Apple Vs. Google: Who’s the King of Advertising Now?

Apple Vs. Google: Who's the King of Advertising Now?No, this isn’t an article pitting Android and iOS together. It also isn’t an analysis of Apple’s iAds vs. Google’s AdWords/AdSense products. Instead, I thought I’d take things a bit closer to home and see how the latest advertising efforts by Apple and Google might influence the ordinary consumer mind.

By now I’m sure we’ve all seen Apple’s latest TV ad spot efforts, which were promptly removed from circulation soon after airing. But why? The “Genius” ad spots Apple released during the 2012 Summer Olympics attempted to showcase its “excellent” cast of Apple Geniuses, available at an Apple Store near you. What the ads ended up doing, however, was depicting consumers as idiots and morons. In fact, none of the advertisements showed off Apple’s products at all.

Let’s find contrast in Google’s latest advertising efforts. Its hot product nowadays is the Nexus 7 tablet, which seems to be doing really well in terms of sales, possibly due in part to its latest ad campaigns. Google’s first ad highlighting the Nexus 7 sported a father and son duo spending quality time camping in their backyard, using the Nexus 7 to read books and watch videos and movies, all from the comforts of their camping tent. Meanwhile, the latest Nexus 7 ad, released just yesterday, shows a Curious George-loving daughter and her mother spending their day reading a Curious George e-book, communicating with the girl’s grandmother for a spot of tea over video chat, and even asking Google Now how many miles it would take to fulfill the daughter’s aspirations of reaching the moon.

The Mac vs. PC campaign Apple ran a few years back was a resounding success, if I do say so myself. Fast-forward to 2012, and we have to look at where it went wrong. Apple’s latest campaign really does nothing to highlight its products, and it makes consumers, whether they buy Apple products or not, look like morons. Meanwhile in the Google camp, consumers can see themselves using the Nexus 7 as both the father and son and mother and daughter duos were doing in the ad spots. The Google ads actually show a few things you can do with your Nexus 7 tablet, rather than ridiculing you for choosing Google over a competitor. They open up a connection that focuses on the pathos of choosing Google over Apple, and I think they hit home splendidly. Fellow LockerGnome writer Ryan Matthew Pierson agrees:

Apple would appear to have lost its marketing magic as of late. An Apple ad used to be entertaining and inspirational. The latest attempts by Apple to draw attention to its Genius Bar services has lacked both of these traits.

That’s why, in my opinion, Google has stolen the advertising crown out from Apple’s feet. I’m eager to see if Apple has any sort of comeback campaign anytime soon, but in the meantime I’m also eager to see how Google’s excellent ad spots help its bottom line in regards to sales of the Nexus 7.

How about you, gentle reader? Do you enjoy the new Google ads? Do you think Google has outdone Apple’s efforts? Let us know in a comment below.

Image: Google

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  • http://bkgcom.blogspot.in/ Bharat Kumar Gupta

    Well i would say its more of a preference thing, currently apple is not giving much preference to advertising, the mac vs pc ads which u mentioned was crucial time for apple back then, they needed to grab customer attention, during that time their iphone was also gaining momentum, the macs were transitioned to intel cpu’s and many things like that, now if u look at it today in 2012 google is desperate to grab such attention and they need recognition hence they are giving more preference to advertising, more than apple, advertising is an expensive deal and these expenses are avoided when things are “stable” in a company.

  • sdeforest

    When you are the biggest company in the world, you can be a bit arrogant and not suffer much for it. True believers in Apple will not lose faith over a commercial. Simply retaining true believers is sufficient. Google is big, but still seems a bit scrappy. Neither company seems to make mistakes very often, but when they do, it makes news.

  • Aidan Follestad

    Nice article! I think Google has figured out a good formula for their advertisement videos

  • http://www.facebook.com/familyhearingandbalancecenter Dale Hansen

    that’s a great commercial too.

  • http://www.facebook.com/familyhearingandbalancecenter Dale Hansen

    great article. I just love my Nexus 7 and I have been an apple fan for years.

  • http://www.facebook.com/familyhearingandbalancecenter Dale Hansen

    that’s a great commercial too.

  • http://www.facebook.com/profile.php?id=1651530188 Joseph Chang

    the problem is that a majority of consumers are morons. hell most of my friends who aren’t tech savvy still think Apple products come bundled with the Adobe Creative suite, /headdesk

  • Curtis Coburn

    I don’t mean to be bashing Apple, but their recent Ads sucked. I agree with the article, where it targets people as morons who can’t do basic things on a computer. However, Google is the King of advertising. Google has always been advertising, because that’s where most of their profit comes in. They know what makes an ad good, you have to show the product and what it can do.

    I feel as the iPad commercials try to do this, but they like pamper the iPad, showing it as if it were the greatest thing ever invented. With Googles ads, they give you a relationship with the Nexus 7. Showing how it can benefit you in your life.

  • http://twitter.com/creation4use Samuel Guillermo

    Its hard to compete with ads, I’m more into the comedy commercials, they grab my attention. So the real question is, who can make me laugh harder

  • Liam Jackson

    I loved the nexus 7 advert, as it made a great connection between you and the product. Apple has got to the stage of not caring almost, because of how simplistic they have become, as they don’t need to go the extra mile with it as brand loyalty is substantially more. Google need to push up the advertising like they have with the Youtube and Gmail ads, you can relate to them and they feel real. Big up to Google.

  • http://www.facebook.com/Wwallender Dakota Wallender

    I Agree With Curtis Coburn, I see a ton of commercials for siri and nothing more. siri is getting old, i have an iPhone 4S and i used siri for like the first week of having the phone after that, i might use it once a month for a reminder or to set an alarm, maybe talk about the beautiful camera the 4s had…..

    • tookieboy

      ….. which is made by Sony :p

  • http://www.facebook.com/Michael.Basil.Albayya Michael Albayya

    i think google has found the formula to make great ads

  • http://twitter.com/RadSel8 Ahmed A

    Neither! Go look at the Microsoft Surface ad. That thing is flashyyy

  • timothy

    Google is definitely the King. Without Google, the world will probably end because there is no order search engine that is as powerful as Google. With Youtube, Google Search, Android, and the lastest nexus 7, Google is King and will always be.

  • Jesse Aranda

    I must admit I didn’t even want the Nexus 7, but that ad really did make me want to get one. I have a Kindle Fire running jellybean and while the Nexus 7 has better hardware, I don’t need it as I just got my Kindle Fire in May. The recent Apple ads just were ads to me. To be honest I don’t even remember them any beyond the “I’m a Mac and I’m a PC” ones.

  • http://www.facebook.com/qwilleran.lake Qwilleran Lake

    I somewhat disagree with the article. I see Google ad’s almost everywhere on the internet. When I think there wont be an Google ad, there is one, and when I think there will be one. There is one. But I think Apple has the upper hand on a different kind of advisement. I can’t remember the last time I walked into a Starbucks, and didn’t see an Apple product. I see the Apple logo almost everywhere I go. I think it affects the younger generation more. Teen’s want the latest and the greatest, and most think that is an Apple product. Apple has intwined it’s self into modern culture, and I think with that. Apple is winning the advertising battle.

  • http://ironiclee.blogspot.com/ Jentylee

    Yes, Google and Nexus 7 win and you’re right, the Mac ads never showed the product and made the buyers look like idiots. Duh, ain’t gonna fly, dude. And they used to be so inspirational. Let’s hope they get their mojo back soon.

  • http://twitter.com/armanzokaei Arman

    Apple’s Commercials are better and the Genius ones were quite funny, but Google does has more of an advertising advantage. I liked the Nexus 7 commercial as well, but not as much as the Apple ones. My favorite one was the “Think Different” commercial from 1997!

  • Joshie305

    Well i need to say that google is doing very well with their ads but apple needs to try better considering all of our expectation are very high for appl

  • http://www.facebook.com/ROBERTO1811 Roberto Van Gilder

    Well, Apple is the biggest company in the world, so they can get arrogant! But Google is getting up there, even though it still has some “personality” issues! I thought that Google’s advertisement was very neat and that it was much better than Apple’s “Genius” advertisement.

  • http://www.facebook.com/tom.sharples.18 Tom Sharples

    I’VE ALWAYS BEEN AMAZED WITH APPLES LACK OF ADVERTISEMENT JUST GOES TO SHOW HOW POPULAR THEIR PRODUCT ARE. SO THAT THEY DON’T HAVE TO ADVERTISE THAT MUCH COMPARE TO TO SOME OF THE BIG COMPANIES

  • https://plus.google.com/112301869379652563135/posts Ryan Matthew Pierson

    Apple lost some of its magic when Steve Jobs passed away. I don’t think he would have been happy with the Mac Genius ads, either. Then again, I never knew the guy personally.

  • https://plus.google.com/112301869379652563135/posts Ryan Matthew Pierson

    Apple lost some of its magic when Steve Jobs passed away. I don’t think he would have been happy with the Mac Genius ads, either. Then again, I never knew the guy personally.

  • http://jp-pc-tech.blogspot.com/ Pascal Fiedler

    The playground is open :D Okay. Is it “Open Air” now?
    Huh? Nexus is productivity, and a child, who is interested in how long the moon is away, is productivity?
    Okaaay… That’s crazy…

  • louis percival

    In my opinion google is the king, google ads are everywhere, google has an extremely strong online presence, its hard to beat to be honest.

  • http://www.facebook.com/profile.php?id=606163198 Christopher Micallef

    Apple has the isheep. They are the cheepest yet strongest advertising campain in the world. #$15amaawesome