'Designed by Apple in California' ad ranks poorly in consumer survey
Apple's latest advertising campaign, touting the company's user-first corporate manifesto, has ranked poorly in a viewer analysis survey.
Of 26 Apple television ads in the last year, consulting firm Ace Metrix Inc. found that the subdued "Designed by Apple in California" spot earned the lowest score, Bloomberg reported on Thursday. Experts speculated that the new campaign could lack the excitement viewers feel when Apple unveils a new product.
The new ad, called "Our Signature," scored 489 on Ace Metrix's system, which is below the industry average of 542. It's also lower than past Apple campaigns that exceeded a score of 700.
Apple has gone for a softer approach in 2013, starting with a pair of ads dubbed "Every Day" that focus on popular features of the iPhone. The first ad, which debuted in April, showcased the iPhone's camera, while a second one launched in May touted its use as a music player.
The new "Designed by Apple in California" ad debuted earlier this month at the annual Worldwide Developers Conference, and began airing on television that same day. Rather than tout a single product, it gives something of a corporate philosophy for Apple, explaining its motives and focusing on the quality of its general product lineup.
The focal point of the new campaign is users interacting with Apple products, rather than talking about the devices themselves. In the first TV spot, a narrator says that Apple's mantra is to make a few great products that touch the lives of users.
"We spend a lot of time on a few great things, until every idea we touch enhances each life it touches," the narrator says. "You may rarely look at it, but you'll always feel it."
"This is our signature, and it means everything."
Of 26 Apple television ads in the last year, consulting firm Ace Metrix Inc. found that the subdued "Designed by Apple in California" spot earned the lowest score, Bloomberg reported on Thursday. Experts speculated that the new campaign could lack the excitement viewers feel when Apple unveils a new product.
The new ad, called "Our Signature," scored 489 on Ace Metrix's system, which is below the industry average of 542. It's also lower than past Apple campaigns that exceeded a score of 700.
Apple has gone for a softer approach in 2013, starting with a pair of ads dubbed "Every Day" that focus on popular features of the iPhone. The first ad, which debuted in April, showcased the iPhone's camera, while a second one launched in May touted its use as a music player.
The new "Designed by Apple in California" ad debuted earlier this month at the annual Worldwide Developers Conference, and began airing on television that same day. Rather than tout a single product, it gives something of a corporate philosophy for Apple, explaining its motives and focusing on the quality of its general product lineup.
The focal point of the new campaign is users interacting with Apple products, rather than talking about the devices themselves. In the first TV spot, a narrator says that Apple's mantra is to make a few great products that touch the lives of users.
"We spend a lot of time on a few great things, until every idea we touch enhances each life it touches," the narrator says. "You may rarely look at it, but you'll always feel it."
"This is our signature, and it means everything."
Comments
People probably didnt know what the ad was for.
Do people really care where it was designed? Not likely, they care more about what the product will do for them. There's no value-add for where it was designed.
Mind you, Ikea might beg to differ.
Really, AI? You decided to print this?
Ikea is crap.
There is no flash to this ad, it's purpose is subliminal, therefore the Kardashian/Real Housewives/BOGO set will not be that into it--which is fine, because they'd only have an Apple product if it were given to them anyway...jussayin.
Obviously these spots aren't going to make someone run out and buy an Apple product, but I think it's a smart move to shore up their brand attributes during this new product lull.
Quote:
Originally Posted by ifij775
Apple should evoke the thought of new, mind-blowing technology, not your grandma showing a slide-show
Look again...she was watching the slideshow--or whatever was being shown on the big screen--not hosting it.
Quote:
Originally Posted by ifij775
Apple should evoke the thought of new, mind-blowing technology, not your grandma showing a slide-show
Like Google Glass?
I think the ad lacks the poetic touch "Think Different" had. "Think Different" was poetic and inspiring. This is rather bland, Cook obviously lacks Job's linguistic flair.
The other factor is that this is the type of ad that requires repetition. A single viewing (as in this survey) really wont' accomplish much. But after repeated viewings, it will start to have an impact.
Quote:
Originally Posted by dnd0ps
I think the ad lacks the poetic touch "Think Different" had. "Think Different" was poetic and inspiring. This is rather bland, Cook obviously lacks Job's linguistic flair.
You're not suggesting Cook is the only one who had a say in it, are you? That would be silly.
Quote:
Originally Posted by AndrewofArabia
I agree with the stupid survey, Apple is displaying an awful lot of angst about its own importance with this icky new ad. It has the same effect on the stomach as too much sugar. The buoyant, Pixar-like video that opened WWDC this year was far more interesting.
I think it's better in print. In TV it just felt similar to "Everyday" campaign. Should have run the animation one like you said.
While it is obvious that the ad has a decidedly subdued almost pensive feel to it, the message I get is that they're saying they don't crank out all kinds of crap like Samesung, just to see what sticks. I guess that's too subdued for many. The people in the ad clearly seem to be enjoying their Apple products or what they get from them, but perhaps the slow-mo footage was a bit too much.
That anecdote from the bar is more relevant.