Clever Creative: An App-ic Disaster

What if you lost all of your apps? Does the idea stress you out? Most of us would feel a sense of total loss because we can’t imagine our lives without those little squares and the ease they provide with our everyday tasks. In today’s “Clever Creative,” Apple shows us exactly what that harsh reality would look like. Check out their new ad/video for the opening of the World Wide Developers Conference (WWDC), apply named “Appocalypse.”

Why our GEMites liked this Clever Creative:

Apps help us do everything from figuring out what clothes to wear, to getting us to work, to helping us do our work, to cooking and much, much more. They make our lives easier, and so we depend on them. In the newest creative from Apple, we see that we may depend on them a little too much, but it’s okay because it's good for developers and life is hard enough as it is. We love this video for the obvious humor of it. The girl passing out selfies during a global crisis, real-life Tinder and a black market “App Store” are all genius little details that added to the hilarity of the situation. The best part is that the entire world is spiralling out of control all so a guy with a first-generation iPod could plug in his portable waterfall. To top it all off is the choice in music, which adds a touch of irony, since clearly the people in the video are not all right or “gonna make it” should apps ever disappear.

We also love how accurate the ad is. No one can watch it and dispute the idea that a global crisis would occur. If this actually happened and apps ceased to exist, people would be lost, literally and figuratively. We love that Apple perfectly captures how much of an app-ic disaster this would be, and they do it in the most hilarious manner.

Why our fellow creatives should like this:

As advertisers, we sometimes forget that creative doesn’t just need to be for the consumers. In Apple’s newest video, they are reminding their app developers that without the products they develop, people would go crazy. According to research from last year, “The top 15 app publishers saw downloads drop an average of 20 percent in the U.S.” A statistic like that could scare developers out of the field and unfortunately cause a global crisis, as depicted. The main point of the ad is to encourage the developers to keep doing what they’re doing because it’s important not only to Apple, but also to the entire world.

We think our fellow creative should like the video not only because of its comic approach, but also because Apple took the time to make an ad for the unsung heros of the technology world. Of course developers get enough thanks when we download and use their app on a daily basis, but we rarely acknowledge the people behind the brilliance of the ability to put a dog’s ears and tongue on your own face in a picture. It reminds us as marketers that even though there may be a larger group to target, we can’t forget the smaller ones.

Losing all of our apps so that a clueless man could have a mini tranquil waterfall on his desk would truly be an app-ic disaster. To ensure that those little squares don’t die out or disappear, Apple cleverly created a video that reminds developers that they are important to the process and without them our world wouldn’t function properly. Throw in a guy using a megaphone to talk about eating a whole pizza by himself, and you have a recipe for a great ad.

Let us know what you think, and be on the lookout for next week’s installment of Clever Creative!

If you’re looking for some clever creative of your own, feel free to contact us.

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• Creativity
• Art
• Clever Creative
• Advertising
• Apple
• Apps