Apple's In-House Advertisements Scoring Lower Than Its Outsourced Ads

[nagromme]

Why do rumor sites keep reporting crap from Ace Metrix? One, Samsung was/is a client, two, how do we know how reputable Ace Metrix is? I had never heard of them until they started reporting low scores for Apple ads. Hmm...perhaps that's why Apple always scores low with them...the only way for them to get noticed. 🙄

And how does Ace Matrix (assuming their Samsung connection does not bias them) know what Apple wants/needs to achieve with them?

Is Apple seeking a direct sales increase? Are they seeking to solidify the idea (for users and developers alike) that both selection and quality of apps matters?

What I'm sure Apple is NOT trying to achieve: a) simply have people "like" the ad, and b) boost their Ace Matrix score 😛 As for memorability, Apple would gladly have you remember Apple, their devices, the apps, and how this all served you/makes you feel... even if you forget the ad.

Now, for an example of GOOD marketing (not the same as "enjoyed" or "remembered") look no further than Ace Matrix: see how they ride the Apple name into getting mentioned in articles.

 

[ridgezin]

To me this is just more anti-Apple click bait. There is no way to draw any conclusions from the data presented that would stand up to even the slightest statistical scrutiny. The overall averages from both in-house and outsourced ads are quite close and pretty much statistically equivalent. This is embarrassingly amateur from Bloomberg.

 

[Wolffie]

Cougars.com

Is anyone able to confirm the singer in "Gigantic" the same singer for the commercial for Cougars.com, website for older female dating?

I swear she is.

 

[PocketSand11]

I read this wrong and thought it would be about the glitchy piece of junk iAd. I started using it, and now I see why people don't like it.

 

[osaga]

There's more to like about the chicken fat song than there is to dislike. Gigantic annoys me, like something I would have played starting a band at age 12. The in house team is better IMHO, screw the haters, Seinfeld was nearly cancelled.

"intentions" was phenomenal, the full length (not the short) version of "your verse" with Robin Williams was striking, the pencil ad was very clever. I do think tbwa's "misunderstood" was excellent too.

 

[losthorse]

-- removed by user --

 

[farewelwilliams]

really? not that many votes for pencil? I think it was great.

 

[bwillwall]

I find the Esa-Pekka ad to be sort of creepy honestly. I love the Apple style but I don't like when they come on so strong that they are cult-like. In the Apple group's defense, the Esa-Pekka ad is less creepy than the "Signed by Apple in California" ad, which was made by the other company. Long story short, I agree with most of these ratings..

Does anyone know where to see the ratings of and who made the rest of Apple's commercials?

 

[heyyoudvd]

Why isn't 'Your Verse' on the list?

The list includes 'Travel Writer' and 'Esa Pekka', but neither of those were really ads. They were more like micro-documentaries, and I don't recall ever seeing them on tv.

On the other hand, the Robin Williams 'Your Verse' ad was extremely widespread and it was incredibly well done. It was easily one of the best ads I've seen from any company over the past few years. The fact that it's missing from this list means that the comparison is skewed.

 

[dumastudetto]

I'm really enjoying Apple's in house advertising to be honest. I never really felt the ads created outside Apple were truthfully from the heart. But these new commercials are bang on message, touch important themes, and really represent experiences that are in-tune with the needs and desires of billions of consumers. The reality is Apple can only do this by owning the entire creative process.

I know I'm excited to see where the next journey takes us when the new ads are unveiled.

 

[appleguy123]

I mute the TV every time that "Chicken Fat" ad comes on. It is so grating. It is literally my least favorite ad currently running on TV.

 

[rp2011]

The “chicken fat” commercial is my favorite of the bunch by a long shot. All the others are sickeningly mawkish or smug. While well made, I can barely stand seeing them more than a few times. The “chicken fat” one on the other hand brings a smile to my face every time.

 

[Rogifan]

This is embarrassingly amateur from Bloomberg.

And MR for giving it front page status.

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The “chicken fat” commercial is my favorite of the bunch by a long shot. All the others are sickeningly mawkish or smug. While well made, I can barely stand seeing them more than a few times. The “chicken fat” one on the other hand brings a smile to my face every time.

Misunderstood is my favorite but there's no denying that the "chicken fat" song sticks with you. Ever since I saw that commercial I can't get it out of my head.

 

[Tech198]

I may hate that song, but every time i watch it i think of food..

Thus, it must be good 🙂

 

[Amazing Iceman]

The problem with Apple ads is that these require the viewers to think, something most people don't want to do or do no longer know how.

I do like Apple's own ads.

 

[QCassidy352]

Hate the chicken fat ad. Terrible song, terrible ad. None of their recent efforts have been particularly compelling, but that's the worst.

 

[The Barron]

Mute as well

I mute the TV every time that "Chicken Fat" ad comes on. It is so grating. It is literally my least favorite ad currently running on TV.

We do the same thing - MUTE

Come on Apple, leave the ad business to the pros & you keep doing everything else you're so darn good at.

 

[The Barron]

Stay tops at what YOU do

Kick out the in house Ad-Team, employ more software engineers and use the facilities to develop Pro-Software and stick to your legacy

Apple: The ad business is appearing not to be your forte. Let those folks do what they do best & vise versa.

 

[DoctorKrabs]

Comparatively, Samsung and its agency have had better luck, netting a 739 score for a Samsung Galaxy S5 commercial showing the water-proof phone being used during a water fight. The ad is the second Galaxy ad to top the 700 mark for Ace Metrix.

That Samsung ad used the same song that Apple used in their iOS 5 intro video from 3 years ago.
iOS 5 Video

 

[KeeFX]

Typically for me, most Apple television advertising comes off quite self righteous.

Although, from the 'Your Verse' series, the Cherie King travel ad, is the only one thus far where I've actually felt inspired and thought, hmm, maybe I should invest in an iPad Air...

All the others don't resonate emotionally at any level for me.

 

[jozeppy26]

I'm thoroughly unimpressed with Apple's in-house advertising people. This "chicken fat" song is disgusting. I don't care if it has nothing to do with "chicken fat" but the song is just a turn-off. Second, the "what would your verse" narrator, whoever he may be, sounds like he's about to die. Just a very grating, unpleasant voice. I don't know what they were thinking.

umm... that's Robin Williams from Dead Poet's Society. The quote, narration, and message are all very beautiful... I just didn't see the connection with Apple and the iPad

 

[jozeppy26]

And MR for giving it front page status.

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Misunderstood is my favorite but there's no denying that the "chicken fat" song sticks with you. Ever since I saw that commercial I can't get it out of my head.

oh god Misunderstood makes me tear-up like a baby

 

[jmgregory1]

In my opinion, the best Apple ad as of late was the "misunderstood" holiday ad. Not only did they personalize technology, they tugged at the heart strings and showed a great stereotype of what many from a certain generation think of youngsters and their constant connection to technology. In other words, it hit home across multiple generations, while showing just how easy it is to create something truly special using Apple products.

 

[lk400]

I'm just surprised by how many people know of these advertisements. I have not seen any of them. Are they US only? I dont get to see a lot of advertisements.

 

[danielsutton]

I'm thoroughly unimpressed with Apple's in-house advertising people. This "chicken fat" song is disgusting. I don't care if it has nothing to do with "chicken fat" but the song is just a turn-off. Second, the "what would your verse" narrator, whoever he may be, sounds like he's about to die. Just a very grating, unpleasant voice. I don't know what they were thinking.

I agree with you, I think the Chicken Fat commercial is insulting and a big turn-off. People's' weight is about a lot more that simply exercising, and calling people names is really below Apple. The company's problem is that they never really gave their third-party advertising partner enough latitude to come up with creative spots. I have to say that Samsung's ads are a lot more appealing than Apple's, and in no way am I a fan of the Galaxy line. I love Apple's products and I want to see them do well, I just hope that Apple does not hurt themselves too badly with sub-par advertising.