> Why would Apple want to promote the idea that Apple Intelligence can bail you out from failing to pay attention to the most important people in your life?
I mean, the forgotten birthday/event that's results in a scramble to get/do something is not an uncommon concept in ads, where some product sweeps into the rescue. I'd imagine it's almost a cliche because it's effective.
It doesn't work here because there's a mismatch between the format and the intended message.
She forgot his birthday but scrambles and buys him a 7-eleven hot dog - funny, self-aware. 7-Eleven doesn't actually believe the hot dog is a very good birthday gift.
She forgot his birthday but scrambles and buys him a Rolex - materialist, not for everyone but will appeal to some. Not very funny.
She forgot his birthday but scrambles and buys him a cheap fake Rolex - not that funny, just an ad for counterfeits?
Does Apple think that having an AI slap together some images without your involvement is a thoughtful birthday gift? Then why show it so clearly as insincere and low-effort?
Or do they think it's a bad gift? Then what are they trying to say about their product? We assume they want to be perceived as a premium brand.
The ad could have just played it straight. Like, couple sits in couch, "Remember when we were at Ibiza?" "Let's relive those moments" (types "Ibiza vacation" into phone) (music swells as couple looks at phone screen with fake smiles)
But that would be tacky. Funny at their expense. So they add a twist, make it so they are in on the joke. But now the messaging isn't coherent. Is the product good? bad? premium? cheap?
The ad is so terrible that at this point I will assume it's a setup for the 3rd-8th ads where Apple Intelligence helps with the divorce by translating angry texts and manages the custody agreement along with helping to locate divorce lawyers.
I mean, the forgotten birthday/event that's results in a scramble to get/do something is not an uncommon concept in ads, where some product sweeps into the rescue. I'd imagine it's almost a cliche because it's effective.