Tech giant Apple has suffered another advertising setback hot on the heels of the disastrous response it received to its ‘Crush’ spot last month, which prompted a furious backlash from creatives.
Marketing effectiveness platform System1, which ranks individual ads on a scale of 1.0 to 5.9, has given ‘Worlds Made on iPad’ a score of 1.5 – even lower than Crush’s 1.9.
This is in stark contrast to Apple’s recent works for its iPhone 14 Pro (‘The Invincibles’) and the accessibility features of its tech (‘The Greatest’), which registered scores of 5.4 and 3.9 respectively.
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“Has Apple gone too far in trying to fix what they “crushed”? Their latest effort seems, once again, to have fallen too far from the creativity tree.
“Their best ads – “The Invincibles” and “The Greatest” – won us over on emotion,” System1 chief customer officer, Jon Evans said.
“They have relatable, living characters front and centre, focussed on how the product helps overcome adversity, and integrated the product into the story – rather than the product being the story. Both “Crush” and “Worlds Made on iPad” departed from this formula, and have scored considerably lower.”
The brand’s latest effort sees a woman journeying through three separate animated worlds all designed by iPad, with a three-way split screen showcasing the tablet’s potential as a creative tool.
