Good idea, bad execution. Dialogue seemed awkward and forced, and the whole thing just felt too cheesy. It's possible that sports fans will give it a pass because of the subjects involved, but it would be a lot more effective if it was actually good. Seems like there needs to be a better vetting process for commercial concepts.
What I really wish Apple would do is to find a way to better and more authentically convey its priorities, ethos, and basic product strengths. Apple can't just sit on mount olympus only to give a few announcements a year and expect accurate information to actually stick with and resonate with the public. For most people, a lack of information (they're not paying attention to Apple's events or limited press releases) is a tacit confession of their suspicions, and since Apple is so successful, people suspect they must be doing something nefarious at some level. Almost everyone I have a discussion with (regardless of education, intelligence, or tech knowledge), have terribly inaccurate views on Apple: -think Apple is bad: 1) responsible for excessive suicides/child labor, 2) "always" changing cables "just" because Apple is greedy, 3) "always" releasing new products to trick people into buying more, 4).... -don't see Apple's good aspects: 1) regular/easy system updates, 2) security/privacy (Apple dropped the ball completely in not taking advantage of the incredible leadership Tim just showed in this area), 3) custom/advanced hardware that competitors don't come close to matching (and if they do it's due to doctored benchmark tests), 4)....
First, subjectively, as a sports fan, this spot is hilarious.
Second, do you think they just make this stuff up as they go along? The people in charge of Apple's brand strategy are not idiots. They aren't marketing to you or to anyone else who reads this forum; they're marketing to everyone else.
Third, while all those things you list may be views held by some portion of the population, it's bad marketing strategy to act defensively. Similar negative beliefs are held by many people about many other companies.
Well, again, I think the commercial could've had the same message, but executed in a less cheesy/forced way. For reference, ESPN does a lot of silly commercials, but they seem better executed IMO.
I'm talking about the "everyone else." Virtually everyone I have ever talked to, even people who like and use Apple products, still have those false perceptions, or lack thereof. I know it's anecdotal, but almost to a person I've found what I wrote to be true.
I think Apple could easily address these issues, especially using humor for the topics that are dry, but essential to the product.
And Apple doesn't have to be defensive, even about controversial things; Apple is in the unique position of being in the right, and it should be able to find a way to convey that without seeming defensive. For instance, supplier responsibility, they just throw a report out there every year, and the only thing it's used for is for a-holes (eg new york times) to selectively pick at it to make Apple look bad in order to generate publicity. How about a commercial that announces it, announces that Apple has been leading the industry in proactively reporting and improving worker conditions for years, and is so proud of what they're doing that they're going out of their way to invite people to look at it? I think that would be money very well spent to protect Apple's brand image and further enhance peoples' emotional connection with the company.
Still you can bet Sammy paid a ton for celebrities while advertising for Apple is an honor for any celebrity who already loves their products. They probably don't pay much.
Honestly, you think someone like Kobe Bryant is doing ads on the cheap for the biggest corporation on the planet? They would have paid megabucks for that. I'm sure he likes Nike too but I don't think he's endorsing them for free.
It's long been established on the AI forums that Apple doesn't pay for product placement in television or movies and Apple doesn't pay celebrities to advertise their products. Apple doesn't need to as celebrities use and love Apple products and, as mentioned by someone earlier, it's an honor to be in one of their commercials. No matter how many times proof of payment is asked for, the trolls can never provide any. I don't suppose you would have any proof that Apple paid Kobe these megabucks you speak of?
Comments
I'm talking about the "everyone else." Virtually everyone I have ever talked to, even people who like and use Apple products, still have those false perceptions, or lack thereof. I know it's anecdotal, but almost to a person I've found what I wrote to be true.
I think Apple could easily address these issues, especially using humor for the topics that are dry, but essential to the product.
And Apple doesn't have to be defensive, even about controversial things; Apple is in the unique position of being in the right, and it should be able to find a way to convey that without seeming defensive. For instance, supplier responsibility, they just throw a report out there every year, and the only thing it's used for is for a-holes (eg new york times) to selectively pick at it to make Apple look bad in order to generate publicity. How about a commercial that announces it, announces that Apple has been leading the industry in proactively reporting and improving worker conditions for years, and is so proud of what they're doing that they're going out of their way to invite people to look at it? I think that would be money very well spent to protect Apple's brand image and further enhance peoples' emotional connection with the company.