Epi #43 ~ Deconstructing Apple's New Ad: A Behavioural Science Perspective
苹果 has once again sparked fervent commentary with their latest ad campaign for the iPad Pro. If you've not seen it yet, check it out, I'd love to hear your unabridged thoughts.
In this edition of Nicky's Nuggets, I delve into the subliminal undercurrents underpinning this polarising creative—dissecting from a behavioural science and consumer psychology perspective. Not to mention, looking deeper into our pesky subconscious biases.
The aim:
I digress... The 69-second ad spot has caught many marketers, customers and rusted-on fans attention... Not for the right reasons.
At first glance, the ad is a bit odd. Literally and figuratively crushing nostalgia, creativity and pop culture icons—more than a little anti-the-current-zeitgeist.
Or as Nick Kalm of Reputation Partners, LLC said “We are going to crush you and your careers and we are going to make billions of dollars off of it. Have a nice day.”
And there's been backlash... So much so, Apple has posted a formal apology and pulled the ad.. From TV, not YouTube, by the way.
Considering Gen Z & Millennials consume much more YouTube content than linear TV, X & Boomers flip that.. Perhaps there's something deeper here.. We'll address that later.
To me, this feels like a creatively-led idea that dared to shake the tree and make us rethink the old with the new.. However, ultimately perhaps it was not sense-checked against human psychology, or our system 2 brains (thank you, Mr Kahneman).
Time will tell.
And is there such a thing as bad PR?
We've seen many an example both ways.
And perhaps it doesn't matter anyway. Apple has built up so much goodwill, they'll probably be excused.
However, it's not all bad. There are elements I like and there's an argument that subconsciously; it'll work... A nostalgic trip, weaving Gen Z psychology into the 80s fabric.
Let's delve into the biases and behavioural techniques (I assume) they're looking to dine out on:
Nostalgia and Emotional Appeal
Leveraging the equally powerful and well-used emotional trigger of nostalgia, appearing to appeal to Gen Z's romanticization's of the 80s era and its association with simpler, more tangible experiences. With soul music, myriad retro elements and grading—Apple attempts to tap the positive associations, creating an immediate emotional connection with viewers.
Do they?
Anchoring and Availability Heuristics
The inclusion of old-school items like record players, metronomes, and analog cameras creates a stark contrast, highlighting the iPad Pro's modernity and innovation. This anchoring effect influences consumers' perception of value, as the new device is positioned against outdated technology. Additionally, the familiarity of these nostalgic items enhances the ad's salience through the availability heuristic. However, the visual is so strong, it may override this attempted subconscious association.
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Framing
Apple frames the product as a disruptive innovation, positioning it against outdated technology. That you have all of these creative tools, in their "thinnest ever" little iPad. Obviously, appealing to consumers' desires to stay ahead of the curve. The device's sleek, ultra-thin design, aligns with contemporary consumers' need for practical and convenient portable devices.
Endowment Effect and Social Proof
By going overboard with nostalgic settings, Apple enhances perceived ownership and attachment, in theory, making viewers more likely to desire the product (endowment effect). And the creative, collaborative environment suggests that the device is the tool of choice for innovative creatives, encouraging others to follow suit (social proof).
How Could They Improve the Ad
While it's visually engaging, it's emotionally painful to many rusted-on fans.
Despite Gen Z not having lived through the 80s, they romanticise about this era. This feels like the insight to me.
Heavy reliance on visuals and nostalgia, overshadows the comms task of creating a juxtaposition, then merging it together. Emphasising specific features and benefits, could've enhanced clarity and better connected the narrative. Additionally, the nostalgia angle might resonate well with Gen Z but risks alienating older demographics who may perceive the ad as gimmicky or irrelevant. From what I see, it's Gen X who are most attached to their faithful tablets.
How Behavioural Science May Have Approached Creation
Most BeSci-led strategies I create start with the human truth, behavioural triggers and identification of cognitive biases. This last bit is critical, if the tone isn't right, the message will not be heard as intended.
So, I'd have approached it like this...
Loss Aversion
Instead of depicting the destruction or crushing of nostalgic items, Apple could have framed the ad around preserving and honouring the essence of these beloved objects. By positioning the new device as a means to digitise, archive, or enhance the experience of using vintage items, Apple could have tapped into consumers' aversion to loss and their desire to hold onto cherished experiences from the past.
Priming and Anchoring
For mind, perhaps the greatest argument against is their failure to prime. Instead of crushing or destroying nostalgic items, Apple could have primed viewers with positive associations by showcasing how the new device enhances or complements the experience of using these items. This could have anchored the viewer's perception of the product as an additive, rather than a destructive, force in relation to their cherished possessions.
Self-Perception Theory
By depicting users interacting with the new device in a way that honours and preserves their nostalgic connections, Apple could have leveraged self-perception theory. This theory suggests that individuals derive their attitudes from observing their own behaviour. Viewers might have perceived themselves as individuals who value both innovation and nostalgia, aligning their self-perception with the strategic messaging.
Ultimately, Apple's ad demonstrates a blend of creativity and cognitive psychology that has certainly got people talking.
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