Apple used a variety of advertising campaigns to promote its iPod portable digital media player.
The very first advert for the first iPod (only compatible with Macs) in 2001 featured a man in his room grooving to his digital music collection on his Apple iBook.
One of the problems, noted Apple ad agency creative director Ken Segall, was the use of what he termed a 'real person.'
[2] Another problem was that, "It was somewhat uncomfortable to watch, and on the web some started to refer to it as the "iClod" commercial...it was a young guy trying to act cool, and doing so in a fairly pitiful way".
Previous ads for Apple's computers usually featured a high-quality photograph of the product on a white background with a short tag-line.
With the creation of the Silhouette campaign, however, the focus shifted from convincing consumers to purchase the device to asking them to "buy the emotion.
Some of the television adverts also depict highlights on the silhouettes using darkened shades of the background color, and shadows on the floor.