At the end of yesterday’s Worldwide Developers Conference, Apple CEO Tim Cook debuted a new TV ad that focused on the company’s products and services, and how they enrich lives.
The ad’s tagline is “Designed by Apple in California”, leveraging the statement displayed on every Apple product to make an emotional connection with consumers over the care the company puts into its products.
From the ad: “This is it. This is what matters. The experience of a product. How will it make someone feel? Will it make life better? Does it deserve to exist? We spend a lot of time on a few great things, until every idea we touch enhances each life it touches. You may rarely look at it, but you’ll always feel it…this is our signature, and it means everything.”
Bloomberg reports this morning, that the ad is part of a new campaign being launched by Apple and longtime advertising partner TBWA\Chiat\Day.
After years of product-oriented ads that have failed to stem market-share losses to devices built on Google Inc.’s Android software, the campaign will emphasize the quality and reliability of Apple’s ecosystem of products, apps and content, said the people, who asked not to be named because the plans aren’t public. The company previewed one of the ads yesterday. Others will follow in coming months, one of the people said.
The same sources also say the summer campaign will not focus on any single product, but will instead focus on the company’s overall brand and the seamless integration of the Apple ecosystem.
Apple has also launched a new “Designed by Apple” page on its website, which offers a longer version of the narration from the new commercial. The site also hosts the company’s “Intention” video that opened yesterday’s WWDC keynote.