Two More iPad mini spots continue the brand's curious reinvention of comparison Shopping
by Tim Nudd
Apple released ads to show the features of the new iPad mini. The ad showed off the smaller tablet features such as the e-book reader and photo viewer. They wanted to make sure that viewers don't think the smaller screen is a barrier to any of its functions. The song "Two of a Kind"by Bobby Darin and Johnny Mercer plays as the iPad and new iPad mini sit side by side. They show how the photo viewer works as the image begins on the larger iPad screen but continues onto the iPad mini. There is also another commercial featuring the e-bookshelves and e-reader displays. The iPad and the mini run the same way and their display looks just as great. Apple wants the consumer to decide which of their products fits their needs the best. this is why Apple did not compare their products with competitor's products. The ads may even come across as arrogant since Apple is more or less saying there is no competitor that compares to Apple.
1) Do you think it was a smart idea for Apple to compare its new product (iPad mini) to an existing product(iPad)? pros? cons?
2) Would it have been a better approach/better ad if Apple were to compare the iPad mini to other e-book/tablet competitors in their ads? why or why not?
3) Would you be interested in an iPad mini over the pre-existing iPad?
http://www.adweek.com/news/advertising-branding/ad-day-apple-145139
