If you have noticed, the two commercials here are very similar to the advertisements by BMW and Audi in my third posting.
BlackBerry and Apple Inc. are known to be rivals, competing very fiercely to gain a greater share of the mobile phone market mainly in the United States and United Kingdom. Below is a commercial produced by BlackBerry when their touchscreen smart-phone, the BlackBerry Storm, was launched. In the commercial, Apple Inc. was not named at all, but it was very obvious that BlackBerry was portraying their main competitor, Apple Inc., in the video. It shows a blackberry fruit being shot through an apple fruit, causing it to explode, and at the end, there were captions that read "nothing can touch it", implying that Apple Inc's touchscreen iPhone cannot compare with it.
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The video below is Apple's response to BlackBerry's commercial. It is short and simple, giving us the impression that Apple could not care less or be bothered by BlackBerry's commercial, simply brushing it away with a "reply" like that. In the commercial, there was no mention of BlackBerry or Apple. It just showed a blackberry fruit being shot towards an apple, and on impact, it smashed itself, with ending captions saying "simple facts".
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The two commercials are good examples of application of ethos as they did not have to mention the name of their competitor, banking on the two brands' fame and recognition.
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woot! good article man! keep it up!
ReplyDeleteApple has a reputation for coming up with very creative and often humourous advertisments for all their products, be it the iphone or Macbook.
ReplyDeleteSuch advertisiing tricks are commonly used by many well-established companies, such as the ads by Singtel, M1 and Starhub.
Wow, indeed this is very similar to your previous Audi vs BMW entry but I must say that this rivalry seems to be more intense.
ReplyDeletePerhaps it was because this was a video compared to the billboard used previously. It carries so much more meaning and I can feel that they are really competing against one another to be the best.
Both videos are excellent and their intended message is strong but as you know I'm biased towards BB and I feel that BB did a great job in coming up with the video first though I think it was unnecessary for them to include Apple inside as they are too good to be compared with them! Hahaha, okay too biased already but I'm just speaking my mind ;)
Berry ♥
i love non-verbal ads.
ReplyDeletewhat can i say. stalemate!
i thought the two videos were hilarious and very smartly created by both companies. It shows that a simple short clip can have a profound meaning. nicely done. it's definitely better than long advertisements that leave the viewers clueless after watching it.
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