Starbucks is jumping on iPhone 6 fever with a new campaign that shows special moments in iOS-based MMS closeness.
The Seattle-based coffee chain is rolling out three new ads from ad agency BBDO that feature text and emoji-based interactions, which occur simultaneously with spoken dialogue.
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In "Apology," above, the male half of a couple attempts to amend for a past, unnamed indiscretion via text. After the MMS conversation, he acknowledges that that may not be enough. "I know that look," he says.
"What look?" a woman responds.
"That look that says I'd better get you some flowers or something."
"Well, at least you're learning," she says.
In "Kick," below, a daughter unveils a surprise for her dad.
"Date," below, is a conversation that takes place after what sounds like a successful first encounter the night before.
(Perhaps intentionally, if the three ads are played in a certain order, they tell a story of a relationship.)
Starbucks has long been known in marketing circles for building a world-class brand without doing much advertising. That changed in 2007, when the company embarked on its first TV campaign, as McDonald's was making a big push for its coffee.
The new ads don't mention coffee, but instead present Starbucks as a "third place" in which important moments occur. Despite the use of Apple's iOS as a backdrop, though, the ads appear to owe a debt to Google's 2009 Super Bowl ad "Parisian Love," which presented the tech giant as a similar facilitator of life's big moments.
BONUS: 5 Emoji Meanings That Might Surprise You