Apple Commercial: Leveraging a PR issue into an advertisement
- Posted by Ephraim Cohen on April 29th, 2007 filed in Advertising, Issues Management, Messaging, Reputation Management
Lately, extra software loaded on new Window’s computers has been a high profile issue.
Apple does a great job of creating a commercial addressing this issue. Apple leverages competitors’ (PC manufacturers) reputation problem into a strong messaged commercial. The result, Apple takes momentum against craplets (as pre-installed programs are sometimes called) and turns it into mometum for Apple. Take a look at http://www.apple.com/getamac/?apple-getamac-stuffed_medium.
The takeaway? When looking at competitive messaging, don’t just look at it from a public relations perspective but see how advertising can build momentum. It’s just a perfect example of how PR and advertising are, in fact, one team.
May 12th, 2007 at 3:18 am
Apple is genious and the commercial was really effective. I talked about it at work today and everyone else had the same opinion. Microsoft is prone to fail early on, where Apple succeeds.
Dan Schawbel
http://www.personalbrandingblog.com