Light As Air – Deconstructing the MacBook Air Campaign

Posted by | April 07, 2012 | advertising, art, technology | No Comments

Hello! Thank you for visiting my website and welcome to my blog. For those of you who don’t know me, I am a Sophomore at the University of Oregon majoring in Advertising and minoring in Business Administration and Multimedia. I chose to get into advertising because I love art and all good advertising is a great work of art. Art is an important element in successful brand management because it defines and delivers the brand to the public. My other passion lies with technology. I am an avid TechCrunch, Gizmodo, and Wired reader. If I had all the money in the world I would get my hands on the newest gadgets in the market.

Today, I am introducing to you an advertising campaign that combines both my love for art and technology. I came across this campaign last January while walking past the Apple Store in San Francisco. I couldn’t believe my eyes when I first saw the installation in the Apple Store window — a MacBook Air suspended from a balloon! I was critical right from the start. I knew a single helium balloon couldn’t hold a MacBook Air in the air despite the lightness of the laptop; However, I was enthralled by the creativity of the campaign. The selling point of the MacBook Air is that it is incredibly thin and light, yet it holds the same power and capacity as a normal laptop twice its size. It’s astounding how a simple campaign without words portrays this message thoughtfully and effectively.

The MacBook Air swings slightly by the wind generated from people coming in and out of the Apple Store. Image courtesy of Mac Stories.

There are numerous individuals out there who hate Apple products. Some argue that their products are overpriced, hard to use, and exude an elitist attitude. Say what you will but there is no denying that Apple is good at advertising their products. What better way than to show the lightness of a laptop by suspending it from air (with help from invisible wires) by a helium balloon? Simply brilliant.

- Hana Kelley 

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