Ken Segall on Apple's Ads: 'Momentum Has Been Lost'
Ken Segall, the agency creative director that named the iMac, shares his thoughts about Apple's and Samsung's recent ads.
In contrast to Apple, which has been sticking to its product-based ads, Samsung has been scoring points with its people-based ads — most of which play off some growing negative perceptions about Apple. Apple has been the master of buzz creation going all the way back to the first iMac. It just isn’t buzzing quite like it used to. Momentum has been lost. Not all of that is Apple’s fault, but some of it certainly is.
Samsung invested in a two-minute Super Bowl ad; Apple chose to remain silent. Samsung created a new story for the Oscars, tapping the eccentric Tim Burton; Apple ran only a variation of its more traditional product-centric campaign. The last time Apple tried to stir things up was when it unveiled a brand-new campaign during the summer Olympics. And you know how that turned out.
Segall suggests that Apple needs recalibrate and express its ideas more forcefully. Samsung dominated the list of most viral ads last year with four out of ten spots. Apple only had one spot on the list with the iPhone 5 ad placing at number six.
Many believe that Apple needs a comeback ad campaign before it loses its cool factor to Samsung. What do you think?