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Apple Couldnāt Convince Us
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Happy Independence Day to our American readers š.
For today only, weāre breaking free from our usual type of ad teardown š.
Instead of focusing on an ad that works well, weāre going to talk about one that doesnāt. š
Hereās the ad:
Growing up, July 4th always felt like the halfway point of summer vacation.
And like clockwork, back-to-school ads are already creeping in.
Apple didnāt wait for summer to wind downāthey jumped in early with a campaign in June (classic overachievers š).
They released a campaign titled āConvince Your Parents to Get You a Mac.ā
It came with a 7-minute video ad and an 81-slide presentation (I guess itās better than having ChatGPT write the presentation for you š¤·).
But the internet was not impressed.
While some viewers found it funny, most called it ācringeā ā¦ and backlash spread quickly.
Apple has since pulled the ad from YouTube.
You could say that removing the video was a stunt to generate a buzz and gain more views (They got us to talk about it š).
But considering theyāre citing copyright grounds when taking it down from Reddit threads like this one, itās more likely they just want it gone.
Thankfully, you can still catch the full video here on X.
So, what went wrong?
A few things:
The bone-dry humor didnāt resonate with their audience. Most viewers didnāt like it, and thereās a strong consensus that a shorter ad would have been better.
Many college students pointed out that their parents would never buy them a pricey Mac. This accidentally highlighted Appleās affordability problem.
Fans commented that the tone didnāt feel like Apple at all. said the tone didnāt feel like Apple at all. It didnāt sound like them.
In the end, great marketing isnāt just about standing out, but staying aligned.
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Apple gave us 81 slides and zero connection.
Unionmade gave us one image and got it exactly right.
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