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

[kdarling]

It's been noted that Ace Metrix does advertising for Samsung. Therefore, why is it shocking that they give far better scores to their own client than to the competition? It kind of makes most of the discussion on here moot when you realize the source is completely bogus.

Ace Metrix does not do advertising for Samsung. They analyze how well ads do with consumers.

Samsung signed with Ace Metrix to, among other things, test their ads ahead of time.

Perhaps Apple should hire somebody to do the same for them. Maybe it would keep them from airing stuff like those "Genius" ads which insulted the intelligence of their customers.

As for the "Design in California" spot, AdWeek also said it missed the mark. It's just not getting rave reviews, that's all. I think it would've done better if they'd waited to air it AFTER their next big product reveal.

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[ftaok]

This and designed by apple in California only reinforces the fact they are made in China.

Would you prefer that apple products be designed in China and built in the USA? Designers and engineers get paid a lot more than the folks on the manufacturing floor.

Sure, in a perfect USA, these things would be designed and built in the USA. But unless the USA puts in protective tariffs against imports and other regulations, corporations will continue to offshore the low value jobs.

 

[25ghosts]

This is a Funny Ad

I particularly like the "Does it deserve to Exist" phrase...

It mustn't have pertained to the Retina Mac Book Pro...

Because that one stops performing the minute it gets hot... FCPx or any app for that matter WILL completely cease to perform after 10 minutes of working in an environment which temperature exceed 30 Degrees Celsius. Especially if the power adapter is charging the battery.

The rMBP is a fantastic device until it gets hot... After that it runs NOT !

Perhaps they should have tested it in a non-air conditioned environment !

 

[CausticPuppy]

The ads were too slow for my taste, and didn't show enough happy people.

Yeah, they showed what people actually tend to look like when using the product.

Not nearly as much of the happy women eating salad effect.

 

[cgk.emu]

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.

I agree here...I think people put way too much emphasis on the BS opinion of some analyst.

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I particularly like the "Does it deserve to Exist" phrase...

It mustn't have pertained to the Retina Mac Book Pro...

Because that one stops performing the minute it gets hot... FCPx or any app for that matter WILL completely cease to perform after 10 minutes of working in an environment which temperature exceed 30 Degrees Celsius. Especially if the power adapter is charging the battery.

The rMBP is a fantastic device until it gets hot... After that it runs NOT !

Perhaps they should have tested it in a non-air conditioned environment !

Not saying you don't have a valid complaint (I don't have a rMBP so I don't know), but this is completely off topic from the ad...and to say it must not have pertained to "X" product is a bit...well, let's just ask does your comment "deserve to exist"?

 

[litmag01]

I liked the ad. I found it a refreshing departure from specification packed ads, which I can find out online anyway. As they say in the ad... it is a nice little signiture piece

 

[doctor-don]

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.

You paint a picture of disconnected [from life] people using their Apple products when you are taking much for granted. Since when does using an iPad have an effect on whether one will write legibly? Since when does listening to one's favorite music preclude a "chance conversation with a stranger"? Maybe that's the point on a subway - avoid the crazies.

 

[576316]

I think these ads are perfect! They help people to understand Apple's business and what it's about. The reason they don't concentrate on the latest specs or the latest killer features. They just want their customers to fall in love with their Apple product have the best, most flawless experience.

 

[supersalo]

Does anyone know who one of Ace Metrix's biggest client is?

Samsung.

That tells you all you need to know.

 

[unplugme71]

Nope, nothing to do with the tech at all, a 40 year old that doesn't choose to practice that skill from time to time is all his fault

And yet, I never said it was technology.

 

[yvr]

what makes good advertising?

Good advertising makes people take notice. 534 posts and counting is a testament to the effectiveness of this ad. Love it or hate it, either is better than ignoring it.

The ad focuses on people. In some scenes, the product is barely visible. It creates an emotional response, and it is clear throughout the ad that the product is Apple.

I think it is an excellent ad that achieves what it set out to do. But of course I'm a fanboy.

 

[jjrtiger]

Ace Metrix does Samsung's advertisements/PR

Hmmm

 

[bobob]

It's been noted that Ace Metrix does advertising for Samsung. Therefore, why is it shocking that they give far better scores to their own client than to the competition? It kind of makes most of the discussion on here moot when you realize the source is completely bogus.

...and yet no update on the MacRumors homepage yet!

 

[JAT]

Heck, I even forgot how to write some letters in cursive. I had to Google search it.

So? There are far worse things we are failing at. Getting rid of the horribleness of 6 billion different handwriting styles is a positive.

 

[charlituna]

And yet, I never said it was technology.

You inferred it was by blaming the lack of retaining the skill in tech no longer requiring the use.

To wit I reply, if someone really wanted to retain that skill they would practice it so don't blame the tech.

 

[seveej]

I wish they were made in America ads instead.

"Mavericks" - the name which creates 99% erroneous connotations - Designed by Apple in California.

I don't see Mercedes-Benz naming their cars by obscure German landmarks, nor McDonald's naming their next holiday campaign the "Yucaipa special".

I think the California-focus is part of the problem. From this part of the world I could not give a large rodent's behind about where Apple "designs" its products - in fact, for a global company focusing on California or any country for that matter seems quite parochial.

I understand why "made in america" would make some people glad, but there are about six billion people who would not share the sentiment, not to speak of a few million Chinese ...

RGDS,

 

[Ryan John]

I wish they were made in America ads instead.

Made in America would be seen just as overly political as made in California. Additionally most people this side of the pond (Europe), don't really see that as a badge of quality any more than a made in Japan sticker on your device.

It might strike more of a chord with people over in the States however.

 

[AZREOSpecialist]

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.

You mean like "Think Different"? That was a tagline and very closely parallels the current crop of ads. That was Apple's greatest campaign ever, in my book, and these are just as good.

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Don't like the ads, it sorta feels like they're taking credit for life.

They are taking credit for making life better with iOS products. Do you see that everyone in the ads is using an iOS product?

 

[cmvsm]

These commercials suck. They are slow, lame, and without a hook. The old Mac vs. PC commercials had people online looking for the next rendition. These fade off silently into the night. Although I don't hate them as much as Microsoft's 'click it' commercials for the Surface, Apple needs a new marketing team that has some teeth.

 

[AppleFan1984]

does anyone know who one of ace metrix's biggest client is?

Samsung.

That tells you all you need to know.

url?

 

[fsck-y dingo]

I like it very much. It has a more serious tone compared to the more device driven ads of the past. Very nice in my opinion.

Judging by the amount of garbage TV shows, which get high ratings, I wouldn't pay much attention to focus group surveys.

 

[CapnJackGig]

Good advertising makes people take notice. 534 posts and counting is a testament to the effectiveness of this ad. Love it or hate it, either is better than ignoring it.

The ad focuses on people. In some scenes, the product is barely visible. It creates an emotional response, and it is clear throughout the ad that the product is Apple.

I think it is an excellent ad that achieves what it set out to do. But of course I'm a fanboy.

Oh god, now the measure of an ad is the number of fanboy responses on a forum? Join us in the real world, please.

 

[yvr]

Oh god, now the measure of an ad is the number of fanboy responses on a forum? Join us in the real world, please.

Is everyone in your world so testy? Lighten up Francis.

 

[Digital Skunk]

You mean like "Think Different"? That was a tagline and very closely parallels the current crop of ads. That was Apple's greatest campaign ever, in my book, and these are just as good.

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They are taking credit for making life better with iOS products. Do you see that everyone in the ads is using an iOS product?

Like I said in the six other posts, and the disclaimer that was left out of the quote. The Think Different ad represented the company a heck of a lot better than this one.

Also, another poster mentioned how that ad campaign didn do as we'll either. The best one was most definitely the 1984 spoof.

 

[iDominic]

I love these ads. It's better than one company spending their whole commercial just trashing another product.