One brand that is seen everywhere is Apple, and as a brand they love to get people talking about them. Whether this be using campaigns or products, they have a way of making people talk about “the product, whether it be a Mac, an iPod, an iPhone or an iPad, and the experience with Apple itself as if they were an important relationship” (Edson and Beck, 2012:1). It is clear that Apple have this relationship with its consumers, it is noticeable to anyone. The question is, how have they done this? By dissecting two of Apples most iconic advertisement campaigns, we will be able to see exactly how Apple have managed to use storytelling as a marketing technique to create an emotional connection with the consumer.

Apple are one of the brands that have utilised many storytelling techniques throughout many of their television advertisements, some of which have become iconic. One example of this is Apple’s silhouette campaign (see fig.1) that was developed in 1995 by an ad agency working for Apple, TBWA/Chait/Day. It was not until fall of 2003 when the when the silhouette ad campaign rolled out on televisions (The pop history dig, 2011). This campaign was a process, lasting the years 1995-2008, meaning there was only 5 out of the 13 years of actual air time on television. By refining this advertisement over such a long period of time, I feel like Apple where able to successfully create this immersive ‘universe’. I watched a video that compiled all the TV silhouette advertisements from every year (Every iPod ‘silhouette’ ads (2004-2008), 2012), and you can see how the story develops over time with some major differences. One of the most noticeable changes to me was the background music to the 10-15 second clip. Watching the video felt like I was somewhat travelling through time, listening to artists that where popular in each specific year. This may create a sense of nostalgia for the consumer, making them remember memories and experiences surrounding the specific song.