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 © 2013 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.
A basic income policy can actually ensure a decent standard of living for everyone.
- People left $500,000 in coins at airports last year
- How your driving can affect your credit
- Obamacare projected to cost hundreds of billions less
- November jobs report: Winners and losers
- Student loan debt climbs for 5th year in a row
- Wall Street finally notices Bitcoin
- Part-time workers hurt by on-call system
- 5 myths about late payments and your FICO scores
- Auto loan interest rates hit record low
[BRIEFING.COM] A solid November employment report translated into a solid day of gains for the major averages. While there was some talk that the encouraging job growth raised the odds of the Fed announcing a tapering at its December meeting, the message of the markets today was either that it didn't believe there would be a tapering this month or that it doesn't fear a tapering this month.
It was just one day, yet there was ample meaning wrapped up in the connection that the 10-yr ... More
More Market News
The Fed may start tapering in just a few months. Here are a few of the likely winners and losers.