| IPod video was a surprising new device at its | | | | the fact that the actual iPod video doesnt |
| appearance, due to the new and exiting | | | | have the same characteristics as the one in |
| quality that it could offer: playing videos. | | | | the ad: the actual device looks very similar |
| Besides this, the iPods have known, since | | | | to the 1st to 4th generation of iPods, |
| their appearance on the market, a constant | | | | meaning the screen is over the buttons, but |
| evolution, which lead to the fact that the | | | | the one revealed in the ad presented a very |
| public and the potential customers had more | | | | large screen, which completed one side of the |
| and more expectations regarding this product. | | | | device. |
| With a new offer and design, the new product | | | | |
| iPod video had a series of new ads, some | | | | Still, there are many ads of the new iPod |
| authentic and some suspicious, because of | | | | video which are, for sure, authentic. The |
| their fake or less real aspect. | | | | main idea of these is the fact that music can |
| | | | be seen, as well, besides just being heard. |
| Due to the fact that the product was not yet | | | | This is why the Apple company opted for |
| in stores and people didnt expect such a | | | | integrating famous artists in the ads for |
| product to appear, there were a number of | | | | their product: one of the ads featured U2's |
| teasing and controversial ads (regarding | | | | Original of the Species from the Vertigo - |
| their authenticity) which appeared and | | | | Live From Chicago DVD and another two |
| circled on the Internet. By bringing a new | | | | featured Eminem and Wynton Marsalis. The ads |
| and relevant feature to the device, such as | | | | featuring these artist were much longer than |
| the video feature, the potential customers | | | | the usual ones and they basically played |
| were surprised by the evolution of the | | | | famous songs, but not together with their |
| product and so, the ads purpose was | | | | videos; instead, the producers opted for some |
| established. One of these ads represents the | | | | more authentic images illustrating |
| iPod video in an unreal shape (meaning that | | | | performances of these artists, which would |
| the authentic iPod has other optical features | | | | look natural and more spontaneous. The ads |
| and another design). The ad was very short, | | | | for this new product were focused on the |
| as it lasted only 15 seconds. The video | | | | video playing capabilities of the device and |
| begins with presenting some corners of the | | | | the producers wanted, at the same time, to |
| new device, which are revealed in a | | | | symbolize the new range of possibilities that |
| computerized manner. | | | | the new model of iPpod had to offer. |
| | | | |
| This one side of the device turns and the | | | | The main idea of the ads was clear, even |
| other one presents a screen which played the | | | | though these 3 ads had very different |
| most recent music video belonging to the band | | | | targets. Based on the fact that the clients |
| Black-Eyed Peas (Pump it). The music and | | | | of the new device come from different |
| rhythm were dynamic and fast and so were the | | | | backgrounds and are of different ages, the |
| characters, who were dancing while driving. | | | | producers and the marketers managed to pick |
| Suddenly, the slogan Introducing the new hand | | | | some artists that represent generations and |
| held movie theatre appeared and shortly | | | | symbolize best their tastes and lifestyle: |
| after, the phrase new hand held movie theatre | | | | Eminem stands for teens and hip hop music, |
| was cut out and the new phrase new iPod | | | | Wynton Marsalis is representative for adults |
| appeared on the screen, resulting Introducing | | | | who like classical and jazz music and U2 is |
| the new iPod at . | | | | somewhere in between the other 2 opposite |
| | | | styles. |
| The controversy around this ad is focused on | | | | |