Apple Didn’t Design a Winner in New Ad Campaign

Two weeks ago during the June 10th kick-off to Apple’s 2013 Worldwide Developer’s Conference,  the company unveiled its latest ad: “Designed by Apple in California.”

Although Apple executives beamed with pride about promoting the ingenious products envisioned in Cupertino, a new consumer survey shows that the ad just isn’t a hit with viewers yet.

Simply put, “Designed in California” doesn’t impress like “made in America.”

Apple had intended for the ads to energize its customers and slow market share gains by Samsung Electronics Co. while it prepares new versions of the iPhone and iPad, people with knowledge of the matter said earlier this month.

The ad has earned the lowest score of 26 Apple TV ads in the past year, according to new info presented by Ace Metrix Inc., a consulting firm that analyzes the effectiveness of TV ads via consumer surveys.

“The ad scored 489 on the company’s scoring system,” Bloomberg reported Thursday, which is “below an industry average of 542 and far below past iconic Apple campaigns that often topped 700.”

“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.