“Sure, Apple has had a low point or two in its advertising past — but its low points are usually higher than most advertisers’ high points,” Segall writes. “This is different. These ads are causing a widespread gagging response, and deservedly so. I honestly can’t remember a single Apple campaign that’s been received so poorly.”
Segall writes, “This thing is so upsetting, it has me talking to myself: ‘Ken, you’re missing the obvious. Clearly these ads are targeted at first-timers, not for you.’ That’s a seemingly logical defense. It’s also a horrible one. How many great campaigns have you seen that appeal to one target group, but turn off everyone else? There’s no excuse for a campaign like that. Apple’s momentum is fueled by the enthusiasm of its core customers. The last thing it wants is to win new customers at the cost of looking ridiculous to its enthusiastic supporters.”
Much more in the full article here.
Apple debuts three new Mac ads: ‘Basically,’ ‘Labor Day,’ and ‘Mayday’ (with video) – July 29, 2012