It’s ironic how over time a company may do a complete 180-degree pivot and become the epitome of everything against which it once stood in rebellion. Remember the iconic 1984 Apple Macintosh ad? In that ad, Steve Jobs and company were attacking the “old order” in computing, going against the Orwellian-style hegemony of the powerful IBM that was oppressing the ordinary people with its omnipotence and omnipresence. Well, it seems that Apple has now become that omnipotent and omnipresence “Demigod” of our consumerist society. And Nokia has borrowed from Apple’s own marketing repository to create a “Mockingjay” ad (if I can borrow terminology from Suzanne Collins’s Hunger Games trilogy). The “Mockingjay” ad that calls for rebellion against the “Big Brother” that Apple has become.
“So what is it that you are talking about?” Many of you are probably asking this question at the moment.
It’s very simple — really. Nokia has just launched a new ad that advertises its freshly released and highly acclaimed Lumia 920 smart phone. Instead of praising Lumia’s advanced features, superior specs, and intuitive user interface, the Finnish company has decided to call its competitor’s iPhone out for betraying the same values that Apple once embraced and represented so strongly.
Let’s take a look at the 1984 Apple Macintosh ad.
- Forward thinking
The list of values that were implied in Apple’s old 1984 ad can go on, and on. But nowadays, people finally start to realize that by being offered limited choices not only in terms of hardware and features, but even in terms of basic things — such as colors — they themselves have slowly turned into the grey silhouettes in the ad. They are expected to follow and obey the “Big Brother,” refrain from any form of criticism, cherish anything that “Big Brother” condescends to give them, and generally serve as good “cogs in the great machine” of Apple marketing.
Now, let’s look at Nokia’s new Lumia 920 ad.
Can you put your hand on your heart and deny some of the obvious “facts” implied in this ad?
What is your reaction to that? Do you agree that Apple may have become the very Orwellian “Big Brother” it once rallied to fight? Do you find Nokia’s new marketing strategy ingenious? Or do you find it too arrogant? As always, I look forward to reading your opinions in the Comments section.
Quick Disclosure: As I write this post, I do not own stock in either Apple or Nokia.