March 1, 2017
CNet discussed the new advert, noting that Apple’s advert “tashes office printers” by noting that “printing on, say, the office machine can be embarrassing. So why not buy an iPad Pro and preserve your personal life?” The site’s Technically Incorrect blog noted that the advert appears to note that the iPad Pro is for “printing on a need-to-know basis”, and gives jokey examples.
These include that “you need to print the papers for the court case following your latest ouzo-boozing expedition”, or that “perhaps it’s the contract offer you’ve just received from a rival company”, but because “you’re at the office”, once you’ve printed “anyone might see it”, with Apple here to “defend your privacy – something that Cupertino cares greatly about”.
The advert itself shows a woman holding out a printed tweet, which says “when you’re printing personal things at work and you have to run to the printer to get your stuff before anyone else does”. The voiceover then says “don’t print. With iPad Pro and Apple Pencil you can just sign and send off that secret new job offer”, before the woman responds “what new job offer? I’m not looking for a new job! I’m very happy here!”
The site adds that the advert “claims that its computer-not-computer is perfect for doing clandestine business”, and the site jokingly notes that “all you need is your iPad Pro and your Apple Pencil. You take both to work, don’t you? Doesn’t everyone? You put the document up on the iPad Pro’s screen, sign, send and no one needs to know.
“Unless, of course, someone just happens to walk by your cubicle and say loudly: ‘Hey, what’s that document you’re signing? Are you being charged with public intoxication?’” The site adds that the advert “follows the theme of a campaign in which each ad begins with a real tweet and shows how the iPad Pro can solve the problem”, and the series of adverts “have already spent some time scoffing at PCs. Now, Apple is asking you to give it money in order to preserve your personal dignity”.
It concludes that “of course, going to your local FedEx Kinko’s is a lot cheaper than buying an iPad Pro. Perhaps Apple will do a follow-up ad to explain how the iPad Pro can send packages all over the world”. You can view the advert below.
Categories : Around the Industry