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.

By Aimee Picchi Jun 27, 2013 12:55PM

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.

Screenshot from the new Apple ad (© Apple via YouTube)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

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Jun 27, 2013 1:29PM

so do their products.


Designed in CA, made by suicidal foxconn workers in china, for adults with brains of an 8 year old.

Jun 27, 2013 2:04PM

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!

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