Apple 'Crush' Scores 1.9 Stars with System1

Apple's new "Crush" advert has scored 1.9 Stars with System1's Test Your Ad.

‘The reaction from the people who really matter, the general public rather than the pundits, was actually less negative that you might expect. There is clearly some negative emotion and the overall score is low as we expected but the over-riding emotion was neutrality. The other surprise since this is an apple ad was how weak the branding was. That may end up being a good thing.” said Jon Evans, chief customer officer, System1.

Find Jon Evans LinkedIn analysis here. 

System1 also reversed the ad it and tested it, so that the items start out crushed but then come back to life, scoring 1.8-Stars: Test Your Ad.

Find the full report here.