Apple's new ads put consumers to sleep
The tech giant's latest TV spots are getting widely booed. The problem? Slow music, self-promotional copy, no buzz.
Remember the funny Apple (AAPL) ads from a few years ago that featured comedian John Hodgman as a straight-laced but bumbling PC and Justin Long as the cool Mac?
Those ads, which ran from 2006 to 2009, are considered among one of the best tech ad campaigns of recent years, combining humor with Apple's powerful marketing message. Unfortunately for Apple, its newest slate of commercials is falling far short of that pinnacle, Bloomberg reports, citing data from consulting firm Ace Metrix.One ad that started airing June 10, for example, scored 489 on Ace Metrix's scoring system, below the average commercial score of 542 and below previous Apple campaigns, which reached above 700.
What's clear is that Apple is taking a new approach to its marketing message. While it once used upbeat commercials to introduce new products, such as this spot for the iPod Classic featuring M.C. Hammer's "U Can't Touch This," Apple's new ads are more self-promotional -- and that's not going over well with consumers.
Take Designed by Apple in California. The spot relies on black-and-white graphics, and its text promotes Apple's design perfectionism. Sample copy: "We simplify, we perfect, until everything we touch enhances life."
The new ads feature music that some consumers describe as sad, Bloomberg notes.
With the "Designed by Apple in California" tagline, the company may also be seeking to make a political point.
Edward Boches, a professor of advertising at Boston University, told Bloomberg: "Is this a subtle way of saying we're not a Korean company? That's not the way a leader like Apple should talk."
Perhaps Apple will prove to be a good listener and heed consumers' gripes by bringing some excitement back into what it's saying to them.
Follow Aimee Picchi on Twitter at @aimeepicchi.
so do their products.
Designed in CA, made by suicidal foxconn workers in china, for adults with brains of an 8 year old.
I suppose the brain trust at AAPL does indeed intend these feckless ads to be a swipe at them South Korean furriners.
But what they really are is an admission that what AAPL sells is not steak but design sizzle.
Oh! you Apple fanboys!
Copyright © 2014 Microsoft. All rights reserved.
Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.
[BRIEFING.COM] The stock market finished an upbeat week on a mixed note. The S&P 500 added just over a point, holding its weekly gain at 1.0% while the Nasdaq lost 0.4%.
The major averages began the day on an upbeat note, but relinquished their opening gains during the first 90 minutes of action. The early sentiment was boosted by a better-than-expected nonfarm payrolls report for February (175K versus Briefing.com consensus 163K), but a closer look into the report suggested that ... More
More Market News
The solid report comes a month after the retailer closed all of its Canadian operations.
MUST-SEE ON MSN
- Video: Easy DIY smoked meats at home
A charcuterie master shares his process for cold-smoking meat at home.
- Jetpacks about to go mainstream
- Weird things covered by home insurance
- Bing: 70 percent of adults report 'digital eye strain'