We journalists certainly know the power of a few words – and especially how much a story can change when it is moved.
Apple TV + persuades that truth in its latest ad from TBWA Media Arts Lab highlighting the subscription streaming service’s original programming. The spot advertises some rather humble TV show and movie concepts and then makes relatively small changes that add a significant amount of drama.
Contrary to what you’d expect from broadcast networks, Apple TV + doesn’t lean towards its new or upcoming programming. Instead, it inserts them next to its existing blackboard, such as M. Night Shyamalan’s Servants (via a couple hiring a nanny for an eerily lifelike doll) and Ronald D. Moore’s For All Mankind (via an alternate timeline in which the USSR America defeated) the moon).
This approach of incorporating older and newer content – like the WWII movie Greyhound by Tom Hanks – likely shows that the service is still trying to reach out to potential subscribers who are comfortable with the nature of the $ 4.99 content on offer per month are not familiar.
Obviously, the ad is spending time on The Morning Show, Apple TV + ‘s first critical hit, which won multiple awards in its first season, including an Emmy, a SAG Award, and a Critics Choice Award. (Is the show a hit in terms of viewership too? Due to the lack of publicly disclosed ratings, even the stars are unsure of themselves.)
Apple TV + debuted in late 2019 amid a host of new streaming services and struggled a little out the window to even justify a $ 5 monthly price tag. It has made some notable programming moves since then, including landing Jon Stewart for its first hosting gig since leaving The Daily Show in 2015.
Apple also announced the ability to add Showtime and ad-free CBS All Access for $ 10 per month. This is a significant discount compared to what Apple TV + subscribers would have to pay for the two services separately.
The new Apple TV + program ads will appear on digital video, social media, broadcast, TikTok and Snapchat.