The Apple iPhone 12 'Fumble' Commercial Highlights Ceramic Shield
Michael Hemsworth — March 25, 2021 — Marketing
References: apple & geeky-gadgets
Fumbling and dropping one's smartphone when out of the house is a common experience that's highlighted within the Apple iPhone 12 'Fumble' commercial that has been debuted by the technology brand. The ad spot sees a woman talking on her phone only to start fumbling with it as she attempts to switch which ear she's holding it up to. This sees her briefly recovering before the device ultimately makes contact with the ground, but is spared from damage thanks to the Ceramic Shield technology used in the brand's latest-generation devices.
The Apple iPhone 12 'Fumble' commercial makes a spectacle of a common experience for enhanced relatability, while also driving home one of the core selling points of the namesake smartphone.
The Apple iPhone 12 'Fumble' commercial makes a spectacle of a common experience for enhanced relatability, while also driving home one of the core selling points of the namesake smartphone.
Trend Themes
1. Ceramic Shield Technology - The use of ceramic shield technology in the latest-generation devices presents opportunities to disrupt the smartphone industry by offering enhanced durability and protection against accidental drops and damage.
2. Relatable Advertisements - Creating advertisements that showcase common experiences and struggles like smartphone fumbling can disrupt traditional marketing methods by fostering a deeper connection with potential customers.
3. Smartphone Accessories - The prevalence of accidental drops and phone damage presents an opportunity to disrupt the smartphone accessory industry by offering more durable phone cases, screen protectors, and other protective accessories.
Industry Implications
1. Smartphone Industry - The smartphone industry can offer disruptive innovations with the creation of more advanced and durable devices utilizing ceramic shield technology.
2. Marketing Industry - The marketing industry can utilize the concept of relatable storytelling to create more impactful advertisements and better connect with potential customers.
3. Smartphone Accessory Industry - The smartphone accessory industry can disrupt the market by creating advanced protective accessories to prevent damage to phones and extend their lifespan.
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