It looks like the iPhone 4S ads starring Samuel L. Jackson and Zooey Deschanel were popular with viewers, according to advertising tracking firm Ace Matrix.
The iPhone 4S starring celebrities was in fact the second and the third most popular mobile phone ad so far this year.
“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.”
Interestingly, Samsung which has aired quite a few ads taking a dig at Apple customers like this one, this one and this one or tried to run lame guerrilla marketing campaigns to attract attention, tops the chart with their Samsung Galaxy Note ad and surprisingly, it seems to be one of the rare Galaxy ads, which does not take a dig at anyone and focuses on the device’ features.
The celebrity ads however were not as popular as iPhone 4S camera ad, which scored 659 points to win the best mobile phone ad in 2011.
It will be interesting to see if Apple will continue to use celebrities in their iPhone ads or switch back to their feature-focussed ads. Which one do you prefer?
Check out the top three mobile phone ads embedded below: