Much will be written in the coming days about the passing of Steve Jobs and his incredible legacy on many, many levels.
His unrelenting drive for innovation created entire new industries and products that changed the world. He was a master at understanding a brand and built Apple into what is arguably the greatest brand of its time.
No use in me rambling about the Apple brand when you can hear it from Steve Jobs himself in this classic video. Relax and reflect in these words from the master.
Watching the MTV Music Awards tonight, I was entertained by Pac Sun’s 1:00 commercial,which features a throw-back Frank Sinatra song, “Call me Irresponsible (1963).” Of course the kids said they’ve seen this spot “a million times already,” but for me it was the first. Which is a sign that PacSun is correctly placing their commercials on shows watched by teenagers (and not me).
The spot is a fun mood-setter –featuring musicians, artists and action sports athletes having fun and taking risks: a couple jumps into a pool with their clothes on and then two girls trade bikini tops while driving down the road in a convertible.
As in most great brand spots, the message is not so much about the product, but about aspirations of the target audience. A way for the retailer to connect emotionally. Pac Sun’s CEO Gary Schoenfeld says the “Dress irresponsible” campaign is about “enjoying life, friends and embracing one’s own sense of style.”
This spot was released a month or so before back-to-school shopping, which is probably why my kids unknowingly found themselves shopping there this summer as we stocked up for school. Nice job Pac Sun.
The use of color to denote and reinforce brand is not new but a recent Sprint TV commercial reminds me that this tactic is still strong. Recently, Sprint has been featuring TV spots that obviously play on its yellow and black brand colors. As you’ll see in this this spot
and other similar ones, the actors’ clothes and products are highlighted in yellow and black. Same as the Sprint logo. Continue reading