'Designed by Apple' ads falling flat with viewers
The "Designed by Apple" ads that have been filling the airwaves (and print media) recently are apparently falling as flat with viewers as a Jony Ive UI. A Bloomberg article says that survey data from consulting firm Ace Metrix shows that the latest ad -- which has only been around since June 10 -- "has earned the lowest score of 26 Apple TV ads in the past year."
The article goes on to say that "The ad scored 489 on the company's scoring system, below an industry average of 542 and far below past iconic Apple campaigns that often topped 700." Boston University professor of advertising Edward Boches was quoted as saying that "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 products can do, the ad lacks joy."
Boches also felt that the final portion of the ad, in which a voice intones "This is our signature, and it means everything" while the words "Designed by Apple in California" appear on the screen, might be considered political and an attempt at pointing out that "we're not a Korean company."
Apple fans should not expect the ads to play for long. As Boches says, "I wouldn't be surprised if this campaign is short-lived."
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