Mocking Apple ads and launches is not the road less travelled. BBH’s Apple parody ad, Book Book, is a standout. A whole other book could be written about Samsung’s Apple parodies.
Sacha Baron Cohen’s Apply parody, released on Twitter, is to promote his new spy spoof, The Brothers Grimsby.
Cohen plays an Apple-like executive unveiling a new movie character instead of an iPhone. The spoof is meticulous in its detail. There are elements of classic Apple marketing ingredients: the Helvetica Neue font that Apple used to use in its signage, soundbites delivered against a stark white studio background, the Apple (Steve Jobs) product keynote speaking rhythms, design head, Jony Ive’s accent and dress, and a reveal in an auditorium before a worshipful audience.
The parody doesn’t only rely on Apple for Likes, Shares and effectiveness (putting bums on seats in cinemas screening The Brothers Grimsby). It also references Cohen’s most popular characters, Ali F, Borat and Bruno.
The two and a half minute film introduces something “our engineers have worked night and day to bring you something we’re really proud of. We call it… The Nobby” [this is the character at the heart of The Brothers Grimsby].” His cutting-edge product benefits include that The Nobby is “15% more idiotic than the Ali G,” and “12% more likeability than the Borat”.
#SachaBaronCohen is about to revolutionize the world. Again. #TheBrothersGrimsby. https://t.co/PtKWm5mfjYhttps://t.co/vooP5wUMAQ
— The Brothers Grimsby (@BrothersGrimsby) March 8, 2016
Cohen’s timing is strategically perfect. According to the current rumour, Apple is to hold its own press event to introduce a new iPhone SE, a smaller version of the iPad Pro and minor Apple Watch enhancements, on March 21.
