Comparing the current batch of iPod ads to the original "One thousand songs, in your pocket" TV ad from the launch of the iPod a few years ago, a few things are significantly different.
- The new ad places less emphasis on what the device is and how it can function.
- The new ad uses a bare minimum of actual words. In fact, the only words in the current TV ad are "Vetigo by U2. iPod + iTunes... (Apple logo,
www.apple.com)". I suspect this means it can reach a wider audience who speak a wider range of languages.
- The new ads are much more eye catching and fit in with a consistent look to poster and billboard advertising.
- The new ads are MUCH more effective than the original ad.
I think the critical difference in the approach here is that it catches people's attention, then directs them to the website to learn more. This is also good because the iPod is a rapidly evolving product line available in several flavours (Mini, U2, 20GB, 40GB, 40GB Photo, 60GB Photo) each with their own qualities. In the near future, we will most likely see more variants on the iPod line, more "Special Edition" collectable models, and so on. To try and show the appearance of the iPod and a "...family surrounding their TV looking at a slide show with their iPod photo." in a 15 second TV spot would simply detract from the efficiency of the ad.