Apple's 'Designed by Apple' TV Ad Scoring Poorly with Viewers

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Jun 27, 2013.

  1. macrumors bot

    MacRumors

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    At its Worldwide Developers Conference earlier this month, Apple rolled out a new advertising campaign centered around the tagline "Designed by Apple in California", focusing on the company's brand and how its primary goal is enriching lives. The campaign has included a 60-second television ad, as well as a dedicated page on Apple's website and most recently two-page spreads in major newspapers.

    But Bloomberg reports that the campaign is not registering well with the public, citing survey data from consulting firm Ace Metrix showing that the TV ad is Apple's lowest-scoring commercial over the past year.
    Boston University advertising professor Edward Boches notes that the campaign marks a significant shift for Apple, with the focus on the company rather than its products rubbing some viewers the wrong way.
    Boches goes on to point out that some view the campaign as inappropriately political, highlighting Apple as a California-based company in tacit contrast to Samsung, which is based in South Korea. He suggests that the campaign may end up being a rather short-lived one, similar to the "Genius" campaign that consisted of just three ads running for a brief period during the Summer Olympics.

    Article Link: Apple's 'Designed by Apple' TV Ad Scoring Poorly with Viewers
     
  2. macrumors 6502

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    #2
    Since Midas died, EVERYTHING they do is wrong, it's uncanny. They're like headless chickens.
     
  3. macrumors 6502

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    Sep 11, 2007
    #3
    Meh, SJ didn't care for focus groups and he liked consulting firms even less!
     
  4. macrumors 68020

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    #4
    I love these ads compared to some of the previous ones. Reminds me of the Think Different campaign which was also more of a company manifesto. Hope to see more like it.
     
  5. macrumors 68000

    Tankmaze

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    #5
    For me the ad is great, captures what apple is all about,
    and got the same spirit as the think different ad.
     
  6. macrumors regular

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    #6
    The ads talk about a part of apple that is incredibly important and essential to the company. But it's not the part that gets people excited. The attention to detail is what keeps customers happy with their products and enjoying their experiences. But it might be something that is better kept behind the scenes, and put some of the more exciting stuff in ads at the forefront.
     
  7. Digital Skunk, Jun 27, 2013
    Last edited: Jun 27, 2013

    macrumors 604

    Digital Skunk

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    The ads are very un-Apple to be honest. Instead of focusing on the device, or the experience (ala the PC vs Mac ads) they decided to focus on a tagline.

    Disclaimer:
    Not to mention, the company is facing a lot of criticism for its supposed "lack of innovation" and these ads aren't very innovative.
     
  8. macrumors 68020

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    #8
    it's not the ad

    it's the lack of new things that's scoring poorly with Apple.

    I understand why Apple moved everything to Fall, but in today's tech 9 months without a single new product is A LONG TIME.
     
  9. macrumors 6502a

    mrgraff

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    #9
    Sigh. I like the ad.

    But, I guess you must have two people secretly scheming against each other, or one person making another look foolish, or some scene of awkward humor that has little to do with the product, otherwise your commercial is a failure nowadays.
     
  10. macrumors member

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    #10
    You have to admit, phrases like "deserve to exist" and "make life better" are a little over the top for advertising devices like these.

    Get back to showing what the device can do and how it can be used. Don't try to make me feel like my life is incomplete if I don't own one (which admittedly is the goal of marketing).

    Perhaps this is just the shift in tactics given that many people own these devices now (talking US, can't speak for other countries). Now the focus is on getting people to upgrade over winning new customers. Not saying one group should be avoided over the other of course, just that there may be more money to be made in getting people to upgrade.
     
  11. macrumors newbie

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    #11
    Rubbish

    Those focus groups and consultants just want clicks and publicity. Now EVERYTHING Apple does is absolute rubbish isn't it? I don't think so, I think the ads are beautiful, Apple is doing great and there are great thinks coming for the future, I hope they don't listen to all the detractors, like SJ used to. Apple has a heart, unlike most tech companies. I love the ads.
     
  12. macrumors 68030

    cmChimera

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    #12
    I disagree. I think they are clearly focusing on the experience. All you see in the ads are people experiencing their Apple products.
     
  13. macrumors 68040

    Dr McKay

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  14. macrumors member

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    #14
    Don't like the ads, it sorta feels like they're taking credit for life.
     
  15. macrumors regular

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    #15
    I actually like the ads. However, is it possible that the "California" reference might be turning some folks off? I'm from California and even I know that many outsiders don't hold the state in such high esteem.
     
  16. macrumors 6502a

    swarmster

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    #16
    Heh, I assume "they're like headless chickens" refers to the critics? They've always kind of been that way.

    I mean, take the quoted professor, who obviously hasn't been following Apple advertising very long if he thinks "Apple was never a company that bragged about itself".

    And "inappropriately political"? I actually rather like the subtle implication that they're one of the few large consumer companies left employing American engineers. Isn't that worth considering in today's international marketplace? Is supporting your country's economy now passé and/or solely the responsibility of the government? Why pretend it doesn't matter?
     
  17. macrumors 6502a

    Mac21ND

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    #17
    Not enough sex and violence. That's all that sells these days.
     
  18. macrumors member

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    #18
    I think what really rings hollow is that they keep trying to show people deriving meaning and significance in their life from "stuff".
     
  19. macrumors 6502

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    #19
    As some one else pointed out, it is not the Ad, it is a lack of new and product AND compelling features. As all the product line have evolved specifically the iPhone, the problem is the differences between Apple products and competitors is virtually zero. What are you left to sell with, to make yourself distinct? Designed in California? I personally love the ad, this IS who Apple is an always has been, but I see the problem.
     
  20. macrumors 6502

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    #20
    I don't really agree with this analysis. I liked the ads. My only gripe with the industry is its heavy reliance on outsourced labor. Sure it's designed in the USA, but its made in China. With that, I see a different political message playing out. Not one of Apple vs Samsung.
     
  21. macrumors 601

    Compile 'em all

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    #21
    "500 VIEWERS"

    This isn't an enough large sample IMO.
     
  22. macrumors 6502

    errol

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    #22
    I wish they were made in America ads instead.
     
  23. macrumors 601

    Compile 'em all

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    #23
    But is this something the people are interested in viewing. People are interested in a product, not what Apple is about. I say who cares.
     
  24. macrumors regular

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    USA
    #24
    Boches needs to get his head out of his ssa. Right away people want something new and fresh all the time when Apple only has the best products on the market. The signature ads are to let people know, we're post jobs. Ive is in control. We're heading into a new direction. We're developing the future. And we won't stamp any products unless we know they're as good as what you've seen and have fell in love with in the past.
     
  25. macrumors member

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    Jun 2, 2011
    #25
    One problem here: while consumers love their Apple devices on an individual level, I think many have mixed feelings about whether these devices have really improved our emotional lives -- as the sappy narration implies.

    A young girl alone in her room staring at an iPhone, constantly connected... a woman on the subway with headphones stuck in her ears, who will never have a chance conversation with a stranger... a elementary school kid with an iPad in the classroom, who will never write legibly...

    Not making a claim about the utility of iDevices - I love mine, too - but I think the mixed feelings most of us have really challenge the effectiveness of an emotion-driven campaign like this.
     

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