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

i worked there, including in marketing and sales groups, so i get the secret sauce. The thing is, the products, OS, harmony of integration 'make' the statement. A constant flow of OMG new stuff is awesome. iPhones, iPads, Macbook Airs, are amazing. So is iTunes, cool apps, and making everything work together seamlessly. The Redmond and Mountain Views folks never figured it out, or it was just too hard for them to achieve.

these ads are all about hype, not product. Apple should quit wasting money and keep funding the heck out of R & D. A super bowl ad maybe, but seeing the dribble pay for the Bachelor X, or some other lame program is sad.

Say 'bye' to the ad agency and rotate the managers in Apple's in-house advertising group asap.

Oh, new products please. We have a short attention span.
 
Azathoth said:
All I could see was a smug company and a bombastic voiceover. No offence*, but you 'being in the industry' and in LA specifically, the tone of the ad might seem normal to you - many other parts of the country / world would regard it as smug and almost a parody of an Apple ad.


*Seriously - Apple has changed "Life's lifestyle"? WTF kind of marketing BS is that?
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"WTF kind of marketing BS is that?"

Let's see... ITunes, iPod, iPhone, iPad...

Those devices haven't "changed" the way we live our life's?????????????????? Your joking. You are lifestyle detached. That's like saying GoPro's haven't changed the action lifestyle market -- dude wake up.
 
gijoeinla said:
"WTF kind of marketing BS is that?"

Let's see... ITunes, iPod, iPhone, iPad...

Those devices haven't "changed" the way we live our life's?????????????????? Your joking. You are lifestyle detached. That's like saying GoPro's haven't changed the action lifestyle market -- dude wake up.
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Apple has changed the way I drop a deuce... Does that count?
 
I think they're well constructed adverts, trying to rekindle the "Think Different" approach in regards to branding. What I don't like is the perceived arrogance attached to them. The last couple of keynotes when Tim Cook repetitively said "only apple could do this" jarred on me a bit. They need to be careful not to set themselves up for a fall.

Hopefully they can sustain a remarkable 5+ years of inventiveness though.
 
Smith288 said:
Off the backs of the millionaires. This is a flawed policy that, in the short term, works, but in the long term, will bite the budget in a huge way when those who succeed leave for more hospitable places or simply just avoid making income and do account trickery to hide it thus reestablishing the vacuum of revenue streams. They are millionaires for a reason and it's not usually because of poor money management.

California spends and rarely cuts. They just look for more wells to pump.
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Yeah, whatever.

California deals with its problems differently than Texas; more regulation, better environment for people to live.

California is a trendsetter; Texas, not so much.
 
TMay said:
Yeah, whatever.

California deals with its problems differently than Texas; more regulation, better environment for people to live.

California is a trendsetter; Texas, not so much.
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That's your opinion. Not all new trends are good...
 
It's really obvious how this can be seen as an attack ad, and it might be one. Apple has been printing "designed by Apple in California" on their boxes for a long time, so I'm not really sure.
 
Smith288 said:
Off the backs of the millionaires. This is a flawed policy that, in the short term, works, but in the long term, will bite the budget in a huge way when those who succeed leave for more hospitable places or simply just avoid making income and do account trickery to hide it thus reestablishing the vacuum of revenue streams. They are millionaires for a reason and it's not usually because of poor money management.

California spends and rarely cuts. They just look for more wells to pump.
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I live in California. Anything that's not working, they dump money into it and hire some moron to deal with it. There are so many flawed and terribly managed services here, especially the LA bus system.
 
Smith288 said:
If Texas seceded, I have no doubts they would be a very well run country.

If California did, they'd likely be joining the ranks of Greece asking for money from the rest of us to prevent total economic collapse.
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I imagine if California seceded there would be a massive economic boom once it was relieved of the burden of subsidizing the federal budget.
 
HenryDJP said:
Un-Apple? Now I thought of all people you've been around long enough to remember the "Think Different" ads? These ads are very much Apple. The problems is too many new comers are seeing Apple of today, but Apple of today is Un-Apple to me.
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I do agree. I will post this in the first thread to help future readers though. I posted it on page 3 or something:

Digital Skunk said:
On a side note, I didn't really mean to say they focus on a slogan . . . the "Think Different" campaign did as well, but that campaign did have more of a rebel feel to it than these. The current ads are kind of like Apple trying to excuse away some of the things they've done in the past few years.
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On a side note, the company will always change with time, I just need to see more of what made the company Apple. Unless there's some rule that once a company is on top it can no longer be bold and challenge industry norms.

I know I know . . . . the new MacPro . . . . that's another topic for another thread.

IraDeorum said:
Ever heard of the "Think Different" campaign?

An ad that isn't innovative? You're kidding me. It's a freaking ad.
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Yes, I have . . . see above.

And yes, innovative. You do know there's an entire industry and field of study for advertising and strategic communication right?
 
HenryDJP said:
There's no such thing as "Over the Top" when it comes to advertising. If you think so then you should stay away from the marketing business. ;)
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What, yeah there is! Especially when it's poorly translated from Japanese and advertised as the "Super Ultra Mega Deluxe Lucky Happy (insert product name)".
 
forty2j said:
I loved this ad when it was aired at WWDC, and when I viewed it off Apple's website. But on TV, bookended by loud beer commercials in the middle of a baseball game, it feels very out of place. It's like when a DJ unexpectedly throws a slow song into the middle of a run of dance numbers; it's quite jarring, and not necessarily in a good way.

Honestly, the spot with the bouncing dots might fare better, it's more upbeat and would fit in better with its surroundings.
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Agreed. The animation felt much more moving and inspiring to me. The beautiful thing about it was that it actively asked you to read the mission statement, and you were compelled to do so by the brilliant animation. It wasn't preachy. http://www.youtube.com/watch?v=-9PL0fkJmNM

The ad on the other hand is a different story. The mission statement is being read by some "cool hollywood" voice and it comes off as preachy and arrogant. And I just feel like the whole "let's get actors who represent the span of our demographic and film them pretending to enjoy our device" thing has become sappy, tacky. Ads are at their worst when you can feel the engine behind them.
 
unlinked said:
I imagine if California seceded there would be a massive economic boom once it was relieved of the burden of subsidizing the federal budget.
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If any state seceded, the S&P500 and the economic confidence in the state and the rest of the US would dump in a millisecond. Then maybe it would even out if everything goes well. If that state was California, it would turn into Greece ;)
 
Fultonpics said:
Oh, new products please. We have a short attention span.
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A few months ago I would have agreed with this statement, but the more I ponder it the more I wonder "What is next?" I'm not in the category of Steve Jobs or even Jonny Ive, so I'm limited in tech advancements. The iPad was developed years before the iPhone, it didn't just happen overnight. We learned of this years after the fact. Apple could very well be developing another product, time will tell.

However, I would agree that Apple should truly refocus more resources on their current products. I do not like the direction of non-user serviceable systems, especially the new "Mac Pro". It seems ridiculous for a work station, although I am relieved Apple has not given up on the professional sector (not wishing to derail this into a "Mac Pro" thread). When Jobs came on board, he streamlined Apple into the now infamous quadrant: Consumer and Professional, Notebooks and Desktops. While the iPad has thrown a curve ball into the markets, it is still very much a consumer product for entertainment purposes (glance at the usual top ten iPad apps, 90% or more are games and media apps). Tablets have become an extension of desktops, but not in lieu of them. The recent trend in small and thin has taken focus of functionality and longevity (in desktops, esp the Mac Pro). While innovative in some regard, the innovation in form quickly dissipates as the reality of function falls to the wayside.
 
No surprise. Terribly cliche, with a sleep-inducing narration to boot.

I liked the ads when they simply laid the products on a white background and drove through its new features. But I guess Apple doesn't have much of that these days.
 
These ads are so pretentious and revolting that it makes we want to actually sell my electronic devices that are manufactured in China but designed by Apple, and never look back.

Apple are a corporation that want to make money, that is all. All this nonsense about them improving life is actually quite foul. They act as though they are a charitable organisation that cure disease and fight famine. Apple.. you make phones and computers like everybody else, that is fine but stop with this pretentious ********.

These ads have the exact opposite effect that Apple intend on me. Eugh it's just so darn conceited that it makes me NOT want to buy their products. This is coming from somebody who has never owned an Android device and has bought Mac computers for over a decade.
 
The main problem is you Americans are a fickle lot. You have 50 States that act like small countries and you all think yours is the best. And none of them like California or New York. Childish as hell really.

Now if had said "Designed by Apple in the USA" you'd all be on the Bandwaggon [ fist pump ] USA... USA... USA. [ /fist pump ]*

*please note this is Irony. I do actually like America. Apart from Tulsa which sucks.
 
donutbagel said:
It's really obvious how this can be seen as an attack ad, and it might be one. Apple has been printing "designed by Apple in California" on their boxes for a long time, so I'm not really sure.
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Quite frankly you are correct -- it IS an attack ad.. A subtle one... I'm quite sure it gets droid heads steaming mad - as some posters here passionately are.. If the ad isn't effective then why has it here generated such passionate debate people are losing their minds over it?
 
unplugme71 said:
This is exactly the problem. We are connected through technology. The world has become dependent on getting the answer rather than researching and finding the answer. I see less and less people hand writing anything anymore. In 10 years, hand writing will become a rare art that only a very few people will be skilled with. And wow, I never seen such anti-social people in my life with the new generation growing up. Kids are sitting next to each other at a park, not playing, not talking, but literally texting each other. There's no emotion either. Instead of literally laughing at a joke, its just lol. I don't even see them crack a smile.
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This is not a Tech issue. It's a parenting one. Parents letting 8 year olds have smart phones, letting toddlers play video games etc.

My nephews go to a school using iPads for texts etc. when they get home they have a snack (afternoon 'tea' is an English tradition my family observes) then they go outside and play. The iPads stay in the house. Depending on the weather they will be outside 1-2 hours and then they come inside and do homework, take turns practicing the piano, dinner etc. no cell phones etc at the table and everyone participates in talking about their day, the nights debate etc. they then get 30 minutes of game time which they more often than not want to use for a group game (helps they are triplets). iPads are locked up at night in dads office, no taking them to bed etc

On the weekends they get a little more time with them, if they want to FaceTime granny or their cousins. But even that is limited to no more than a couple of hours and that long is generally only allowed if Gran is on cause she's teaching the boys to speak Welsh so they say it should count as 'school time'

And they don't fuss about any of this because they were raised this way with the computer, TV etc.
 
They don't score well with me either. The ads come off as Apple thinking way too much of themselves... not to mention they're boring.

"Classy" music and a voiceover does not equal awesome advertising.
 
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