I think every creative gets an especially electric thrill from a clever carpe diem ad. These tactical ads require so much quick wit and far more perseverance than the normal campaign to be conceived, approved and produced in record time.
Ikea and KitKat’s creatives have acquired their flair through practice. But this one outside CES is from Apple. It’s bold. It’s big (literally). And it’s gutsy – because it’s not entirely true.
Plus Apple hasn’t signed up to be part of CES.
Apple has, however, erected a massive billboard on the side of the Springhill Suites Marriott hotel in Las Vegas, where this year’s CES is being held. The ad reads, What happens on your iPhone stays on your iPhone, a play on the line created by R&R Partners fourteen years ago for the Las Vegas Convention and Visitors Authority that has become part of pop culture. The bottom of the billboard directs passers-by to Apple’s privacy info site.
Privacy has become a major issue. As soon as technology became so very adept at digging into people’s personal information, the inevitable happened. Providing private information became lucrative. Data breaches have become regular occurrences. Malware is an insidious pest and scary hacks are common enough to make everyone worried. Plus Google, Amazon and Facebook have all had their own privacy mis-steps been brought to light in recent months.
Apple has always claimed “we believe privacy is a fundamental human right”. Its privacy is better than its competitors in many functions like Messenger and Maps and it doesn’t sell personal data, but it’s not as perfect as the billboard would have you believe – especially if you use a lot of apps.
None of this will matter, though. The carpe diem is wonderful.