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06-27-2013, 12:09 PM #1
A Swing and a Miss for Apple's Latest Ad
You could sense the pride among Apple executives when the company's latest "Designed by Apple in California" ad was unveiled at WWDC 2013. But a new consumer survey shows that the ad just isn't resonating with viewers yet. In fact, it's nowhere close to resonating with the masses as Apple had hoped.
In other words, "designed in California" doesn't seem to carry the same weight of "made in America."
Apple had intended for the ads to energize its customers and slow market share gains by Samsung Electronics Co. while it prepares new versions of the iPhone and iPad, people with knowledge of the matter said earlier this month.
"The ad scored 489 on the company’s scoring system," Bloomberg reported Thursday, which is "below an industry average of 542 and far below past iconic Apple campaigns that often topped 700."
“Apple was never a company that bragged about itself,” said Edward Boches, a professor of advertising at Boston University. “In a manifesto ad, it’s hard not to come across as self indulgent. And even though it suggests the wonderful things Apple products can do, the ad lacks joy.”
06-27-2013, 12:56 PM #2
- Join Date
- Oct 2009
- Thanked 2 Times in 1 Post
Made in America or Made in the USA?
06-27-2013, 01:21 PM #3
06-27-2013, 01:53 PM #4
Apple..stop trying new schemes, the old ones still work. If you scored low on campus, what makes you think the public thought any different?? Anyway.
06-27-2013, 02:06 PM #5
It's because we all know what follows those 5 words, "Assembled in China".
The Following User Says Thank You to nudge2232 For This Useful Post:
06-27-2013, 02:28 PM #6
Whoever in Apple actually suggested that a new ad campaign will energize Apple's consumers while we wait for the new devices should be fired. I've never been amazed by any of Apple's ad's and certainly never been more content to wait b/c of one.
06-27-2013, 03:56 PM #7
Personally i think this is one of the best ads Apple ever came up with. I don't expect the ad to resonate with the masses because most people don't care what Apple stands for. Most people with an iphone still use a windows PC, most with a mac use it to seem cool - the point being that majority travel skin deep and no more. I am sincerely hoping that this ad will resonate with people who really appreciate how fantastically simple, convenient and subtle an iPhone/ipad/mac/apple tv is and why is it so. I also hope these are the people who will turn the pages again and again to this and ask others to do the same.
p.s.: I watched the ad before I read the article, like most of recent modmyi articles, this one lacks a moral character too. picking up something from Bloomberg without even adding a shred of value to it - now that's journalism of the masses.
06-27-2013, 07:25 PM #8
06-27-2013, 08:52 PM #9
06-27-2013, 10:44 PM #10
06-27-2013, 11:33 PM #11
Steve Jobs would have never let this ad even get off the drawing board. It a obvious sign that "purely" a board of members approved this ad and completely lost touch of the originality that the first apple ads had. I didn't even know it was an apple ad until the very end, the writer of this article was correct, it lacked joy, humor, witty lines and just felt.....empty..almost "robotic" in a sense. It was the worst apple ad I've seen to date in my opinion. A definite miss in my book
06-27-2013, 11:52 PM #12
06-28-2013, 07:42 AM #13Source
There are different opinions about the number of continents. Specifically about "The Americas", some people refer to them as only one continent, others as two (North + South) and others as three (North + Central + South).
Maybe "America" for USA citizens is a shortened form of "United States of America", but it may be so only in your colloquialism.
You also refer to yourselves as "americans" in your own movies...
But stating that, geographically speaking, "America" equals "USA", and insulting other people without giving a proper source to justify your statement, the only thing you are telling everyone is that your ego is so big that you can take the name of the whole "continent" for yourself.
06-28-2013, 08:50 AM #14
I'm an american, I don't live in USA. I live in the Caribbean. But I belong to America, which is the New World, North, Central and South America. So yes, the people from the USA use the term lightly egocentrically. But that's the way they were taught...
06-28-2013, 10:46 AM #15
I think it would be sweet if Apple released teaser commercials for upcoming products. Obviously not giving away too much info, but ending with the new product title and the words "coming soon" or something like that. I think those commercials would do really well and get people pumped!
06-28-2013, 12:11 PM #16
Designers live in a rarefied world (with a salary to match). Most people can relate to assemblers on a conveyor belt.
06-28-2013, 02:17 PM #17
Apple ads are amazingly stupid and boring. Samsung ads are way better and are pretty entertaining.
06-28-2013, 06:43 PM #18
06-28-2013, 11:53 PM #19