The Advertising Campaigns Of Ipod And Ipod Video

The ipod presents, besides an interesting technicalappearance of the first generation of iPods: the
evolution, an original and innovative way of promotingimages basically showed black silhouettes of people
and advertising, which differs in style and slogansdancing while wearing iPods. This new campaign was
from the first ads of the first generation of iPods, torealized based on the same intense colors and
the most recent iPod video advertising campaigns.dynamic images like the first campaign. Even more,
The first campaigns concentrated upon the newthe success of the campaign was owed to the
product promoted both the iPod and iTunes brands.popularity of the performed music, such as The
These advertising campaigns were leaded by theVines' Ride, The Caesars' Jerk it Out, Gorillaz' Feel
slogan A thousand songs, in your pocket, which wasGood Inc., Steriogram's Walkie-Talkie Man, Jet's Are
launched in November 2001. The colors which wereYou Gonna Be My Girl, Propellerheads' Take California,
selected for the first iPod campaigns were brisk andOzomatli's Saturday Night, N*E*R*D's Rock Star
full of live: turquoise, cyclamen, bright grass green and(Jason Nevin's Mix), Franz Ferdinand's Take Me Out or
other joyful nuances were chosen to represent theDaft Punk's Technologic.
idea of both music and video, meaning both visualWith the release of the new iPod video, the image
and auditory sensations. The wrap advertising wasof the product and its promotion began to change.
used, at the same time with the other and moreThe slogan of the new product was One more
traditional types of BTL advertising: there werething..., meaning the new and expected video feature,
various light rail wraps in busy centers or midtowns,which was a big plus comparing with the latest model
using the same visual message as the banners. Largeof 2005. The ads for this new product were focused
banners and billboards were displayed in various busyon the video playing capabilities of the device.
centers, with high visibility. The promotion wasActually, the ad featured U2's Original of the Species
intense, forward and dynamic, with only intense andfrom the Vertigo: Live From Chicago DVD. Based on
optimum quality for all the elements: the colors werethe same idea, there were 2 more videos which
vivid, the actual ads were large and the representedfeatured Eminem and Wynton Marsalis. Still, at the
images were dynamic. The TV ads weresame time, the ad which was presenting the dancing
concentrated upon the idea of music, dancing andsilhouettes continued, but it was modified into
mobility and the text of these was just limited to thesomething more representative for the new video
slogan of the product and of the Apple brand (Thinkdevice: the backgrounds were not simple vivid colors
clear).anymore, they were textured and had various
In 2003, the new advertising campaign that Applepatterns, symbolizing the evolution concerning the
introduced was due to the conjunction with theimage and the video properties of the new model of
launch of the iTunes music store. The campaigniPod. The 2 variants of the videos featuring the 2
concentrated mostly on the interpretation of popularpopular artists ranged from an orange urban theme
songs by different persons wearing iPods. Thisof the hip hop music to a cool blue one of the jazz
campaign was a big hit, due to the fact that it waslook.
based on famous pop, rock and hip hop songs,The latest iPod ad, released in March 2006 is not
belonging to artists such as Eminem or Pink.based on the silhouette style anymore; instead, the
Later that year, in October 2003 , iPod released aproducers opted for a video showing various CD
new series of ads, based on the silhouette campaign,covers, integrating in an iPod nano, under the same
which was the base for most of the print ads, likeolder slogan A thousand songs, in your pocket.
banners, billboards and wraps, even from the