We Say, They Say, You Say

Product: Apple

Song Title: New Soul
Artist: Yael Naïm
Publishers: Sacem
Master: Tot Ou Tard
Agency: TBWA
View Video: http://www.youtube.com/watch?v=GBCfW9-hjKI

Marmite Test

Love it

Pulse rate

Apple have used similar female artists in the past, such as Fiest, in order to capture our attention & hearts. When done well songs of this genre can feel so light and ethereal that you want to sprout wings and fly, or buy a new laptop.

Fit to brand

Feels like an Apple ad. The visual and audible aspects complement each other perfectly in their simplicity; the visual minimalism is reflected in the soft vocals and clean, uncomplicated instrumentation.

Kerching factor

"I'm a young soul in this very strange world hoping I could learn a bit about what is true and fake", any cynicism we may have have had at being sold a another technology product, dissipates and we embrace the birth of a new Apple laptop and learn to have faith in life once more!

Score

Marmite Test

Love this song

Pulse rate

Great song. MUCH better and 10x catchier than the Feist one in my opinion. Congratulations to Yael Naim, singer songwriter chosen for this spot!

Fit to brand

I think that song is INCREDIBLY catchy, and goes perfectly with what happens in the commercial. Oh, Apple! They know people will just eat this up.

Kerching Factor

Yes it's thin but what else? No CD Drive, just 1 usb port? No Firewire. It looks like Apple is continuing their pattern of forced obsolescence. You might want to catch the hint in this ad that removable discs are on their way out and are going to be replaced by flash cards.

Score

What do you think ›

*They say comments from YouTube