Name: Akramul Sikder Sumon

Id: 3119341

Instructor: Hanuv Mann

Date: 18thOct, 2020

 APPLE HOMEPOD

Advertisements and their Importance:

Advertisements have become an essential tool and technique for the businesses these

days. More particularly, the new businesses cannot survive without advertising in the global

marketplaces these days. The global marketplace has become extremely competitive for the

businesses and enterprises and organizations have to come up with something new and

innovative all the time to keep their audiences engaged. Advertising is majorly used for raising

awareness about a certain launch, a product or service, for building a reputation, sustaining a

brand and its position in the market, and to keep the audience hooked through the various

techniques used in the advertisements. The advertising has become one of the most important

means of virtual communication in the modern world because it promotes the strategic missions

and visions of the companies and increase the awareness of the target audiences by raising

different campaigns and storytelling [ CITATION Coc19 \l 1033 ].

Advertising in Apple:

Since the establishment of Apple, the company has never made any effort to sustain its

market reputation or brand recognition, never competed on price and never had any less

consumer attention. The reason is that Steve Jobs created a team of professionals who were

excellent at manufacturing and distributing consumer products that are loved by the consumers.

Not just the products and quality of software, the marketing and advertisements of Apple are so

effective and influential that the marketing processes of Apple have set examples and

benchmarks for other large organizations who strive to achieve the same strategic global
presence as Apple, who want to raise amazing revenues and want to sustain powerful market

positions. Through its ads, it wins the hearts of its audiences and engages them in a way that they

feel naturally affiliated with the brand [ CITATION Thr17 \l 1033 ].

HomePod Advertisement:

The advertisement under consideration in the discussion is that of a HomePod, which a

latest launched product of Apple. HomePod mini is a speaker which takes no space at all but has

a sound that can fill an entire room. It is a breakthrough innovation in the world of speakers and

music with a very highly reliable audio system which is adjustable with the location. Not only

does it play music, it also takes note of the daily tasks through Siri, control your home, set up a

room of multi-audio, and send messages through Intercom to other rooms of the house.

HomePod and HomePod mini are both designed to keep the privacy and information of the

owner secure and safe, and both products only reply to “Hey Siri”.

The amazing advertisement of HomePod is directed by Spike Jonze, who is a movie

director. He is said to be one of the most aesthetic and innovative filmmakers in the industry. the

advertisement of HomePod is a depiction of his love for arts and imagination [ CITATION Pin18 \l

1033 ]. The ad is so unique and well thought that it has won awards. The recent award won by the

ad is from the Association of Independent Commercial Producers show. The ad is 4-minute-long,

looks more like a funky music video with amazing effects and artwork. Surprisingly, most of the

colorful set that we see in the ad is constructed by hands, and no computer graphics are used in

the making of the set [ CITATION Mil18 \l 1033 ]. The model in the ad is FKA Twigs.

The ad conveys an imaginary message that HomePod can give you magical powers. The

ad is telling a story and making a promise in the same flow. It shows that a woman is returning
home from work with a very helpless and sick expression on her face which is proving that she

had a really dull and tiring day at work. However, as soon as she enters home she asks Siri to

play something for her which works like magic and her boring evening suddenly turns into a

colorful world where she is dancing around and is very happy in her world of imagination

[ CITATION Bel18 \l 1033 ]. Although the plot of the story is not very unique, but the idea is simple,

and it is executed brilliantly keeping the audience hooked to it. The long day of work with a

tiring journey back home accompanied by rain making it worse has been juxtaposed with the

freedom and ecstasy she feels when she gets back home. She dances along the house in her

imagination, smiling and talking to herself and everything else in the house. The ad gives a

feeling that HomePod can take you to a world of dreams by illustrating that how simply it can

transform a tiring and mundane evening of a consumer into a dreamy and imaginative

experience.

The good ads are usually an outcome of the amalgamation of great designing and

coordinated talents of the people involved in creating it. Sometimes creating unique

advertisements is extremely difficult. The ad and its execution have truly impressed the masses

by being a piece of art, depicting the perfect planning and aesthetic designing that has gone

behind the scenes. It has gained immense popularity in a matter of a few days because of its

flawless technical work and execution [ CITATION Dia18 \l 1033 ].

Mission Statement of Apple:

Apple is a company that has achieved a great clientele and consumer market in a very

short time. The prices of Apple products are high but market competitive which make the unique

products launched by Apple easily accessible for almost everyone. The mission statement of
Apple is “to bring out the best personal computing products and support to students, educators,

designers, scientists, engineers, businesspersons and consumers in over 140 countries across the

world.” There is great value for money in its products and each product has updated and different

features. The target audience of Apple is everyone because Apple has never made any

discrimination among its consumers and always provided them with the best by exceeding their

expectations. the “Think Different” strategy and brand promise of Apple is also a part of the

message that is conveyed by the ad and all the advertisements produced by Apple have

mentioned its vision and mission statement. This marketing strategy of Apple which actually

makes them think differently through the powerful ads that are made by the company are the

primary reason of the unmatchable success of Apple in the computer and mobile phone industry.

Apple has a vision to create and introduce products that are different, and they always promised

to launch products that are innovative and envision the world in an out of the box manner. This

vision is mostly demonstrated through various ads produced by Apple which inspires its

customers [ CITATION Pow20 \l 1033 ]. The ads of Apple have always been consistent with their

marketing strategies, their vision and how they want to deal with their customers. This particular

ad revolves around the message of “Welcome Home” while beautifully demonstrating it through

the simple plot but a great execution.

Apple has always enjoyed a huge audience and consumer base. Mostly the target

audience of Apple used to be the segment of individuals who are well-off and who love new

technologies and love to spend extra money on these technologies. However, lately the prices of

products by Apple are stable and most of the people can afford gadgets like Apple’s EarPods and

HomePod mini. The company plans to expand its consumer base by launching cheaper and easy

on pocket products that can be used and enjoyed by masses and not a single segment. It is now a
multi-segment company attempting to target all the customer segments with different packages

in their products and services [ CITATION Dud19 \l 1033 ]. The ad is showing a very normal girl

who is tired from a job where she works hard, lives alone in an apartment and has a HomePod

which she can use to transform her routine into something special.

The ad has mainly focused on the intangible factors of a human’s life. If we notice

closely, the HomePod which is the actual product being advertised is shown only once or twice

but the ad with the duration of 4 minutes revolved around the transforming emotions and feelings

of the girl who feels extremely happy and ecstatic to be back home. According to my opinion,

sticking to intangible approaches has always been the best policy for the ad makers because

through emotions the ads can gain popularity in a very short time which is obviously very

beneficial for the product and for the organizations.

Link to the Ad:

https://www.youtube.com/watch?v=70P7-pkyP4Q

References
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