Monday, January 13, 2014
Oh Apple. This is beautiful.
It's not often I come across an ad that makes me stop dead in my tracks while walking around my apartment. There it was; one of my favorite monologues. That voice. That film. That speech. That poem...
Putting aside all the controversy and animosity that comes with commercials, ads, and products created by Apple itself, this campaign is successful in so many ways. Steve Jobs always pointed out that his ideal product was to simply be an extension of the individual person. So what makes that person unique and how can a product provide such a personal experience without interrupting basic daily functionality or becoming downright unnecessary? While I do agree that technological devices cause a great amount of interruption and I also fail to see the need for a 6 year old child to own a cell phone, Apple has provided its consumers with the ability to express themselves in ways that would otherwise be impossible and that is what makes them stand out from the competition. In turn, this leaves them with a question. A question that, as an artist and human being, I personally have had to ask myself.
(This is when the magic happens; answering the "Why" questions, right Don Draper?)
The challenge: Why is expression relevant to humanity?
The answer: How is humanity relevant without expression?
"We don’t read and write poetry because it’s cute. We read and write poetry because we are members of the human race. And the human race is filled with passion. And medicine, law, business, engineering — these are noble pursuits and necessary to sustain life. But poetry, beauty, romance, love — these are what we stay alive for.
To quote from Whitman,
'O me, O life of the questions of these recurring.
Of the endless trains of the faithless. Of cities filled with the foolish. What good amid these, O me, O life? Answer: that you are here. That life exists and identity. That the powerful play goes on, and you may contribute a verse.'
'That the powerful play goes on, and you may contribute a verse.'
What will your verse be?"
- Robin Williams, Dead Poets Society