Something awful appeared on my TV last night. It was this:
[Update Monday June 24, 2013: The below video was from the official Apple YouTube account. It was made private. I’ve embedded one that’s public from another user.]
These new Apple ads featuring celebrities are so off the mark that I don’t understand how anyone approved them.
This is what most people think when they see celebrities in a TV ad:
1) Has-been who needs the money
2) Whore who will do anything for money
3) This company has nothing to say to anyone
And seriously, Martin Scorsese? How many people would recognize him? I bet most young people looking at that ad wondered why Apple was showing some grandfather using his iPhone.
What the hell is the point of these ads? To show me what lives celebrities lead? That celebrities are so stupid that they’re dependent on voice technology? That they can’t type? What does any of that have to do with selling Siri to the average American, the customer Apple has previously addressed in its ads? How does Siri connect to what customers need to get done every day?
To me, these ads are the first indication of Apple jumping the tracks after the death of Jobs. I only hope this damage is limited to marketing and isn’t to the soul of the company itself.