IPod video was a surprising new device at its look, due to the new and exiting quality that it could give: playing videos. Besides this, the iPods have known, since their appearance on the market, a constant evolution, which lead on the actuality that the public along with the possible consumers had additional and much more expectations regarding this merchandise. With a new provide and style, the brand new item iPod video had a series of new ads, some authentic and some suspicious, mainly because of their fake or less real aspect. Due to the truth how the product was not yet in stores and persons didn't expect such a solution to appear, there have been a number of teasing and controversial ads (regarding their authenticity) which appeared and circled on the Internet. By bringing a new and relevant feature to the gadget, such as the video feature, the possible customers was surprised by the evolution on the solution and so, the ads purpose was established. One of these ads represents the iPod video in an unreal shape (meaning how the authentic iPod has other optical features and another design). The ad was extremely short, as it lasted only 15 seconds. The video begins with presenting some corners of the modern device, which are revealed in a computerized manner.

This one particular side of the unit turns plus the other one presents a display which played the most recent music video belonging to the band Black-Eyed Peas (Pump it). The music and rhythm had been dynamic and fast and so had been the characters, who was dancing while driving. Suddenly, the slogan Introducing the new hand held movie theatre appeared and shortly after, the phrase new hand held movie theatre was cut out and the new phrase new iPod appeared for the display screen, resulting Introducing the modern iPod.

The controversy around this ad is focused for the truth the actual iPod video doesn't have the same characteristics as the one in the ad: the actual unit looks incredibly similar to the 1st to 4th generation of iPods, meaning the display screen is over the buttons, but the 1 revealed inside the ad presented a really large display screen, which completed 1 side on the gadget. Still, there are lots of ads of the brand new iPod video which are, for sure, authentic. The principal concept of these is the fact that music could be seen, as well, besides just being heard. This is why the Apple company opted for integrating renowned artists in the ads for their merchandise: one on the ads featured U2's Original on the Species from the Vertigo - Live From Chicago DVD and another two featured Eminem and Wynton Marsalis. The ads featuring these artist were being much longer than the usual ones and they basically played famous songs, but not together with their videos; instead, the producers opted for some more authentic images illustrating performances of these artists, which would look natural and additional spontaneous. The ads for this new device was focused on the video playing capabilities from the unit and the producers wanted, at the same time, to symbolize the modern range of possibilities that the new model of iPpod had to present.

The main thought of the ads was clear, even though these 3 ads had quite distinct targets. Based on the reality the clients of the new unit come from diverse backgrounds and are of different ages, the producers and also the marketers managed to pick some artists that represent generations and symbolize greatest their tastes and lifestyle: Eminem stands for teens and hip hop music, Wynton Marsalis is representative for adults who like classical and jazz music and U2 is somewhere in between the other 2 opposite styles. In parallel, the ads with the dancing silhouettes continued with more specified backgrounds, which had been representing the video options. The iPod's video ads show how the merchandise has certainly evolved, has a extra mature image and optimized new features.