Apple has redefined the way we consume computing but it has also redefined the way we consume music. It’s also made some songs really popular. It’s created songs that still stick in my mind. Interestingly, via their ads, not because they were aired on traditional mediums like TV, Cinema, Outdoor, etc. It was on Apple’s website. It was on YouTube. It was on my favorite sites like MacRumors.com.
Mashable did an excellent article on 15 songs that defined the sound of Apple’s marketing. The truth is, Marketing is not just via the communication materials that go out. There’s so much more to it. The products themselves were built as a marketing tool on their own. If you observe most of the ads, they are the most basic ads, some truly functional - simply telling you what the product does. The product wins over the advertising. Often you might hear these exact words “I don’t know what Apple is selling, i’d buy it anyway”. Was it rocket science to put a MacBook Air into an envelope? The advertising agency had it simple. Props to TBWA Chiat Day who has an amazing track record with Apple - a brand anyone in the creative field would have loved since Steve Jobs took over.
But there is still something about what TBWA Chiat Day did. I refuse to believe that the music was selected by Apple. Sure, they have the entire universe of music on their store, but i’m pretty darn sure the agency had something to do with it. The songs if not iconic enough on their own, have become iconic themselves. New artistes are born everyday - but the ads that have come from Apple have certainly showed that a simple TVC can sell more than a product. The Apple product, the music, the way we use IT, all in 30 seconds, without that heavy media spend.
This specific song, by Orba Squara, aka Mitch Davis called “Perfect Timing” has been my most used ringtone in the last 4 years. I love it. I love Apple. I love Music.
P.S. Don’t forget Gorillaz’s Feel Good Inc being one of the other iconic song.
Check out the full article by Mashable here.
