Within the last month three huge technology companies have released inspirational ads. Not just tug at the heartstring affairs, either. These are about how technology has affected our world, and our personal lives. There’s nothing new about the idea, as companies often try to get us to believe we need to have whatever gadget or gizmo they’re selling. But it’s refreshing to watch with the realization that while I’m being manipulated, there’s truth to the ideas inherent in each commercial. They do a fine job of letting you know that it’s OK to use technology, and it’s OK to be a connected person.
I understand what these ads are doing with their pandering nature, but what’s so fantastic about each one is how they showcase the world we live in and the way technology is incorporated into life. We live in a time when we’re connected wherever we go, and it’s not the end of civilization. This is the beginning of a new era of increased closeness with our fellow man. The idea that the internet is walling us off from one another is ludicrous. Unless when you were a child - of let’s say the 80s or early 90s - you were talking, connecting, and interacting with thousands of people from every continent face to face, then the only conclusion is that we are better off with the technology that drives our basic human need to be included. To be loved. To share our heart, our verse, and our bravery.
Apple’s 'Your Verse Anthem' iPad Air AdApple’s advertising has always been remarkable. From the revolutionary 1984 Super Bowl ad, to the “I’m a Mac, I’m a PC,” they have made a statement. Of course, the company has also been accused of borrowing, and in some cases outright stealing creative ideas, for their advertisements. This latest iPad Air spot takes a new approach to the idea of using Apple products. Let’s take them with us, get out of the home, and make the world we want to live in.
The message of “Your Verse Anthem” is that there is an incredible world out there, and you should enjoy it. In fact, you should enjoy it so much that it’s worth documenting and augmenting utilizing the highly portable iPad Air. The ad is inspirational, and hits on all the right notes. And like many modern ads, it doesn’t necessarily make you think to go out and buy the product. However, you do find yourself appreciating how useful the iPad Air might be as you contemplate what your verse will be in this collective we call humanity.
Microsoft’s Celebrating The Heroic Women Of 2013 Bing AdIt’s odd that while Apple tends to be accused of creative thievery, when Microsoft tries to be a little more creative than the typical utilitarian ad, they’re panned even more. I myself have been an Apple user for around 5 or more years, and can find no real reason to fault the latest Bing ad. The latest offering from Microsoft, featuring Sara Bareilles’ song “Brave,” shows a mishmash of women and their accomplishments in 2013.
The ad is a bit pandering, but it celebrates women. I’m not totally certain if I’d put Malala Yousafzai and Margaret Thatcher in the same category, unless that category were “People Who Have Lady Parts.” And since airing a lot of online journalists have ripped the ad apart, many claiming they have an issue because it's irrelevant to the product. Yeah, because that perfume/cologne Jean Paul Gaultier ad with the model sailor in an old timey uniform that inexplicably sails up to an emaciated looking woman’s window makes any kind of sense at all. It’s artsy for pretentiousness’ sake, and the Bing ad is pandering inspiration. Why? Because ads are, by their nature, pandering.
Google’s Play Your Heart Out Google Play AdVery much like the Apple commercial mentioned prior, Google’s latest ad inspires you to live with the technology. To use it and make it a part of your life. This is the oldest of the ads on this list, having come out in late December, and at the moment people are up in arms with Google’s purchase of Nest Labs. The internet does not currently turn a favorable countenance upon the search engine giant.
Look, we’ve gone over the pandering thing already. This Google Play ad is no different than the others. It tugs at your emotions, it makes you think how special being a Google user is, and it makes you realize that holy shit you can use Google anywhere. At a concert, although probably not a Queen concert headed by Freddie Mercury, you can share the experience with the friend who missed a chance to get tickets. At the movies you can let everyone know that you’re about to endure The Hobbit. You can interact and you can be a part of the world at any time. It’s schlocky, and when you think about what Google’s trying to pull you might groan. The important thing is that the message comes through.