Consumers tune out Apple's philosophical TV ad

06/27/2013 | Bloomberg Businessweek

Apple's latest TV spot has earned the lowest viewer-effectiveness score of the company's past 26 ads, according to Ace Metrix. The ad features consumers and schoolchildren using Apple products while a voice-over discusses the Apple company philosophy. "In a manifesto ad, it's hard not to come across as self-indulgent. ... The ad lacks joy," said Edward Boches, a professor of advertising at Boston University.

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