14 DAY TRIAL // Peter Daboll, CEO of ad-tracking firm Ace Metrix, is disappointed by Apple’s decision to bring in celebrities to promote Siri, and the iPhone 4S.
According to Daboll, Apple’s latest TV spots featuring celebrities having the time of their lives with Siri, “[is] a departure for a company that typically avoids celebrity endorsements, and so far they’re falling flat by Apple standards.”
Apple’s ad entitled “Life,” featuring John Malkovich, has a 559 score from Ace Metrix. Their scale goes up to 900 points for the best ads. Daboll says Apple hasn’t been in the 500 range in years, adding that the ads have been criticized in advertising circles because Siri performs much worse in real life.
I personally find the Malkovich ads a tad exaggerated. Basically, you can ask Siri about life all you want, it will give you the same answer over and over again. Plus, most people are aware that this technology is automated. Siri giving you advice on life is a tad too much, albeit a nice touch the first time you try it.