Apple’s new ad spots for the iTunes Music Store hit the right notes, being “remarkably simple, fresh and lyrical,” according to
“On the surface, these commercials seem so basic, like ‘Switchers,’ but without all the angst and the tics,” AdWeek opines. “Those also featured people standing against white space. (Do Apple and the Gap each own half of the white-space trademark?) But ‘Switchers’ sold the big-ticket items and featured real people and their tech stories, full of PC fury. Here, the song is the story, and the spots promote a great new, cheap service … So this campaign is much more fun.”
The ads now only sell individual songs for individual tastes, but “effortlessly target different segments and demos, and moves Apple into a whole new mind space,” the article adds. And with over two million songs downloaded in two weeks, the spots are not only “easy and joyous,” but are the “tail wagging the dog.”
“More downloads means more iPods sold means more people buying Macs,” AdWeek says.