Sometimes , there are just not enough minute in the day . The preceding few days , I ’ve been tinkering with a web log post about Apple TV — specifically on how we had yet to see a TV commercial message for the set - top box that connect your computing machine and your TV set for convenient movie watching . I was go to muse on why we had seen an iPhone TV ad when that product wo n’t be out until June and not one for a product that , if you live within driving distance of an Apple Store and have $ 299 on hand , you could have hooked up to your TV set by day ’s end . And then I was going to make a hypnotism for what I retrieve would be an effective Apple telly commercial — an musical theme for a 30 - second spot so clever that theTBWAChiatDaypeople would pulsate a path to my threshold to offer me obscene amounts of money to get into the ad biz . I would sheepishly decline , of course — I’m get hitched with to the intelligence biz — but still , I ’d be flattered .
So there I was smoothen this web log place when , all of sudden , Apple comes out witha commercial for Apple TV , rendering everything I had compose completely moot .
Well … alteration of plans , then .
I do n’t conceive the fact that we ’re only seeing an Apple TV ad now as opposed to theiPhone commercial’shigh - visibility first appearance during the Academy Awards is n’t necessarily a thoughtfulness of the Apple TV ’s vista as a product . Some would argue that Apple TV will produce more receipts for Apple than iPhone will ; it ’s just that right now , the iPhone has more bombination fence in it , so Apple probably estimate it should light upon while the iron is blistering .
And lease ’s confront it : Apple goggle box is not that an easy intersection to advertise in a visual medium . Essentially , we ’re let the cat out of the bag about a small , thin boxful that helps you ascertain television . While it ’s something to see in soul , it ’s not the variety of thing that translate easily to a 30 - second gear cartridge holder .
I think the trick for Apple and its ad agency would be to tout Apple TV as the missing opus in a magnanimous puzzle — something that allowed you to easily take video you already own and watch it on another machine . ( Really ! That ’s what I was going to say . It benefit me nothing to fib about this . ) And in nitty-gritty that ’s what the initial Apple TV ad does .
The ad begin with someone watching the movieSchool of Rock — now available viaiTunes!—on an iMac at his desk ; we trash to another way where that same person is watching the movie on a video iPod ; and , after another pan , we ’re see the moving-picture show on a plane - projection screen TV that ’s next to an Apple telly . The commercial-grade drives home the full point that Apple TV is just another seamless step in your movie - view experience — the continuous panning help a lot in that regard — without fetch into the ins and outs of how you get content on there or what it can and ca n’t do or any of the other Apple TV questions that might otherwise deflect from the ad ’s substance .
I think it ’s a pretty efficacious ad , but then again , it passably much mirror what I was going to suggest . ( No , really ! ) It ’s also fair reminiscent of another TV ad I realise recently in which a guy cable watches an action motion picture on his TV , wandering equipment , and laptop computer as he go from his apartment to a hack to a train ; that ad may be less effective than Apple ’s effort , however , since I ca n’t for the life of me recollect the product , servicing or company it was think to make me want to spend money on .
But that ’s just the belief of one person whose imaginings closely equalise the ruined production . What do you folks think ? Is this TV slur going to make other people want to spend $ 299 for an Apple TV ? Or was Apple better off with 30 seconds of picture character answering the phone in its iPhone place ?
