There are some signs that Apple is getting its mojo back – the iPhone 5S seems to have reclaimed the handle of most desirable phone from Samsung – which won’t hurt TBWA’s chances of hanging on to the account.
And here’s a sprightly effort for the iPhone, even my friend George Parker of Adscam fame likes it.
Apple still needs a great new product – there’s been nothing really since the iPad – just as TBWA needs to produce a great new campaign. But it’s hard to do the latter without the former, given the product-led way Apple’s advertising has always worked. When TBWA tries its ‘Designed in California’ corporate stuff everybody wondered what it was for.
But maybe there won’t be any great new products. When a phone does all this, what else do you need?