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What ECD1 said. You’re comparing a low funnel Instagram ad for applepay to multi-million dollar integrated campaigns featuring film, print and ooh. Campaigns that launched highly anticipated new products and highlighted new features in a simple, human way. And I guarantee those campaigns also had low funnel and point of purchase ads that were as pedestrian as the applepay reference.
I don’t know if we’ll ever see an era like Lee Clow x Apple ever again. It was iconic. That said, I think TBWA\Media Arts Lab and Apple still do some great work together, despite there being a historically high bar.
I saw it as Clow–Jobs. They worked together almost as co-creatives, not just an agency–client relationship.
When Clow and Jobs were leading, their low-funnel ads were almost non-existent. But in the few times they did appear, they were almost always based off a larger campaign, not one-offs.
The excuses here that nothing good can be done in a lower-funnel buy are interesting, because TBWA\MAL used to do this with much more basic media. For example I remember seeing a very basic animated GIF banner ad that had a line from the “I’m a Mac/I’m a PC” campaign.
The posted example here was :15 of full video with sound … where you could do a lot in there. But it was not connected to any campaign, it was wasted as a poorly-written one-off.
OP getting a direct mail ad for a credit card and having a nervous breakdown about 'the decline of craft'
ur right there are no lower funnel social endemic looking posts on instagram. this is the first one ever. nice catch!
Low funnel platform native content works 🤷🏻♀️
I worked on a lot of Apple ads that were just closeups of a finger and the UI. All reported to Jobs. Was Boomer as hell.
Jobs died right when the iPhone 4S came out.
Sadly, :60 films just don't cut it anymore. But keep pumping out those overly long scripts and manifestos.
We are ALL going to be replaced by AI if we don’t take this seriously.
This was a :15 with sound on an Instagram feed. People are scrolling on social more than watching any other screen.
We have to start thinking about how to fit our big ideas on small screens or agencies will continue to die.
This could have easily been shot as an extension of a large campaign. But instead it contained a low-funnel one-off.
And then consider it was filled with garbage barely above the quality what AI could make.
We can do great things with a :15 on Instagram. Scratch that—we MUST do great things with a :15 on Instagram, or half of the smirking people in this comment section won’t have jobs next year.