Turns out Apple’s new ad campaign emphasizing the company’s philosophy ranks low compared to earlier TV ads, Bloomberg reports.
The newspaper cites Ace Metrix Inc., a consulting firm’s latest survey result, which shows that the latest “Designed by Apple” TV ad has earned the lowest score of 26 Apple TV ads in the past year. The consulting firm surveyed at least 500 TV viewers and found that the ad scored 489 on the company’s scoring system, far below Apple’s iconic 700, and below the industry average of 542.
As Boston University advertising professor Edward Boches highlights, the latest ad marks a significant shift for Apple: the company is moving away from promoting products and its features toward ones that aim to identify Apple as a reliable provider of products combining innovation, utility and quality.
“Apple was never a company that bragged about itself,” said Edward Boches, a professor of advertising at Boston University. “In a manifesto ad, it’s hard not to come across as self indulgent. And even though it suggests the wonderful things Apple products can do, the ad lacks joy.”
The change in tack started earlier this year, with similar ads that highlighted the iPhone’s status as a popular camera and music player. These ads, which show contemplative montages of people using iPhones in their daily rounds, also fared poorly by Apple’s standards on Ace Metrix’s scale, with scores of 560 and 537, respectively.
the other hand, had the direction right: its recent ad of the new Galaxy S4 phone showing features such as the ability to answer a call without touching the screen surpassed Apple’s iconic 700 score, scoring 757. Furthermore, the Samsung ads in general rank over 600, according to Ace Metrix.
What do you think: has Apple lost its direction with its latest TV ads?