Best Oscar Commercial? Who else: Apple
As they are for the Super Bowl, new (and pricey) commercials are synonymous with the Oscars. And in a night of varying success in that regard, the winner was Apple with its “Hello” commercial, the first iPhone television ad. What separated it from other Apple launches was the element of surprise; the viewer didn’t know the ad’s product until the end, when the iPhone appeared. But it did so without showing the Apple logo and the iPhone name, the message being: You already know this phone’s name and the company that makes it. And they were right.
The commercial played like the quintessential Oscar feature, well edited at high speed with stock footage of movies new and old, that upon the first airing you didn’t realize it was an ad. Apple never fails in its commercial ventures, and with each new addition, the expectations grow. Disappointing its fans (and even those who loathe the company), is not in its nature.
The beginning of the iPhone marketing campaign is off and running. By the time June rolls around and the product hits the market, the smart money says the world will be ready to adopt.