14 DAY TRIAL // Bloomberg is running a story that takes a close look at Apple’s latest marketing efforts, with a focus on the company’s “Designed by Apple” commercial, which advertising expert Edward Boches sees as self-complimenting.
Edward Boches is a professor of advertising at Boston University. He tells Bloomberg that “Apple was never a company that bragged about itself,” referring to the company’s latest commercial, “Designed by Apple in California.”
“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,” he says.
Really? Apple has never been a company that brags? How about the Think Different campaign from the 80s? Calling themselves rebels, troublemakers, geniuses, and such. Here’s a transcript of the voiceover, in case anyone needs a reminder.
“Here's to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes... the ones who see things differently -- they're not fond of rules... You can quote them, disagree with them, glorify or vilify them, but the only thing you can't do is ignore them because they change things... they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
Now that was bragging. Heck, it was downright narcissistic!
And what’s all this lamentation about the new ad is lacking joy? Who says all ads have to be joyful? The spot is meant to convey some facts in a sensible manner.
Picking on the slogan itself (“Designed by Apple in California”), Boches adds, “Is this a subtle way of saying we’re not a Korean company? That’s not the way a leader like Apple should talk. It feels like Apple is groping a bit. I wouldn’t be surprised if this campaign is short-lived.”
First of all, “Designed by Apple in California” is stamped on pretty much every Apple product you can lay your hands on today. It's a motto, and they're proud of it. And they want Americans to be proud of it too.
Second, Apple is fanatical about design, and they shout it at the top of their lungs with every chance they get.
Third, if they are taking jabs at Samsung, at least they're doing it elegantly.
Disclaimer
This is a Personal Thoughts piece reflecting the author’s “personal” opinion on matters relating to Apple and / or the products associated with the Apple brand. This article should not be taken as the official stance of Softpedia on Apple-related matters.