notes that Apple may be the “all-time leader for small brand, big identity” ads. Starting with the legendary “1984” ad, creative ads continue to keep it in consumers’ minds though it’s not the brand leader in the personal computer market.
A prime example is the ad Apple used to launch the flat-screen iMac, according to USA Today. In Ad Track, USA Today’s exclusive weekly consumer poll, 42 percent like the ads “a lot,” which is the highest score of any ad this year. The ad, by agency TBWA/Chiat/Day, shows a man and an iMac in a store window emulating each other’s gestures and “making faces.”
“It’s a very simple message,” Apple CEO Steve Jobs told USA Today. “We wanted to show one of the computer’s most wonderful features is its flat display that can be adjusted to any position you want. The commercial communicates the personality of the product and the incredible flat display.”
The article also noted Apple’s new US$75 million “Switch” campaign. Having ads that work and consumers like is key for the smaller player in a competitive market, but Jobs told USA Today that, in the end, it all comes down to the product.
“If people like the advertising, it’s nowhere near as wonderful as if they like our products,” he said.