Comments on: keep it remixable, stupid

By: Faites des publicités recyclables! | Interact!on - Medias sociaux, stratégie de marque et créativité

Tue, 16 Jun 2009 15:23:16 +0000

[...] inspiré par What consumes me Informations sur l’article 16 juin 2009 Brève – Marketing Par Jean Dubearnes Mots [...]

By: ad

ad — Mon, 15 Jun 2009 22:01:41 +0000

arghhhh what are apple doing?!? but you know what, they can get away with this. only if they start doing this over and over again (rhythm like you said) will they lose it!

By: Bud Caddell

Bud Caddell — Mon, 15 Jun 2009 19:33:15 +0000

@gregory

I did leave one crucial part out here, and you pointed it out — you have to have repetition to have consistency to have rhythm.

By: Gregory Ng

Gregory Ng — Mon, 15 Jun 2009 18:24:26 +0000

I agree that the ability to quickly remix the other Apple commercials made it easy to spread and parody. And I agree that is good. I also agree that the new ad looks like any ol’ cellphone commercial.

But without (your words) “disrupting their current rhythm” many general consumers would not recognize it as a new phone.

If you recall, before the initial iPhone launch, Apple debuted the “Hello” ad that is totally different than the current campaign. They did not extend that concept past that one ad. I bet Apple goes right back to the formula after launch when discussing specific features.