Pepsi-iTunes Super Bowl ads rank poorly; Napster bombs | iLounge News

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Pepsi-iTunes Super Bowl ads rank poorly; Napster bombs

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By LC Angell

Contributing Editor
Published: Monday, February 7, 2005
News Categories: iTunes

Both of Pepsi’s Super Bowl commercials for this year’s iTunes promotion were ranked poorly by consumers in USA Today’s Ad Meter survey released Monday. The 45-second spot, which features various tunes coming out of Pepsi bottles when the caps are lifted, placed 27th out of the 55 most popular ads with a score of 6.01. Pepsi’s 30-second spot, which features Gwen Stefani and Eve and their hit song “Rich Girl,” ranked 45th with a score of 5.31.

Unfortunately for Napster, its anti-Apple commercial came in dead last of all the Super Bowl commercials in 55th place. The Napster ad, which received a score of 4.37, featured the company’s cat icon at a football game holding up a sign comparing the price of the new Napster To Go service with Apple’s iTunes Music Store.

For a record seventh year in a row, Anheuser-Busch won USA Today’s Ad Meter consumer ranking. This year’s winner featured a skydiver who refuses to jump. An instructor tosses out a six-pack of Bud Light to try and get him to. The guy still doesn’t jump, but the pilot does.

All of this year’s Super Bowl ads can be viewed at iFlim in QuickTime format.

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Comments

1

I liked the 45 second spot, but didn’t like the 30 sec. one quite as much. 

And I thought the Napster ad was just poor in taste and unoriginal..

Posted by Cameron T. on February 7, 2005 at 6:38 AM (PDT)

2

Napster’s ad was just poorly done.  There was nothing to capture people.  You had to try and read all of what was on the screen and make sense of it.  I was more intrigued by the camera/mp3 ads than Napster. 

Posted by schaaking in Minneapolis on February 7, 2005 at 6:57 AM (PDT)

3

I thought both the Pepsi/Apple ads were pretty unoriginal, but they got the point across that there’s this promotion going on.

My favorite?  FedEx, with Burt Reynolds and the dancing bear.  Loved it.

Posted by PushButtonAction in Atlanta, GA on February 7, 2005 at 7:02 AM (PDT)

4

I thought the Apple ads were so-so, the Napster add was just awful.  They were trying to sell a bad service through an equally bad commercial.  I thought that this year’s adds were pretty bad, in general.  Each year keeps getting worse because of sensorship.  Why can’t we go back to the times of the mid 90’s?

Posted by kornchild2002 on February 7, 2005 at 9:04 AM (PDT)

5

the olympus ad fared well though… i’m not sure what to make of the player, but the ads were popular.

Posted by docslytherin on February 7, 2005 at 9:22 AM (PDT)

6

The Pepsi/iTunes spots were pretty poorly done and unoriginal. Talk about boring! I wonder how many millions it cost them… Money not well spent in my opinion and obviously millions of other people agree.

The Olympus commercials freaked me out. It was weird… the guys arms were distored…with all the popin’ n’ lockin’. Oh, and highly original Olympus! Gotta love people dancing around with their MP3 players… reminds me of another huge ad campaign… can’t remember the name of the maker… wait… ummm… err… APPLE! Here’s a quarter Olympus. Go buy yourself an original thought! *rolleyes*

As for Napster’s commercial? I didn’t even pay attention. I saw it on the screen and didn’t even bother reading what was written. LOL!

There were a LOT of poor taste and poorly done commercials. I saw far more bombs than I saw successes… but then again some people will dig almost anything. Especially a bunch of rowdy, drunk psychos getting hammered at a local bar while yelling at a T.V over a game they don’t even play… Gotta love the Super Ball, where the commercials draw more of a crowd then the actual game. Good Bless America.

Posted by FallN in New York, NY on February 7, 2005 at 10:35 AM (PDT)

7

That napster ad is a joke.  Seeing how more than just a few people own ipods and an ipod isn’t compatible with their service it’s pretty obvious that they’ve got to convince quite a few people to not only stop using iTMS but also invest in a whole new media player.  Insulting the intelligence of ipod owners with this “do the math” ad campaign hardly seems like the best way to go about doing this.  They might as well held up a sign that said “hey #####, look how much money your wasting.  now give it to us.”  At least that would have made for a good laugh.

Posted by ACLeroK212 on February 7, 2005 at 11:02 AM (PDT)

8

RUnning scrappy underdog adverts is lame and in generally unclassy tactics, but sometimes it works. Look at how well NetZero has done to filch subscribers from AOL. It takes a long time to produce results though, Napster would have to keep running comparison adverts for, well, ever. Few of Apple’s competitors have had the deep pockets or stomach to maintain such a position for long. BuyMusic lasted all of a week or so.

Posted by Demosthenes on February 7, 2005 at 2:13 PM (PDT)

9

my favorites were the tobasco and the godaddy.com

Posted by JPhill316 on February 7, 2005 at 8:17 PM (PDT)

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