It’s no secret that I love Apple. It’s also no secret that I hate banner ads. So when I see something like this I get mixed emotions. But I’ve decided that I love this iLife ad. Apple has upped the anti for synced banner ads. The idea is not completely original but as with anything Apple’s marketing team dreams up it’s just freakin’ cool.

The premise is that “PC” (John Hodgman) is trying to sabotage the iLife banner’s call to action button to shock users who might  otherwise be tempted to click. Of course, in typical Wylie Coyote style he ends up shocking himself.

Another brilliantly creative synced apple ad.

Another brilliantly creative synced Apple ad.

The ad works for many reasons.

  1. The smooth loading and clean design allows the story to play out in a clear, decisive way.
  2. The dramatic scale of the ad is not entirely typical for the New York Times homepage, so it breaks from the heavily loaded content you’re used to seeing in this space. Plus the white space calls more attention to the action.
  3. The quality of the video allows for an uncompromosed viewing experience, one that may not have been possible just a few short years ago.
  4. The video initially plays without the sound, which is not only standard compliant with most publishers’ ad requirements but it also entices you and draws you in immediately.
  5. The aggressive media buy is placed on the perfect site demographically speaking, at the perfect time. A total buyout on a boring wednesday makes sense on a site who’s regular users visit at least daily.

Anyway, not to be a blatant Mac-a-holic, but damn these guys are good.