创意:
在多则广告中一位年轻男孩儿扮演苹果“天才吧(Genius Bar)的一名员工,他为很多“技术盲顾客解了燃眉之急。在一则广告中,这个男孩儿帮助一位赶飞机的顾客用iMoive软件制作了一个短片,作为这名顾客的周年纪念礼物,并在飞机落地前发给顾客。
Feedback: The ads fell short of Apple's usual ability to entertain the audience. BlueFin Labs, a firm that tracks consumer comments on social media, said comments about the ads were 3.4 times more negative than positive. The ads were eventually pulled because they weren't well-received and unlike other Apple ads oversold the company's services, according to a person familiar with the matter. Apple declined to comment.
反馈:
这一系列广告未能达到苹果一贯的娱乐观众的水平。专门追踪消费者在社交媒体上评论的公司BlueFin Labs说,对这一系列广告的负面评论是正面评论的3.4倍。据一位知情人士说,这一系列广告最终被撤下,因为观众反应不好,不像其它广告那样能帮苹果大卖商品。苹果对此不予置评。
Fuzzy Image
失真的图像
Client: Nokia Corp.
客户:
诺基亚(Nokia Corp.)
Pitch: To promote its Lumia 920 Windows phone and the device's PureView camera, the company created a promotional video that appeared on the Web to show that its camera was superior to competitors.
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