He also said "The consumer is not a moron; she's your wife"
Which is why I am absolutely floored by the iPhone 4S's Siri spot
Here's a spot that is as straightforward as they come. It is blunt, uses no flowery language, no timeworn cliches, no puns, no lame jokes, no self-effacing but adorable dumb guy, no kid, no baby, no dog, no sincere-looking woman holding a steaming cup of java using both hands, no grandiose music... basically just tells you what the product does and how it will make your life better.
And treats you like an intelligent human being in the process.
Does it explain what an iPhone 4S is? Nope, we know what it is.
That the iPhone competes/is superior/trounces others? Nope
Does it explain how Siri works? Nope. Just what it does and how it improves our life.
Actually, does it even explain what Siri is? No. Someone assumed we'd have heard about it by now.
Does it tell us to log onto www.apple.com? Hey! If you don't know by now...
So why does it work so well?
- It really integrates everything you know about the iPhone 4S. It assumes you've heard about it, read about it, seen videos on YouTube, read the reviews, heard from friends... in short, it acknowledges you know
- It shows you what the product does
- Then it shows you how it is relevant
- Speaks to you in a straighforward, friendly, relaxed way
- And really, truly, deeply drives home product features and advantages
In short, this is truly a direct-selling, hard-charging, fact-based spot disguised via soft music, nice images and a friendly voice-over and minus the phone at the end.
Which treats you like an intelligent person.
And that's why it works so well.
No comments:
Post a Comment