No Explanation Neccessary

The fist commercials for Apple's new iPhone started airing last Sunday night during the Academy Awards. You probably already know about the iPhone, most people have at least heard the name. And that's what Apple seems to be banking on with this new campaign; no description, no explanation, no list of features, nothing but a look at the phone. In case you haven't seem the commercial, it's on Apple's homepage at Apple.com. Apple, and a lot of other companies have been doing this lately, in what seems to be an effort to tell as little about the product in a commercial as possible. In Apple's case, it's probably best for now, since it's not due out till June at the earliest. But in their best know commercials, the iPod + iTunes commercials, it's only people dancing; no mention of what the iPod is exactly, or what iTunes does. The audience is just supposed to know, or be so intrigued that they go and look it up afterwards; perhaps Apple and Google are in bed together.

Not that I'm complaining, I love Apple commercials, which are usually a hefty cut above the rest. But a lot of the other companies that do this, with less success, probably should tell a little more about their product. Commercials that introduce new drugs and pills, "solutions" to common problems with getting old. "Just go ask your doctor" they claim, as if too lazy to tell you themselves. Some commercials in which you no idea what they are selling, where your just about to ask yourself, "are they selling sex?", it turns out to be a car. Making the car look like something you should have sex with does not necessarily make me want to buy it; but perhaps the "sexy" cars are just another "solution" to problems with getting old. But I digress.

I guess what I'm saying is this new method of non-descriptive commercials works for brand new products which don't come out for another three months.