Some people love Apple. And some people hate Apple. For 2023, the Reel 360 News Team fell on the love side as the brand has been crowned as Reel 360 News’ Creative Marketer of the Year.
In a world saturated with cutting-edge technology and innovative marketing strategies, Apple has consistently stood out for its creativity, ingenuity, and ability to capture the hearts and minds of consumers. 2023 was especially a stand out year creatively.
Reel 360 News is proud to announce Apple as our Creative Marketer of the Year, recognizing the tech giant’s exceptional marketing efforts that have left an indelible mark on the industry. At the heart of Apple’s success lies its relationship with creative partner, TBWA\ Media Arts Lab, which has elevated the brand to new heights.
Apple’s journey to becoming our Creative Marketer of the Year is marked by its commitment to pushing boundaries, fostering creativity, and delivering products that resonate with consumers. From the iconic “1984” commercial that introduced the Macintosh to the world to the more recent “Shot on iPhone” campaign showcasing their devices’ incredible capabilities, Apple has consistently demonstrated a mastery of storytelling and visual communication.
The company’s ability to seamlessly integrate its products into the fabric of everyday life is a testament to its marketing prowess. Apple doesn’t just sell technology; it sells an experience, a lifestyle, and a sense of belonging to a community that values innovation and design. And that’s why our top five slots go to the Cupertino-based company.
REEL 360 News’ Top Advertising Campaigns for 2023
1. Olivia Rodrigo gets him back in new iPhone 15 film
The “Shot on iPhone” project, created by Apple’s in-house team in collaboration with TBWA\Media Arts Lab, director Jack Begert, and Director of Photography Xiao “X” Liu, showcases Grammy winner Olivia Rodrigo performing the hard-edged track Get Him Back.
In the video, multiple Olivias are seen marching down the street, creating a musical mini-army with a vengeful attitude while representing the Apple brand.
The video combines an artsy and aggressive presentation, aligning with the recent “Shot on iPhone” campaign featuring K-pop group NewJeans. Both videos share revenge-themed scenarios and feature pointed lyrics, adding a captivating edge to Apple’s marketing. Watch below:
2. Pumpkin farmer travels endless road in iPhone 14 Plus spot
Titled “Tractor,” the spot features a farmer driving his tractor along a long desert highway with a large pumpkin attached to the back. The surroundings are desolate, with no signs of civilization for miles. The farmer relies on his iPhone for navigation, and the ad highlights the device’s battery life as Ludacris’ song Two Miles an Hour plays in the background, emphasizing the slow pace of the journey.
At one point, Siri informs the farmer that he still has 102 miles to go, showcasing the iPhone’s battery endurance. The camera then pans out to reveal the extensive stretch of road leading into the distant mountains.
The simple commercial effectively communicates that the smartphone’s battery can last for the duration of a desert highway, leaving the viewer with the knowledge of its long-lasting power and Ludacris’ catchy tune stuck in their head.
3. Apple celebrates crews in new iPhone 15 Pro musical
Directed by Biscuit Filmworks’ Steve Rogers, the spot features a harmonious chorus of industry professionals, from directors to gaffers, expressing their love for showbiz.
In this latest campaign, Apple’s iPhone 15 Pro and its cutting-edge camera system are the stars, showcased for their ability to deliver professional-level filmmaking across genres. The ensemble cast, including directors, actors, makeup artists, and production assistants, comes together to celebrate the entire filmmaking process – from costumes and scenery to makeup and props, along with the inevitable headaches, heartaches, backaches, and flops.
The iPhone 15 Pro is presented as a game-changer in the filmmaking landscape. Offering smooth zooms, the equivalent of seven pro lenses, and the capability to record directly to an external device for ProRes 4K at 60FPS, it promises a versatile and powerful filmmaking experience.
4. Apple sends fuzzy feels in stop-motion holiday film
The four-minute ad, directed by Hungry Man’s Lucia Aniello and developed by TBWA\Media Arts Lab, cleverly weaves together live-action and stop-motion elements to deliver a heartwarming narrative about the power of creativity and connection during the holiday season.
One notable aspect of Apple’s marketing strategy is its proficiency in using strong storytelling and music to drive product demonstrations. In “Fuzzy Feelings,” the choice of the late George Harrison’s 1970 track Isn’t It a Pity adds a nostalgic and emotional layer to the ad. The lyrics, with themes of empathy and the challenges of human relationships, complement the storytelling, enhancing the overall impact of the advertisement.
5. Taika Waititi helps girl find her voice in Apple short film
Earlier this month, Apple unveiled a short film directed by Taika Waititi (Thor: Ragnarok, Thor: Love and Thunder) to showcase two key features in its iOS 17 update, focusing on speech accessibility. The features, named Personal Voice and Live Speech, are designed to assist users at risk of speech loss.
Personal Voice allows individuals facing speech loss to create a customized voice that closely resembles their own. Utilizing on-device machine learning, this feature is trained by having someone speak a series of text prompts aloud on an iPhone or iPad.
The short film released ahead of the International Day of Persons with Disabilities on Dec. 3, follows the journey of a young girl and her furry friend on a mission to recover the latter’s missing voice. The narrative emphasizes the poignant moments enabled by Apple’s speech accessibility features, with a focus on a father-daughter interaction.
There were other campaigns and work that we enjoyed as well. Here they are!
6. NFL: Diana Flores is a runner
Airing right after the Apple Music Super Bowl Halftime Show, the NFL punked the audience into thinking the spot was filmed live, with Fox Sports anchor Erin Andrews interviewing Diana Flores, the quarterback for Mexico’s national flag football team, “live” on the sideline. During the interview, Erin tries to take Diana’s flag – but she is too fast and takes off.
The spot tracks a cast of football players and other celebrities chasing down Diana in a chaotic cat-and-mouse game of flag football, including: YouTuber MrBeast, Diana’s own mother and NFL players past and present, such as Sauce Gardner, Jalen Ramsey, Aidan Hutchinson, Cam Hayward, Davante Adams and Jim Kelly.
Directed by Hungry Man US’ Bryan Buckley, the action-packed chase spills out of State Farm Stadium and onto the streets. As Flores is pursued through a mall, a hotel and across rooftops, the quarterback manages to outmaneuver everyone with her impressive speed and athletic ability – and with a little help from fellow iconic women in sport, including tennis legend Billie Jean King and football players Bella Rasmussen and Vanita Krouch.
7. Peacock trolls HBO Max’s rebrand with NSFW joke
In May, HBO Max rebranded itself into Max. Why? We’re not sure. But the WGA’s Boo (and we do mean Boo), David Zaslav wanted a streaming platform that merged Game of Thrones and Succession with 90 Day Fiance and Deadliest Catch. Soooo, yeah. Welcome to Max.
While we may have experienced a collective eye roll at the new name, NBCUniversal’s rival platform Peacock was not going to sit still. Giving their beer to someone, the home of Bel-Air, Poker Face and Vanderpump Rules dramatically upped its talk value with a tweet that promised not promising not to jump on the trend by losing the first half of its own name.
“I know you’re all very disappointed, but I will *not* be dropping the first half of my name any time soon,” the official account tweeted.
REELated:
8. McDonald’s UK raises the arches in new spot
Titled “Next stop, McDonald’s,” the ad serves as a sequel to the well-received campaign “Raise Your Arches.” In the latest installment which dropped in August, Leo Burnett uses a series of motorists to portray the common experience of being stuck in traffic during summer holidays.
However, there’s a twist – the drivers share a unifying expression: the eyebrow raise symbolizing a detour to McDonald’s, transforming the annoyance of gridlock into an anticipation of a satisfying meal.
The creative execution of the ad is enhanced by the direction of Partizan’s Michael Gracey, who brings his cinematic musical flair to the screen. The vehicular camera choreography adds an enjoyable element to the commercial, making it feel like a nostalgic yet engaging slice of classic television advertising.
9. Taco Bell’s risqué campaign challenges advertising norms
Developed in collaboration with agency The Or, the out-of-home and social campaign features bold billboards in cities like London, Leeds, Edinburgh, and Birmingham. The headline, “See you next Tuesday,” may seem innocuous to some, but savvy viewers will recognize that it’s a coded reference to a certain offensive slur—C(See) U(You) Next Tuesday.
The central message of the campaign revolves around the notion that everyone deserves a moment of happiness and escapism, and Taco Bell U.K. aims to provide that through its affordable and delectable £2 taco and drink offer.
To add an extra layer of humor and context, the brand further explains the headline with two interpretations in the ad copy:
- A discreet method of delivering an offensive slur.
- A polite invitation to Taco Tuesday for a £2 taco and drink.
The campaign took a risk by leveraging the controversial phrase while maintaining a playful and cheeky spirit.
10. Volkswagen’s clever US Women’s National Team spots kick ass
The US Women’s National Team (USWNT) may have been eliminated from the FIFA World Cup competition, but that didn’t mean there wasn’t creativity still worth talking about. This includes a recent Volkswagen Atlas & Atlas Cross Sport campaign from Johannes Leonardo that aimed to build on the excitement and ambition of the popular women’s team.
The new campaign includes two executions titled “The Juggle” and “Nailed It.”
11. It’s Santa Night Fever as John Travolta stars in Capital One spot
Hollywood legend John Travolta steps back into the shoes of his iconic character, Tony Manero, from the classic film Saturday Night Fever. This time, Tony Manero gets a festive makeover as Santa Claus, grooving to the Bee Gees’ Stayin’ Alive and spreading yuletide cheer with a dash of disco flair in a 60-second.
Directed by Bryan Buckley of Hungry Man and crafted by agency GSD&M, this minute-long ad captures the essence of the season with a touch of disco flair.
The commercial kicks off with the familiar beats of Stayin’ Alive as Travolta transforms into Santa Claus, strutting down the street with the unmistakable swagger of Tony Manero. Complete with a paint can and a gold “St. Nick” medallion, Santa Travolta embarks on a holiday shopping spree.
12. Saw X cuts up annoying Nicole Kidman AMC Theatres spot
n a bold and darkly humorous move, Lionsgate has taken parody to a whole new level by recreating an almost shot-for-shot ad featuring Billy the Puppet from the Saw franchise.
This unexpected twist on Nicole Kidman’s overwrought 2021 AMC Theatres commercial, which celebrates the magic of the moviegoing experience, has certainly caught the attention of audiences and movie enthusiasts alike.
Kidman’s original ad, created by ad agency Barkley, became a meme sensation when it was released, thanks to its melodramatic portrayal of the joy of watching films in theaters. C’mon, Nicole has not sat in a theater with a bunch of annoying, phone-addicted millennials in like never.
13. Progressive Insurance rolls with Kid ‘n Play for new Replay spot
Starring Christopher Reid and Christopher Martin, the commercial, created by VMLY&R, brings the duo together for a football watch party, injecting humor and nostalgia into the scene. The plot revolves around a misunderstanding between the two friends, leading to the need for a Replay challenge flag.
The commercial incorporates iconic nods to hip-hop culture, including the revival of the Kick Step with actress Ashley Everett and an exclusive track from the trending hip-hop duo Flyana Boss. Buffalo Bills’ Von Miller, known from Progressive’s recent “Suits” spot, also makes an appearance, creating continuity within the Replay campaign.
14. Binky Dad Flies Now for Kia
Kicking off Kia’s 360 Super Bowl campaign, created by our friends at David&Goliath, is an adventure-fueled 60-second spot directed by celebrated film director Dante Ariola of MJZ, which debuted today, 2/9. The ad follows Binky Dad as he immediately jumps in his Telluride X-Pro and goes on an incredible journey to get the binky, before his beloved baby erupts in an explosion of tears.
Set to the iconic and uplifting classic theme from Rocky, Gonna Fly Now (perfect for the Philadelphia Eagles), we can’t help but cheer for Binky Dad and his Telluride X-Pro, the champs of this story of sheer grit and rugged determination to beat the odds.
15. Ben Affleck works Dunkin’ Donuts Drive-Thru
Actor, writer, and director Ben Affleck is known to be a disciple of Dunkin’. He apparently goes there every day the same way others go to Starbucks. Even the memes chronicling his visits go way back. The spot catches the Batman actor working the drive-thru at a Medford Dunkin’. The spot, which Affleck also directed, features footage of surprised (and some not surprised) customers. The biggest surprise – wife Jennifer Lopez showing up at the end and asking for a glazed donut.
There are so many more campaigns we could have included as we love advertising and the people who create it so much. But these were the ones which stood out to us. Have a great New Year and keep creating and fighting the good fight!
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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