#marketing

Ken Segall on the previously linked Apple Christmas commercial:

Of course, we’re talking about Apple here — so there’s no shortage of critics eager to tell us why the commercial fails. Take your pick: it says little about the product, any smartphone can make a movie, or the spot is a depressing statement about human values.

Good grief.

Most of these people mistake their personal opinion, instinct, values and/or taste for actual marketing talent. There are tens of millions of people who will stop in their tracks at this commercial and wipe a tear from their eye. As a result, they will feel slightly more attached to Apple, which is the marketing purpose of this spot.

Quite right.

Brian X. Chen for NYT:

BlackBerry has named the singer Alicia Keys as its global creative director. At a press conference in New York on Wednesday, Ms. Keys said that she and BlackBerry were now “exclusively dating,” even though previously she had dumped the BlackBerry because she had been attracted to “hotter, sexier phones, something with more bling.”

There’s just one glitch: Her Twitter account shows she was very recently spending time with an iPhone.

Whoops.

Okay, okay, sure: she could still be on her iPhone since the new BlackBerrys (BlackBerries?) aren’t technically out yet. BUT, as an “officer” of the company now, don’t you think she’d have access to one when say, those reviewing the devices for tech blogs do?

That smell, what is it? Oh, right. Bullshit.

I can’t believe I’m still writing about Alicia Keys right now. Shoot me.