I always admire the way Apple communicates. Watching the recent iPhone 14 commercial video, I was impressed by their storytelling once again. When I see an excellent advertisement, I often think about what the advertisement’s proposal would have written. To discover things that are invisible from the consumer’s point of view.
The two commercials I saw had a similar flow. I felt that the time of 30 seconds was composed in the same flow. Divide the video into three parts, and in each part, ‘Wasn’t it made while paying attention to these parts?’ I have compiled what I want to do. If you are planning an advertisement video, it would not be bad to apply only the details to this flow by transforming it 🙂
message you want to convey
1.If you turn on the action mode of the iPhone 14, you can take stable videos even in shaky situations.
Apple doesn’t say what it wants to say first. The story begins by showing specific moments of ordinary people who are common around us. Most of the 30 seconds you are given will be spent getting your opponent hooked on this story.
1) main character and setting
- Setting: A child running at a sports day and a mother trying to record it as a video (main character)
- Elements that make you fall into the situation: Close-up of the main characters’ expressions (emotions), music and sound effects
Even if you watch the video for only 3 seconds, you can grasp all the emotions of the main character and the situation in the story prepared by Apple. The ‘speed’ that makes you fall in love is overwhelming. You can guess how sincere he must have been in the details, such as the character’s facial expression and music selection. It’s also a good example of how you can immerse your opponent without putting too much aggro in the intro.
2) induce emotional immersion
- A development that allows you to be more immersed in the atmosphere of ‘tension’: the precious face of the child and mother before departure (product appearance), the child’s speedy run, the mother running faster not to miss it, and then stepping on the puddle and waving, thrilling sound effect added
A product emerges. But it doesn’t interfere with immersion at all. You get more and more into the story. If you look at it for about 15 seconds, you will find yourself cheering for the child and mother. ‘Will the video be recorded properly when it shakes so excessively?’ Anxiety creeps in as well. In the development after the beginning of The expressions of the characters are often exposed, making them immerse themselves in some negative emotions (tension, trembling). For a message coming soon.
3) A message that comes with a twist
- Reversal: The image of a child stably captured in the video
- Message: “Camera shaking. stable video. Calm down. It’s an iPhone.”
Apple knows this is the best moment to pitch a message. The action mode function of iPhone 14 appears in the story like a solver. Helps the protagonist who is in trouble to do his task (= record the child’s appearance beautifully).
Apple’s message only appears in the last 5 seconds. but ‘This short and intense message delivered from the position of ‘fixer’becomes the most memorable message after the video ends.
The message you want to convey 2.
iPhone 14 lets you cancel accidentally sent messages
This ad explaining another feature of the iPhone 14 is also not very different in structure. It begins by dragging us into another story.
1) setting the background of the main character
- A man mourning the death of his lizard (?) (main character)
- Factors that make you fall into the situation: Close-up of a man’s expression (emotion), music
Again, if you look at it for 3 seconds, you can understand the situation. As we watch the video, we begin to sympathize with the man’s sad feelings as he looks at the dead Leon (whose name is Leon, so maybe it’s a chameleon).
2) induce emotional immersion
- A development that allows you to immerse yourself more in ‘sadness’: Expressions that don’t know what to do, the main character who taps the lizard, and sending a message expressing sadness to a friend (product appearance)
Since the product is a ‘smartphone’ that is used in almost every situation, the first appearance is very natural. Marketers who sell smartphones are not common, so other marketers I think it is necessary to set up a situation where the product can appear without interfering with immersion from the beginning.
3) A message that comes with a twist
- He wasn’t dead, but Leon, who was sleeping, woke up.
- Message: “Undo sent message. Calm down. It’s an iPhone.”
also Amidst the peak of sadness, another solution called the iPhone appearsdo. Leave a few short, easy-to-remember messages that will make you want to try this product.
3 things that draw you in to the story
- the story is Be specific. Even large corporations that target ‘everyone’ like Apple tell a story in a specific situation of a person. It’s okay not to worry about narrowing the target. If there is an ’emotion that any human being can relate to universally’ on a large basis, there is no feeling that the target is narrowed at all.
- A mother’s love for her child
- The heart of a guardian who loves companion animals
- ‘Emotion’ plays an important role in immersion. And Apple to convey emotion The facial expressions of the characters are actively used. You can see human expressions in your eyes, and hear carefully selected music and sound effects in your ears to heighten the atmosphere. I can’t help but fall into it.
3. Deliver the message with a twist when the audience is sufficiently immersed in uncomfortable emotions such as tension or sadness. Messages delivered from the fixer’s position are more memorable. ‘What customers remember’. This is the sole purpose of sending out messages. Apple always achieves its purpose.
Park Sang-hoon (Plan Bro) brunchAfter editing the article posted on , Mobi Inside introduces it once more.
