A Brief Dissection of Apple’s New ‘Stickers’ MacBook Air TV Ad

A Brief Dissection of Apple’s New ‘Stickers’ MacBook Air TV Ad

This is ‘Stickers’, the new TV ad for Apple’s MacBook Air. It’s interesting on several levels. Watch:

I watch and dissect all Apple ads, and this one jumped at me. Why?

  1. It breaks from their traditional style. Most Apple ads show what you can do with the product, not 30 seconds of the product itself from largely one angle.
  2. It shows Apple products in a modified state. This almost never happens. (Well, in ‘Powerful’ they showed the device in steadicam rigs and attached to instruments, but that’s not the same.) Here, modified means user-modified, which implies an affection for the product, a sense of personalization, a sense of use. One would only bother putting stickers on a product of which they were proud, or used every day to perform their daily work. You customize your car; you don’t customize your extra gas generator sitting in your garage.
  3. If you look at the MacBook Airs you see flashing through the ad, you’ll notice blemishes, scratches, maybe even minor dents – again, this implies use and a sense that the machine is an extension of someone, not just a product on a pedestal. Apple is in the business of creating experiences, not just devices. This is what makes Apple products appeal (or not) to certain people. (I’d even go out on a limb and say that the machines you see in ‘Stickers’ are actual, real-world user machines, but I’m just riffing here.)
  4. Showing stickers all over Apple’s vaunted industrial design is actually a bit self-deprecating: it shows Apple isn’t taking its naked design as the canonical style. There’s a bit of jauntiness here, a sense that Apple isn’t taking itself so seriously. This is a good thing.
  5. What’s the key value of a laptop computer? The screen. This ad shows not a single shot of the screen. Again, this isn’t about how the device gets used – everyone knows that by now.
  6. Finally, the iconic six-color Apple logo makes a brief, staccato appearance in the ad’s final frames. Great touch, and nice to see.

This entire ad is about self-expression, not a product. It’s almost as if the Beats marketing team created it, and I don’t think it’s any accident it’s airing alongside Apple’s back to school promo.

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Have a good weekend, everyone.