And then Samsung released this rabbit punch to the throat with the "Galaxy 4 Note - then and now" Samsung creative is coming out of the New York office of 72andSunny. This ad shop has been creating some really fresh work, including the much touted Google app campaign where they embedded questions for the app into actual site locations all over New York. IPad's response? You can almost hear the kids in the schoolyard yelling "Oh yeah?? Well here's what you can do with your pencil, Samsung!"
Here's an insightful article from VentureBeat that encapsulates some of the issues Apple is having with refinding their swagger.
I'm sure Tim Cook tired long ago at the..."what would Steve have done" question. The products used to be so innovative they almost sold themselves. The task at hand for TBWA and the inner creatives at Apple is now more mine-filled than ever. But as one of the TBWA positioning statements claims, "If you want a stronger call to action...create a better ad!" If they were actually allowed to say this it would likely be amended to "If you want a stronger call to action... stop getting out designed by your competition."
With over 30 years experience, Tim McLarty currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.