Apple is one of the most recognised companies in the tech industry. It is also a competitive video creator that demonstrates its exceptional video production skills in the video ads it produces for the new products. The high quality and professional video ads attract millions of views every time they are uploaded. Infused with creativity, the Apple video ads can build brand awareness and help consumers understand the product’s features in an entertaining way. They are the perfect examples of how a successful video should be made.
‘Memory’ – Face ID
Resonates with your ‘forgot-my-password’ experience
‘Your face is your password.’
How many times have your mind gone blank when you try to fish your online password from your memory?
A great video ad should be able to resonate with viewers. This video ad speaks to the audience and delivers the ‘Your face is your password’ message by centering around a common problem people face – ‘forgot password’. The video makes everyone’s daily experience into a dramatic event with a tense setting and lighting, starting with the question ‘This morning, you created an online banking password. What is it?’ to engage the audience and trigger their interest to watch till the end to see how the story unfolds. The video ad is intense yet amusing thanks to the exaggerated acting and background music.
‘Unleash’ – A11 Bionic chip
A surreal world from a gamer’s view
‘Unleash a more powerful you.’
What if our lives turned into an action-adventure game and we had to fight anywhere and anytime?
Videos with a unique and strong visual style can instantly capture the audience’s attention. To demonstrate the unprecedented user experience the iPhone X A 11 Bionic chip brings about and the outstanding performance of the processor when it comes to multiple operations, the video is created with CGI to bring the surreal gaming scenarios into the real life of a teenage boy, who fights off the enemies, replies to his messages and live streams his game on his iPhone X smooth and free without obstruction. As we see the boy adopts the game role in the reality, we can also enjoy the beautifully crafted CGI. The background music with strong beats and sound effects heighten the intensity of the video and brings the video to the next level.
‘Taxi Driver’ – Animoji
K-Pop Rules Now
K-pop music and Apple – a great combination that generates a high number of views.
Incorporating the trends in the society into a video can make the video ad go viral. Picking up the music trend in Korea, this video features three of the Animoji characters singing along to ‘Citizen Kane’, a new single by the popular Korean indie band Hyukoh. The three Animoji characters lip syncs to the new band music as they travel along a stylized neon landscape. This Animoji karaoke ad appeals to Hyuoh’s fans as a form of music video that it has generated a high number of views, twice as many views as other iPhone X video ads have. The video allows the audience to learn about the capabilities of Animoji mimicking users’ facial expression while enjoying the music.
‘Fly Market’ – Pay with Face ID
Let’s play the music and dance
Sometimes I watch the entire video ads simply because of its mesmerising music and visual elements…
To make a video stand out from the crowd, you want your video to contain unique visual elements, e.g. costumes, props and backgrounds, and of course, distinctive music. Taking place in an open market, the video, featuring a man dancing to the upbeat background music and making purchases along his way with just a nod, exhibits a unique visual style through the costumes and imaginery settings, as if it is a music video. The video communicates the ‘Your face is your money’ message well and resonates with a consumer’s life as it is built upon the idea of speed and convenience, two important factors that nowadays consumers value. The scene where the sofa is delivered to the home at the speed of light is no doubt the most interesting one throughout the video, stressing how fast and easy to buy something you like with Face ID and Apple Pay.
‘Unlock’ – Unlock with Face ID
A small idea grows into something big
‘Unlock with a look.’
What if we could apply the unlock function of iPhone to our everyday lives?
A key to a successful ad is a creative idea, and this video ad is an example of injecting creativity into video making. It delivers a simple idea through an exaggerated way. Applying the unlock function of Face ID in an ordinary daily life, the teenager is empowered with the ‘Face ID unlock’ power that she can unlock things magically with a simple gaze, e.g. lockers, cupboards, gates and even the punk chain at the end. The video features vibrant colours and a bubbly background music to make the ambience blissful and uplifting to the audience, and greets the audience with interesting video shots.
‘A New Light’ – Portrait Lighting
A direct & simple message does its thing
‘Studio portraits without the studio.’
The music gets stuck in my head even after the ad ends.
Sometimes, a quick and focused message is all it takes to create an effective video ad. Instead of building your video around striking visuals and stunning background music, you can opt for a simple way to establish a single and simple purpose. This video plugs the photos taken with the Portrait Lighting feature one after the other along with the cheerful music, and ditches the studio lights using reverse motion to speak to the audience that the new photography feature is designed to emulate studio photography lighting. A catchy music, with the repeated line ‘do your things … do your do your thing’, is used in the video to leave a significant impression on the audience.
Video source:
https://www.youtube.com/user/Apple