THE DEN reposted this
Co-founder, THE DEN. Leader of an #IRLrevolution, fighting to give every UK teenager somewhere to socialise IRL | Ex-CEO, CMO | Executive coach | Advisor | Consultant |
In a week where Nokia's new 3210 'dumbphone' was launched with the moniker 'JOMO' (joy of missing out). In a month where 3/5 Gen Z wanted to be 'Less connected' (according to Mintel) A year where Freya India wrote so evocatively about 'anemoia' - a nostalgia for an 'in-real-life life' way of connecting that this generation have never had. And in the face of the launch of the #IRLrevolution in the UK... ...this new creative from apple is shocking in its total inability to READ THE ROOM. I wouldn't want to point to that as the main reason Apple sales are falling, or why Apple has lost its #1 spot for smartphone sales, but with the inexorable march towards a life walled in by screens, digital experience coming between us and the world in just about every creative and social space, it does feel like Apple is now at the forefront of driving the dystopian future it once railed against. Vinyl sales are at their highest in decades. Retro arcade games enjoying a huge renaissance. I definitely consider an afternoon where my kids muck about on instruments and get messy with paint as just about the best sort of afternoon. We need life-in-real life. In decades to come no-one will tell misty eyed tales of long weekends spent on Ipads. And you know it don't you? You know that your competition is IRL. You know it so clearly that you just played it out globally in an advert. shame on you. #IRLrevolution
Crush! | iPad Pro | Apple
https://www.youtube.com/
Cheryl Calverley you’ll enjoy Jerry Daykin’s take in his post here: https://www.linkedin.com/feed/update/urn:li:activity:7194017338206076928?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A7194017338206076928%29 I’m amazed that there wasn’t anyone at apple raising the time deaf flag. Or perhaps but was a failure to listen.
Hear hear Cheryl Calverley In the midst of Covid I was told by an acclaimed agency veteran that I needed to "wake up" and realise the analogue world was over. That I was a dinosaur. That only "digital' businesses would prosper in the new world. Thankfully they were wrong. Having been cooped up inside for months, encouraged to "experience" everything the virtual world had to offer, we all rushed back to IRL experiences. I know we weren't the only experience business who had a good year in 22/23. People crave contact. The excitement of a crowd. The joy of bumping into someone you didn't expect to see. The beauty of the natural world. The freedom to move.. I could go on and on... I am no luddite but I don't want my kids to live in a virtual room. I want them to 'experience' getting muddy, falling over, smashing out a terrible tune on a battered guitar. This is living. At the end of today I bet you ask someone "what did you do today?" Not what did you watch. What did you scroll. What did you apply an emoji to but what did you DO... here's to your #irlrevolution
All true. A surprisingly ill judged ad from apple that is typically celebratory and joyful in tone. The idea may have been to demonstrate that you can 'fit all this' into the new model - but seriously, trashing people's hobbies and interests along the way? Piano's, paint, guitars and all the 'stuff' that are shown destroyed, are in reality treasured items - unlike, the latest piece of tech - which however good, will just be used, lost and in due course traded in for the next model without any lifelong affection. See if this ad is not pulled.
“We need life-in-real life. In decades to come no-one will tell misty eyed tales of long weekends spent on Ipads. “And you know it don't you? You know that your competition is IRL. You know it so clearly that you just played it out globally in an advert.” 🎯🎯🎯🎯🎯 🔥🔥🔥🔥🔥
Everyone go buy a copy of The Revenge of Analog. https://bookshop.org/a/100885/9781610398213
We want real-world experiences, to disconnect from technology, to be in touch with ourselves, our intuition and our feelings - not to be told all we need is an iPad and that art, music, feelings, creativity, and nature can all be experienced there, so sod the real world!
Sorry (not sorry!) but I find this creative quite evil! Makes me actually dislike Apple rather than wanting to buy one of their new products!
Wow. Just wow. They missed a real opportunity to show how their products can lead people to or work with ‘real life’. Or am I in an echo chamber of my choosing maybe?! Am going to see what my kids think… Or maybe this is an ‘anti-ad’ gone horribly wrong!
This is spot on. Having spent almost the same time at both companies mentioned in the text, I can say that the outputs of the week are direct links to the company cultures. I still say this with love though.
Senior embedded developer with AI, tech lead experience. Born at 322 ppm CO2.
4moIt looks like an irony, but maybe it is actually about not needing as much space and stuff as we thought?