This ad campaign is very fast pace and extremely energetic, focusing on the music and the silhouettes. The white headphones pop on the bright, colourful background (see fig.1) and are clearly Apple’s signature headphones which adds high recognition value for the brand. Apple did this on purpose, because in daily life the headphones are the only thing visible when walking down the street and using an MP3 player. Apple have made the only visible part of their product a status symbol and if you wear white headphones, you are “part of the club” (Chazin, 2009:3). This suggests that Apple are focusing on trying to sell the experience of the product, rather than the product itself. The reason this works so well as a marketing technique is because, as spoken about before, we are in a world where we “increasingly seek experience and adventure; we look for things that entice the heart rather than the brain. We buy stories along with the products” (Jensen:1). Jensen calls modern society who seek the need for an experience the ‘dream society’ where “function is taken for granted and the decisive factor is the underlying story, lifestyle, experience, and adventure” (Jensen:2). The silhouettes are clearly having a great time, dancing energetically and letting loose. This is clearly the moral at the core of the main story of this campaign, which is one of the main four checkpoints of storytelling.

The fact that the only characters in this campaign are silhouettes, which are unidentified people, consumers look at it as if it could be themselves; because at the end of the day, everyone has let loose and had a dance at some point in their lives. This campaign features people with noticeably different styles, music genres and a few different iPod models that are hardly noticeable but are there. This suggests that this campaign has been curated over time to appeal to essentially everyone. In 2004, Apple released the first campaign in the same style but with a visible character’s (see fig.2). The featuring characters in this specific clip are U2, which is seen to be one of the biggest bands in the world at the time. Throughout the fast-paced video, it is continuously switching back and forth between a blacked-out silhouette from previous clips and the band U2 performing their song ‘vertigo’. As discussed, the silhouettes make the consumer feel like part of the experience and immersing them in the ‘story’ (campaign). By doing this, they are making the consumer feel like they are part of a performance by a huge, well-known brand. “Apple is not selling an MP3 player, they are inviting you to the apple lifestyle” (Chazin, 2009:3) By making the consumer part of the fun in the video, and part of a performance, w