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