Ken Segall on Apple's Ads: 'Momentum Has Been Lost'

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Posted February 26, 2013 at 4:45pm by Shalom Levytam

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?

Ken Segall on Apple's Ads: 'Momentum Has Been Lost'

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petermarius - February 26, 2013 at 7:15pm

it is hard to believe apple outsells anything with so ancient technology, the only reason they still sell is because people spent a lot of money on content restricted to apple devices. Once samsung gets idea to match that content on google play, some transition coupon maybe, apple days are over and more people will be able to afford real smartphones and tablets

Dan - February 26, 2013 at 9:03pm

The thing with Samsung is that they don't have any ideas, all I've seen is copy/copy/copy of Apple ideas

John Ax - February 26, 2013 at 9:12pm

Everytime I see a rectangular device I think of Apple iPhone first. Everytime I see a ultrabook I think of Macbook Air First. Everytime I see a aluminium body laptop I think of Macbook First. When I see an Android User, I think of Viruses and Memory Leaks. When I hear an Android user argue about an open and freedom OS, I think of Jailbreak for the iPhone.

bike1967br - February 26, 2013 at 5:10pm

Are the ads for what??? they are to show the product that the company are selling. But Samsung don't have anything in products to show, so they have to distract the consumer's attention without showing a product.

Dan - February 26, 2013 at 5:08pm

Sorry Samsung - you might need to advertise and spend money on your advertisement since your sales are on the down low. V. Apple who don't even need advertisement - people know what Apple stand

Steve - February 26, 2013 at 5:00pm

I did not find the Samsung Ad very funny or appealing. It's does not really even show the tablet much. It does not increase my interest in the product or make me want to buy one. Isn't that what ads are supposed to do?

sribas - February 26, 2013 at 4:55pm

This guy just wants to get hired again by Apple. Everytime Apple airs a commercial, he has something to say about it. He even wrote a book about Apple!