New Apple iPod Touch ad

hiake · Oct 26, 2007

Student’s Ad Gets a Remake, and Makes the Big Time

The idea that you do not have to be a professional to create a good commercial is becoming widespread, in a trend known as consumer-generated content. Leave it to Apple to — paraphrasing the company’s old slogan a bit — think differently.

A television commercial for the new iPod Touch from Apple, scheduled to begin running on Sunday, is being created by the longtime Apple agency, TBWA/Chiat/Day. It is based on a commercial that an 18-year-old English student — an Apple devotee named Nick Haley, who says he got his first Macintosh when he was 3 — created on his own one day last month.

His spot offers a fast-paced tour of the abilities of the iPod Touch, set to a song titled “Music Is My Hot, Hot Sex” by a Brazilian band, CSS.

Mr. Haley said he was inspired to make the commercial by a lyric in the song, “My music is where I’d like you to touch.”

He based the visual elements on video clips about the iPod Touch and other new products, which can be watched on the Apple Web site (apple.com). He uploaded his commercial to YouTube, where it received four stars out of a possible five and comments that ranged from “That’s awesome,” followed by 16 exclamation points, to “Makes me want to buy one and hack it.”

As of yesterday, Mr. Haley’s spot has been viewed 2,131 times on youtube.com. Among the viewers were marketing employees at Apple in Cupertino, Calif., who asked staff members on the Apple account at TBWA/Chiat/Day to get in touch with Mr. Haley about producing a professional version of the commercial.

“I was sitting on the bus and I got this e-mail on my phone,” Mr. Haley, a native of Warwick, England, said in an interview yesterday from the University of Leeds, where he is a “fresher,” or first-year student.

The message said, “ ‘We represent Apple and we’ve seen what you have produced and we’d like a chat with you,’ ” Mr. Haley recalled, adding: “This seemed ridiculous and far-fetched. My initial reaction was, someone wanted to steal it.”

He was soon convinced that the message was real and came to Los Angeles this month, in his first visit to the United States, to work on a broadcast-ready version of his spot with creative executives at TBWA/Chiat/Day, part of the TBWA Worldwide division of the Omnicom Group.

Consumers creating commercials “is part of this brave new world we live in,” said Lee Clow, chairman and chief creative officer at TBWA Worldwide, based in the Los Angeles neighborhood of Playa del Rey.

“It’s an exciting new format for brands to communicate with their audiences,” Mr. Clow said. “People’s relationship with a brand is becoming a dialog, not a monolog.”

The commercial based on Mr. Haley’s spot will be seen on football games Sunday afternoon and on “Desperate Housewives” and Game 4 of the World Series that night. It is also to be shown in Europe and Japan.

As for how faithful the professional spot is to the amateur version, Mr. Clow said, “we didn’t mess with his content” because “it has a charm to it, a youthful fun.”

The changes include more polished editing and filming the new version in high definition.

“My input was totally respected,” Mr. Haley said, adding that he considered the agency’s commercial “pretty similar” to the original.

The experience of working with the agency executives was “overwhelming, surreal and fantastic, all in one,” said Mr. Haley, who is studying politics at Leeds.

“This is my first taste” of advertising, he added, but offered a thoughtful response when asked what it means if consumers like him are willing to make commercials.

“That’s the whole point of advertising; it needs to get to the user,” Mr. Haley said. “If you get the user to make the ads, who better?”

As heartily as Mr. Clow endorsed the concept of user-generated content, he suggested that turnabout is fair play.

At TBWA, “we’re producing films we put on YouTube that we make in a day and a half in the parking lot,” he said, laughing.

Source: http://www.nytimes.com/2007/10/26/business/media/26appleweb.html
Click to expand...

The video itself:

[youtube]KKQUZPqDZb0[/youtube]

Hot, indeed. The hand in the commercial is really good looking... -inlove

nasauti · Oct 31, 2007

Really cool! Looks very professional too...

gottheekin · Nov 13, 2007

the ipod has such good advertising. I think thats why the Ipod is selling so well.

unleash drag0n · Nov 21, 2007

that is the new iphone its not a ipod right?

The_Jelly · Nov 21, 2007

Thats a very good commercial. Nice choice of music.

fearless_fx · Nov 21, 2007

god, i wish the thing had more space, i cant justify the purchase for only 8-16 gigs of storage.. not when i have like 100 gigs of media on my HDD.

if apple would only up the storage to atleast 32 gb, or even better 60 gigs, i would be all over this thing, pretty much regardless of price.

that said, it looks like i have no choice but to buy a Zune 80, as it has the best mix of video/music capabilities.

runtohell121 · Nov 22, 2007

lol new zune

BigM · Nov 22, 2007

Someone correct me if I'm wrong, but the iTouch is flash based right?? It'd be interesting to see one being taken apart to see if it were possible to mod it so that a HDD could work in it

runtohell121 · Nov 22, 2007

its probably flash..

fearless_fx · Nov 22, 2007

yeah it is flash based... even if u could upgrade it with a HDD, there would be no where to put it...

honestly i would rather see someone hack it to fit a 32 GB flash card instead of the crappy 8 or 16.

seriously, 8 gigabytes of storage is a bloody joke for a three hundred dollar device

BigM · Nov 22, 2007

A 32 GB Flash card is very very expensive lol

Would cost more then the actual DAP itself

runtohell121 · Nov 22, 2007

i rather just go with microsoft zune 4/8gb instead of ipod touch lolz

vester · Nov 22, 2007

Thanks for your information

seyuripa · Nov 22, 2007

I'm going to buy one for myself maybe next month.....

runtohell121 · Nov 22, 2007

xmas present? lolz

New Apple iPod Touch ad

hiake Vardøgr of da E.Twin

nasauti Member

gottheekin Member

unleash drag0n Active Member

The_Jelly NSFW? :P

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BigM Well-Known Member

runtohell121 ........................

fearless_fx Eugooglizer

BigM Well-Known Member

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vester Member

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