How Apple's Provocative Video Captured Attention

Apple truly has a knack for captivating marketing strategies.

They masterfully utilize provocative marketing, also known as shock advertising, to stir controversy, evoke strong emotions, and challenge societal norms, often through engaging video campaigns.

This approach cuts through the noise of traditional advertising, shocking or provoking the audience to boost brand awareness, spark discussions, and drive sales—and it consistently works for Apple.

They typically reserve this technique for major events or flagship products, but it has also made appearances in other campaigns:

• "1984" Super Bowl Commercial: Directed by Ridley Scott, this ad introduced the Apple Macintosh with a dramatic portrayal of a dystopian future dominated by conformity, taking a bold jab at IBM's dominance. Acclaimed yet controversial, its dark, anti-corporate message broke the mold for product advertising.
• "Lemmings" Commercial (1985): In this less favorable follow-up to "1984," businesspeople depicted as blindfolded lemmings walk off a cliff, symbolizing businesses blindly following IBM. Criticized for its negative imagery, it was seen as insulting to the very corporate customers Apple was targeting.
• "Get a Mac" Campaign: Featuring the personified "Mac" and "PC," this series humorously highlighted the drawbacks of PCs, promoting the Mac as the better choice. While popular and effective, it faced criticism for seemingly mocking PC users.
• iPhone 4 "Antennagate": Not an ad, but a controversial marketing moment when Apple addressed the iPhone 4's antenna issues. Steve Jobs initially suggested users were holding the phone incorrectly, which many found dismissive. Apple later formally addressed the issue and offered free cases to resolve it.
• "If it’s not an iPhone, it’s not an iPhone" Campaign: This campaign underscored the unique features of the iPhone, suggesting other smartphones were inferior. The direct comparison drew criticism for perceived arrogance.

Apple’s provocative campaigns often culminate in a flurry of controversy followed by an apology, yet they continue to use this formula because it's effective.

Here’s a breakdown of Apple's typical product launch strategy:

• Create a campaign designed to press some buttons.
• Drum up controversy.
• Capitalize on the resulting publicity for the product launch.
• Apologize if necessary.
• Count the profits and walk away with a smirk on your face.

A recent example is the Crush campaign for the iPad.

Apple boldly replaced traditional creative tools with the sleek, all-in-one iPad, sparking engagement through a controversial video featuring hydraulic crushing— a popular trend guaranteed to attract views - 2.7 million view in 3 days to be exact.

Despite upsetting some traditionalists and old school creatives, the campaign achieved its goal: to sell the new iPad.

Apple’s approach not only breaks through market noise but also drives innovation and aligns the brand with broader cultural values and debates.

Way to go Apple!

Whether you love their tactics or not, Apple’s marketing moves are undeniably effective, proving that sometimes, controversy does indeed pay off.

What are your thoughts?