More than a week ago, Apple published two new advertising clips to promote the iPhone 4S terminal and the Siri assistant. Compared to the old advertising spots, Apple changed the strategy a little and included a new element: celebrities. Apple turned to the celebrity of Samuel L. Jackson and Zooey Deschanel to convince Americans to buy its terminals and it seems that it made a good decision. The two advertising spouses quickly entered the prisons of the Americans and a company specialized in analyzing the advertising market says that both spots occupy the 2nd and 3rd places in the top of the Americans' preferences.
Apple's ads for iPhone had been falling rather flat earlier in the year, all scoring below the Apple iPhone norm of 620. This new creative tack that uses likeable celebrities struck a chord with American viewers," said Peter Daboll, CEO of Ace Metrix. "These ads performed very well, especially with younger women, who did not react as strongly to Apple's more feature-focused ads from earlier in the year. Celebrity ads are risky, as many celebrities can be polarizing. In these latest ads, Apple has chosen wisely, using celebrities with broad appeal.
The first place is occupied by an advertising spot for the Samsung Galaxy Note terminal, the device having three more advertising spots present in a top 10 of the most interesting televised spots in the USA. Apple has 5 advertising spots for the same terminal in this top, Samsung has only 4 and it seems that the iPhone 4S comes out victorious, although the advertisements designed by Apple were not as convincing as others published in previous years.
