This wasn’t actually the ad that introduced the iPod — this ad was
http://www.youtube.com/watch?v=nWqj6OQQOHA
It was more explanatory and certainly less iconic. Usually we don’t get to see Apple’s iterative process - but these two ads show that evolution of the message.
Even though the first ad was largely non-verbal, with great music, it wasn’t enough. Watching that first ad you think, “the most fun is watching that guy dance holding his iPod” And sure enough, that’s the only thing that happens in the next ad. Pushing on the single right idea and bringing it to the forefront - that’s what they do best.
Iconic
Reading the Steve Jobs book I was struck by Steve Jobs’ consistent use of iconic imagery and music. Even to the point of minimizing the actual product. His marketing approach was to infuse the very emotional essence and spirit of the product rather than than it’s features. He sold aspirational human emotions as unlocked by the experience of beautifully designed products. As Jony Ive said the product should defer to us. From the very first starkly iconic Macintosh commercial to the fun and joyful introduction of the original iPod, the unifying principal was that icons, symbols speak to the human heart more than any whiz bang technology features. We must remember always that all our innovations should be in service and deeply rooted in the best aspects of our collective human spirit.
Here is the iconic “Hey Mama” iPod commercial that Apple used to introduce the iPod. It also was the first time for many that they were introduced to the now iconic Black Eyed Peas. Watching it I imagined Steve Jobs watching it back when it was originally produced and nodding with a knowingly wise smile across his face. I imagine him envisioning millions of people looking up to watch it for the first time on television and beginning to involuntarily twitch and move their heads, feet and bodies to the rhythm. In those silhouettes we could project our very selves, wearing this new jewelry of the purest white, feeding our souls with a vibrant beat that made us feel so alive with joy and happiness. We couldn’t even see the iPod yet and yet we knew right there and then that it would be ours. And our lives have been lyrical and full of rhythm since. As we dance to our music now, let’s all give a knowing nod and wink to that man who gave us so much of his soul and stirred us to move again.
