Designed by Apple in California

In the good old days of advertising, we saw print ads with big bold images and beautifully written long copy. Here we see Apple drawing inspiration from the classics, with this set of four print ads, which make use of traditional advertising tropes to create emotional, engaging and feel good print ads.

This campaign, from TBWA\Media Arts Lab, USA brings back all the good stuff, and the copy is so well written. It reads:

This is it.
This is what matters.
The experience of a product.
How it makes someone feel.
When you start by imagining
What that might be like,
You step back.
You think.

Who will this help?
Will it make life better?
Does this deserve to exist?
If you are busy making everything,
How can you perfect anything?

We don’t believe in coincidence.
Or dumb luck.
There are a thousand “no’s”
For every “yes.”
We spend a lot of time
On a few great things.
Until every idea we touch
Enhances each life it touches.

We’re engineers and artists.
Craftmen and inventors.
We sign our work.
You may rarely look at it.
But you’ll always feel it.
This is our signature.
And it means everything.

Designed by Apple in California

There are two great things these ads do from a strategic perspective. Firstly, they sell the viewer on the world of Apple and their insistence on nothing but the best products. This is something anyone with any Apple device will know inherently. But for those who aren’t yet part of ‘the family’ these ads are incredibly compelling. Powerful images with powerful copy are the makings of great ads, and ideally, great ads that encourage people to buy into the brand.

The second thing this ad does is reinforce the purchase decision of those people who are already part of the Apple family. If you already own an Apple device (it is estimated that 350 million iPods have been sold since 2001 and that 125 million iPhones were sold in 2012 alone) you know this feeling. You know the joy your purchase brings you. These ads remind you that you made a great choice, and make you feel better about the brand. Of course, if you associate with Apple, this means that feeling better about the brand makes you feel better about yourself.

Not bad for a picture and some words.

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