T he Washington Post has published a very interesting and critical look at BuyMusicis (BM) attempt to rip off Appleis iTunes Music Store ads. Specifically, the Post looks at the iconography of the Gibson guitar in Appleis advertising, and the way BM has spokesperson Tommy Lee smash the same model guitar. From the Washington Post:
The Ads: In May, Apple Computer Inc. launched iTunes, its pay digital-music download site, with a blitz of television and print ads, reportedly spending more than $20 million. A Gibson guitar is iTunesi simple yet powerful icon, appearing throughout the campaign. BuyMusic -- which bills itself as a rival, lower-priced digital-music store for Windows-based PCs -- has co-opted the Apple guitar in a commercial that escalates parody to full frontal assault. A Gibson guitar is shown against a white background, being photographed for an ad. As one character says "Thatis a wrap" and the set clears, the photographer -- played by Mötley Crüe drummer Tommy Lee -- sneaks up on the $6,000 guitar and smashes it to bits. Take that, Apple!
"When you have a revolution, you have bands like the Beatles or the Stones or the Who, who end up smashing guitars," said BuyMusic founder Scott Blum, founder of parent company Buy.com. "Itis a great parody to take what [Apple] has done and take it to the next level." Apple had no comment on the BuyMusic ads.
You may remember a similar angle from TMOis coverage of BMis ad rollout last month, but the Washington Post article sums it up rather poignantly:
The Meaning: Successful businesses need strong icons, and Appleis guitar is the first memorable icon associated with a pay Internet music site. The fact that BuyMusic attacked Appleis guitar is proof of its nascent power. The guitar could be to Apple what the yellow "running man" icon was to AOL as it became the top Internet service. BuyMusic may be latching on to Appleis guitar to generate buzz, but in the long run, Appleis rival will need to create its own Gibson.
Thereis more information in the full article at the Washington Postis Web site.