This past winter, I read a quote along the lines of "Most art is escapism, but the best art gives people the tools to escape." Perhaps, I beefed this quote up a bit in my memory (I occasionally do that with things I read, letting my romantic mind take over). Regardless, I think that quote is incredibly helpful when looking at art — I actually find myself revisiting it quite often. And, while we tend to forget this sometimes, advertising CAN be art (or at the minimum, creative). Us marketers/advertisers should push ourselves to make work that is creative and not just pushing a product.
I suppose now more than ever — given the global pandemic — the audience needs tools to escape, or at least survive. I believe that this is exactly what Apple was trying to do with their "Creativity Goes On" ad, which released right in the middle of the Covid-19 pandemic.
The Apple commercial from early April shows a series of photos and videos showing how individuals are spending their time while staying at home. In the ad, everyone seems to be staying in touch, staying creative, and staying optimistic in the age of social distancing. Of course, this is often through Apple products, with the likes of John Krasinski and Oprah Winfrey sitting down in front of their Macs.
However, the more touching moments of the commercial don't come from celebrities, but rather the little girl attending a virtual ballet class, or the person doing a yoga practice in front of their computer. My personal favorite scene is when a father is helping his two kids "surf" inside. It is a moment of pure joy when all we currently want to feel is fear.
Apple does not only show people using iPads or Macs in the commercial. There are scenes where no Apple technology is explicitly present. These shots — specifically — help Apple not just promote a product, but also joy and creativity. And, the results are truly moving. I even found myself to be a little teary eyed after watching the commercial for the first time.
Obviously, such a strategy is not totally out of left field for Apple. The tech company has often taken the approach of promoting an idea or lifestyle, rather than a product. However, I find this to be so much more impactful, during the current climate.
In Apple's "Creativity Goes On" commercial, the larger-than-life Oprah says, "The pandemic has the possibility of bringing us together in ways none of us would have been able to predict or expect." And, after watching this commercial, I can't help but try and feel the same way.
With this video, Apple have attempted to do more than just push their products. They have tried to inspire creativity; they have tried to make us hope; and, they have maybe given some the tools for escape or survival. THIS is an ad that aims higher.
