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Apple’s Secret Weapon Is … Zooey Deschanel?

Apple’s Secret Weapon Is Zooey Deschanel?

May 16, 2012
Apple’s newest iPhone 4S ads are a hit with consumers, proving once again that Apple and celebrities mix quite nicely thank you very much. However, in this case, men are the ones that seem to be reacting most positively to the new ads, according to YouGov BrandIndex’s new Buzz score. On April 19, Apple unveiled two new ads featuring Zooey Deschanel and Samuel L. Jackson. Since then, the iPhone is scoring high in the important 18-34 year old category that marketers love. In doing so, the iPhone has now pushed ahead of Android in terms of consumer perception. In the latest report, the iPhone’s buzz score is 38 versus 27 for Android. The average score among all smartphones was 15. This compares to the iPhone’s buzz score of 16 prior to the new ad launches. At that time, Android scored a 26. While the report suggests both sexes look more positively towards Apple since the ads were released, men registered the strongest uptick. For this, the report suggests “The New Girl” star, not Jackson is behind the perception lift. YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Apple and celebrities

Apple's success with using celebrities to influence public perception isn't new. The technology giant seems to have always used celebrities to support their brand. Previous ads starred Kevin Costner, Bob Dylan, and U2, to name a few. Plus, who can forget Apple's impressive "Think Different" campaign from 1993, which starred Albert Einstein, John Lennon, Mahatma Gandhi, and Jim Henson among others? Whether these current perceptions lead to more iPhone sales, of course, remains to be seen. If they do, don’t be surprised seeing Deschanel (or another young "It" actress) in a new iPhone ad very soon. Or as our Jamie Young suggests, add some guys to the mix in future ads like Johnny Depp or Channing Tatum! In the meantime, enjoy some of Apple's finest ads starring celebrities.

What's your favorite Apple ad? Does it include celebrities? Source: YouGov BrandIndex Photo: FanPop

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