Apple vs. Facebook: Who Wore Their Creativity Better?
Apple and Facebook both did ads recently that I love. They both tap into my emotions. They both tell a great story. Both have incredible production values. Their creativity isn’t the problem. The problem is that only one of them delivers on a viable brand promise.
In Apple’s airpods spot, a dejected man slips on his wireless charging airpods and heads out the door. Suddenly, the music playing in his head puts a little bounce in his step, literally. As his journey continues on, the world around him becomes a bouncy, happy place filled with possibilities and suddenly possible impossibilities.
To further drive home the wireless point, all the stunts were done with no wires or harness, but with actual bouncy surfaces and a high-flying, experienced acrobat as the lead character. You get a feel for what the brand brings you and what it represents. You know what the product is and how it makes you feel. It’s beautiful and done well.
In the Facebook spot, you see two different dads having a great connection with their young daughters. The storytelling is great, you connect with these working-class New York dads and their daughters. Each gets them ready to go to a baseball game, one a Yankees fan, one a Mets fan. They have a great time at the game, while getting their daughters into their favorite baseball team.
I love the storytelling. I love the song choice. I love the emotional connection – especially as a dad with a daughter. But, you have no idea what the ad is for until at the end, when it’s revealed that it’s for Facebook groups. In the nearly two minute version below, you can kind of get the connection as the dads message each other. In the shorter version I saw on TV, I saw it and was like, “Huh? What does this have to do with Facebook groups?” I manage a number of Facebook groups and I could not figure out what the connection between the story and the product was.
Facebook Groups – Dads from The Mercadantes on Vimeo.
Finally, after a number of viewings, I noticed they were in a “dads with daughters” Facebook group (the shorter version didn’t have the messaging part) and it sort of made sense, but not really.
To me, the Apple spot connected well with the brand. The Facebook ad was a big miss. I loved the creativity of both ads, but for an ad to be worth doing, the creative needs to connect with the brand. Otherwise, you’re wasting the brand’s money. What do you think? Did both ads connect for you or do you think Facebook missed the mark?
Mike McClure, being all judgey
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