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I didn’t get it
Shameless Brand Entertainment
Leave well enough be
Ford’s trying too hard
Hasselhoff Cameo…right
Throwback gone awry
I am a lover of many things…so I don’t bag on work…too much. I usually try to get into the mind of the author and consider the process, the emotion, the energy and the thought put into a piece of work. I try to understand…even if I’m not completely on board with the outcome. I rarely have a super-negative position on things.
But. When I do, it is usually regarding something that was either inappropriate, unreasonable or just plain wrong.
The talking Apple…really? It’s got to be a joke. But they keep making them. C’mon McCann…what gives? This is the premier submission? This is where we start with our big new client Applbee’s. What happened? I’m hoping that it will all make sense, and some brilliance will reveal itself in the end…giving us all hope for another day.
The execution was poor, the delivery was atrocious, and the strategy was nothing short of elementary. I saw this first on broadcast (during my new favorite indulgence, American Gladiators. So glad its back and better than ever!) so I went online to see any news or other spots.
I found a very poor viral campaign, where they were holding mock auditions for wanna be apples…really? It is no longer up for viewing, but it ran for a little over 3 months and last I checked the viewings were around a whopping 3,000. They fell for the idea that a random video campaign, with nothing to give to the consumer would garnish results. It just goes to show that strategy takes more than an assumed viral approach, and a cheeky (at best) campaign.
We have to do better than this.
