'The iPod Silhouette' Campaign

Apples iPod silhouette campaign is one of apples most iconic and effective advertising, developed and coordinated by Apple’s ad agency, TBWA/Chiat/Day, the campaign recreated the face of apple and drew in millions of new consumers. ‘The apple style’ was redesigned by the campaign with free-spirited, youthful and carefree dancers almost certainly appealing to younger demographics.

It was argued in the creative process that the anonymous silhouettes dancing, with the now iconic white rectangles and earphones, “doesn’t say what it is.” However it was suggested that the silhouette images could include the tagline used in the past such as, “1,000 Songs in Your Pocket.”

Targeting youth with the images of 'free spirited', 'hippie' silhouettes against colourful backgrounds target youth by adopted stereotypical characteristics.

The silhouette TV ads featured a number of different music genres and artists to appeal to as large a base as possible, starting the television ads off with black eyed pees and finishing with ‘the ting tings’ in 2010.

credits:
Ad agency: TBWA/Chiat/Day