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Apple on Thursday released a digital advertisement campaign on high-profile websites like Yahoo and The New York Times in an apparent bid to gain wider exposure for its lower priced iPhone 5c handset.
While Apple's Yahoo ad stays mainly within a set bounding box, the NYT version "takes over" the homepage with moving dots that ultimately collect in the normal ad space. From there, both iterations randomly display 6 of 17 short videos set to popular music tracks.
For example, Nena's "99 Luftballons" plays as a backtrack for a one clip showing a cloud of red balloons that morph into the iPhone 5c case grid, while another uses the well-known theme from Tetris as the game's iconic blocks represented in dot form fall into place.
The campaign is a departure for Apple, which usually shies away from online ads in favor of print and TV spots. Apple's new online ad initiative is of particular interest considering the iPhone 5c being pushed is seen by some analysts as a struggling product.