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Padding The Ads: Brand Marketing With Touchscreen Allure
You’ve suffered through the hype, and you’ve probably browsed the Apple stores in search of one. And if you believe some of today’s TV commercials, iPad users will inherit the earth.Sliding our finger across a touchscreen has fused technology with a singular emotional experience that is, even with all its success, still in its infancy. My friends and I have gone down an iPhone or iPad rabbit hole after buying these cool, obsessive products, completely transfixed by the UI (user interface). We fingerslide our way to new apps, new connections and a new way of computing and thinking.
But have you noticed that our relationship with touchscreens - the iPhone, iPad, Droid and others - have begun to infiltrate the way marketers are selling their products? To wit: ads that take the personal-device experience and mesh it with other products, as with this Land Rover 4 ad:
Not convinced? How about this snippet for Lawyers.com, in which an actor is enlightened with what looks to be a 7-year-old Dell laptop that can somehow expand and reduce its touchscreen images:
These ads are more than a fad. They are emblematic of a cultural shift away from the one-dimensional, boring, top-down, “this is what you want to buy” strategy to getting in the head of a hyper-active user who is in total control of their surroundings.
Know of any others ads? Comment here or on the Facebook comment thread! I’ll update as all of you put in your ideas.