June 27, 2013
It doesn’t look like many are warming to Apple’s latest ad campaign. In fact, the latest ad in the “Designed by Apple in California” series is the lowest rated of all Apple TV ads that have aired during the past year, according to Bloomberg Businessweek. Here’s the ad: According to Ace Metrix Inc., the ad scored 489, which is below the industry average of 542. Apple’s ads often reach 700 in the survey, which looks at TV ad effectiveness. So what’s the problem? Edward Boches, a professor of advertising at Boston University, believes that Apple is moving away from upbeat ads that promote product features. Instead, they seem to be more focused on self-promotion. He states:
Apple was never a company that bragged about itself. In a manifesto ad, it’s hard not to come across as self indulgent. And even though it suggests the wonderful things Apple products can do, the ad lacks joy.Boches also believes that the “Designed by Apple in California” ads may come off to some as inappropriately political.
The words “Designed by Apple in California” appear as the voice says, “This is our signature, and it means everything.” “Is this a subtle way of saying we’re not a Korean company (like Samsung) ? That’s not the way a leader like Apple should talk,” said Boches, who also described himself as a “huge fan” of Apple.Apple’s problems, however, didn’t begin with its latest campaign. Two ads released by the company earlier this year to promote the iPhone camera, and music also flopped. Featuring montages of people using iPhones, the ads scored 560 and 537, respectively. Here's the camera ad: The one for music: Personally, I have found Apple’s ads of late dark, and uninspiring. In addition, what has happened to the humor? As Boches concludes, speaking of Apple’s latest ad campaign:
It feels like Apple is groping a bit. I wouldn’t be surprised if this campaign is short-lived.What say you?