As we get more experienced in the industry, we’re slowly understanding the frustration of having to ‘make logos bigger’ or ‘show more of the product’ – And of course, as a creative you’re always reluctant to do so – if it affects the concept.
But look at Apple. Their concept is simply show the product
Why? – Because that’s their concept. Their products are desirable, everybody wants them. We spend almost half a year wondering what the next iPhone/iPad will look like. So when they do finally release it, all their advertising does is show you.
Currently there’s plenty of PR about what the iPhone 5 ‘could’ look like – whether that PR stunt is from Apple, or just someone wanting to stir things up, the products sell themselves.
As a campaign, Apple’s strategy is probably about 90% PR, 10% executional.
And it works. Which is why this will not be the first time they’ve adopted this approach. The iPhone 3G, 3GS, 4, 5, iPad 1, 2 and soon to be number 3 will all have adopted this strip-tease approach of revealing their product.
Now obviously it won’t work for every brand, but if the brand is desirable, like Apple, sometimes you don’t need to do anything else.
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Better still, look where they’ve put it. Old, lumbering, rusty, ugly gantry. Very yesterday. Juxtaposed with the sexy, clean, slim, beautiful iPad2. Very today.