commercial. The TV ad debuted appropriately during the Oscars last Sunday, and I recall viewing it a couple times during Monday's 24. After viewing it for the first time, I couldn't help but smile. The ads left a sense of purpose, believability, and even community.

Ron Elizando said it best on his blog Brand Curve:
"I think it’s brilliant. They’re pushing and clicking the right buttons on consumers minds. First off, just by making an ad for this new product under their “Apple” brand they’ve already captured the attention of millions, many of which are die-hard fans that will instantly connect to it.

And then, to take it all to the next level they show some of the best and most memorable “phone answering” moments in TV and cinema history. They’re straight-up playing with out hearts and minds. People tend to fall deep in love with TV/movie story lines, characters, and images; so by starting off the commercial with this attention hook they’re making sure all eyes (and minds, and probably many hearts) are into the ad 100%.

I think this is what all TV ads should be like. Well thought of, well executed, and most of all: excellent serving for the brand they’re promoting.