Remember the first time you saw the PC/Mac commercial featuring these two guys?
In a smart series of ads, Apple reinforced many deep-seated beliefs about Microsoft and the differences between the two companies.
It was powerful, memorable, and effective.
Image matters.
So does design.
That’s why when I saw this new Charles Schwab spot for the first time last week, I had that same reaction.
Only this time, it was about radio. And I couldn’t help but cringe.
>EMAIL RECIPIENTS: CLICK HERE TO WATCH CHARLES SCHWAB COMMERCIAL<
Even though the commercial is about updating your 401(k), the visual metaphor is unmistakable.
Traditional radio = ‘80s, old school, dated, where you’ve been
iPod = today, modern, current, where you want to be
Of course, design matters – an ongoing theme in the Steve Jobs biography and the Apple story.
And in this context, radio’s dated receivers are sending a message to listeners, young people, media buyers, and others. Maybe it’s subtle or even subliminal. But when you consider that political advertising in a Presidential election cycle will be down a percentage point – or two – these seemingly small slights may be taking their toll on the heart, soul, and strength of the radio business.
The medium has made many valiant efforts to stay up-to-date and connected during the past few years. Radio has pursued the mobile revolution heavily. The iHeartRadio movement has played a major role in keeping radio looking and feeling modern.
So the Schwab spot angers me on the one hand, but reminds me on the other about the importance of radio continuing to make the climb, staying active in the mobile and digital spaces, and providing the ability to experience content on a myriad of devices.
So it’s a little depressing when this Schwab spot runs on TV. But then I put the boom box out of my mind, and I start thinking about images like this, and I feel better about radio’s ability to re-image and remake itself down the road.
By design.
Modern. Sleek. Where radio needs to be.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Great ad. Great post.
Thanks, Jordan. Appreciate you reading our blog.
How about saying ‘MP3 Player’ instead of iPod? Or have a picture of a smartphone instead of the titular IPhone. Yikes! So to be modern, sleek, and “with the times” means Apple? For the love of Pete people, get your heads out of Apple’s ass!
Would you have been happier had I shown an Android? Wow, this is a more divisive issue than politics. Thanks for chiming in, Curt. And I’ll work on my head placement.
I fully understand and agree with your point – but upon closer inspection, I discovered that the MP3 player in question may be a Sylvania SMPK8009 (catchy, huh?) with an FM tuner in it!
https://www.bing.com/shopping/sylvania-smpk8099-8-gb-video-mp3-player-with-fm-tuner-built-in/p/4D174FFC2ADD22825001
Irony!
Tell that to Jeff Smulyan! Funny!
Ha! Who knew Sylvania made MP3 players? Or, actually, that they are still in business?
Didn’t they get bought by Tappan?
You should answer your phone more often Fred. 16 missed calls? 🙂
Not to mention all those unread emails!