The new campaign for Apple's iPhone 5 caught my attention by taking a completely different approach than the brand's previous advertisements. Instead of illustrating the cellphone's specifications, this campaign foccuses on one of it's most important features - the music player - stating that everyday, more people enjoy music on their iPhone than on any other phone.
This message helps to strengthen Apple's identity, a brand known worldwide for its music players (iPod), while positioning iPhone 5 in the market, as not only a phone, but a phone where music plays an important role, directing it for all the music lovers who want to carry their favorite songs wherever they go.
Below you can see the difference between iPhone 5's first commercial, which demonstrates it's huge amount of functions, therefore, it's versatility; and the new campaign, which portrays people in their regular lives, using the iPhone 5 as their music player of choice.
Inês Sá
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