Today I saw a billboard ad with the iPhone 3GS on it, and the text below it read: “iPhone 3GS. The fastest, most performant iPhone ever.” Of course this ad was not one for Apple but a mobile service company. Still I couldn’t help but wonder if they really thought they’d need to advertise it that way. It’s not like someone who is only slightly into tech doesn’t already know that. In fact, all early adopters are already slavering for the 4G to come in summer, ready to dispose of their 3GSs.
The effect the billboard has is quite opposite to what its creators wanted it to be. First, the strongest association is not between the mobile service and the claim or the phone, but between the phone and the claim, so people are very likely to misinterpret it as an Apple ad. Second, it’s meant to appeal to an audience that is not going to act on it. Third, using a row of superlatives in connection with “ever” is already bad enough, but doing in the face of the new model of the product coming soon, it’s just plain stupid. The interesting thing about this is that the fraudulent touch it has will not be associated with the mobile service but Apple.
And just imagine they would (quite rightfully) try to prevent third parties to commit mistakes like this, what an outrage this would result in. So once again they have no choice but to stand out. I’m pretty sure they will. Any takers?