14 DAY TRIAL // Apparently, the American way of advertising is nowhere near the European or Asian way. What makes the US laugh is offensive to other peoples, specifically the Japanese and the British.
Apple's attempt to translate and adapt the ads for European and Asian audiences seems to have failed. Furthermore, it's doing the Cupertino-based company more damage than good.
About two weeks ago, news reported a spectacular fall in people's respect of the Apple name. YouGov?s BrandIndex rated Apple's "buzz" mark 6 points lower in the UK, from +14 to +8, in as little as a few days from the ad campaign launch.
The BrandIndex is a daily measure of public perception of brands. "There was nothing else happening that we know of that would have moved the figure," stated Sundip Chahal, brand index director at YouGov.
The British saw the ad as a proof of Apple arrogance and even aggressiveness. Even though the Mac 'expresses' concern and compassion towards the problems PC has, some of the British audience saw the PC as poor and unspectacular, but lovable, while the Mac character came out just arrogant and smug.
Sadly for Apple, Japan was much worse (can you imagine?). Here, ads based on direct comparison to other products are looked down upon and in the Japanese culture it is rude to brag. Should have thought of that, Steve!
The actors' costumes did the ad no good as well. The 'geek' came out looking more smartly dressed than the young Mac, who seemed unprofessional and cheap to some Japanese viewers. Could you have ever imagined anyone thinking of Macs as cheap??
People's care for their identity, integrity and culture slapped Apple in the face this time. The top American brand is in for a challenge to promote their products beyond US borders.
I wonder if they'll stick to the "I'm a Mac! And I'm a PC" ad campaign or if they choose to 'cut losses' and take a new approach on the East.
