苹果公司紧急撤下争议性广告

Core Viewpoint - Apple faced significant backlash over a marketing campaign aimed at encouraging students to persuade their parents to buy Apple computers, leading to the swift removal of the advertisement due to negative feedback [1][3]. Group 1: Marketing Campaign Details - The campaign, titled "The Parent Presentation," featured a nearly 8-minute creative video and a downloadable presentation aimed at high school students [3]. - The video included comedian Martin Herlihy, who attempted to teach students how to effectively argue for the necessity of an Apple computer for college [3]. - Despite the intention behind the campaign, it received widespread criticism on social media for being awkward and unappealing, with comments highlighting its failure to resonate with the target audience [3]. Group 2: Company Response and Strategy - In response to the negative reception, Apple quickly made the video private on YouTube and buried the campaign link on its official website, indicating a strategic retreat [5]. - The campaign was designed to tap into the back-to-school shopping season, aiming to influence family purchasing decisions through student persuasion [5]. - Analysts noted that while the strategy was not new, the execution fell short, with an overly long video and humor that did not connect with viewers, contrasting with Apple's established brand image [5]. Group 3: Broader Implications - This incident is not isolated, as Apple has removed several advertisements in the past year for various reasons, raising questions about the company's current advertising creativity [8]. - Maintaining a "family-friendly" and "high-end" brand image while effectively communicating with a new generation of consumers presents an ongoing challenge for Apple [8]. - The failure of the "persuade parents" campaign exemplifies the difficulties Apple faces in adapting its marketing strategies to align with contemporary consumer expectations [8].