02 June 2010

Baby Boomers as iPhone window … I mean, screen dressing.

A couple of friends in the 50-Plus marketing biz have been talking about an iPhone spot and its age-neutral emphasis.  I’m not sure I see what they see:

I saw this ad a few months ago, liked it, but said to myself, “Did they ever miss the mark. It should have been done from the grandmother’s point of view.”

The spot is part of a major campaign. All the principals are twenty-somethings. In this version it’s a young mother. Baby Boomers and older are simply window … I mean, screen dressing. Marginalized, as usual – especially when it’s a tech-driven product or service.  Remember this commercial from 2005?

I admired the iPhone spot for all the obvious reasons – well done, simple, focuses on the product capabilities – and because I see this scenario played out first-hand. Of course, I’m on the other end looking over shoulders - it's the new grandmother receiving videos of her very young grandchildren. Words can’t describe …

imageYou could categorize this spot as age neutral - but as I’ve said, I wondered why they didn't reverse the scenario - a Baby Boomer grandmother receiving the video and forwarding it every which way (including to her mother). That's what really happens. Of course, a young mom will get excited when her baby starts walking, but it’s the grandmother who goes crazy and sends the video to everybody on her contacts list

This would also reinforce the fact that she can do it - which would be the point if you're trying to reach an older demo with primary or secondary age-neutral targeting. 

I guess wrinkly fingers holding this new, shiny gizmo might upset iPhone’s intended target market: twenty and thirty-somethings. 

Here's a spot I love, it’s packed with the emotional wallop I’m talking about, and they do it with humor. From New Zealand:

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