In the advertising world, it’s wise to expect the unexpected. In this week’s Marketing Must Reads, we’re discussing an Apple ad controversy, growing preference for Instagram over TikTok, and other surprising marketing & advertising developments from some major legacy brands.

A Rare Advertising Misstep from Apple

Apple rarely has reason to apologize, and their advertising efforts are often used as prime examples of effective messaging. But this week, Apple made an uncharacteristic mistake with their new iPad ad, which showed a hydraulic press crushing objects like paint cans and pianos. Designers across the industry criticized the ad, accusing Apple of creating a tone-deaf metaphor for Big Tech crushing artists’ creativity. In response, Apple’s vice president of marketing communications said the company “missed the mark,” and that Apple’s goal is still to empower creatives across the world. The brand also immediately pulled the commercial from TV.

The ad comes at a particularly bad time in the industry, as creatives face growing interest in generative AI tools, which can automatically generate work ranging from graphic designs to full webpage copy. Find out what Apple intended to convey in the ad, and how their apology differs from Apple’s past communication strategy, here: https://www.nytimes.com/2024/05/09/technology/apple-ipad-ad-crush-apology.html

How the Kentucky Derby Won Gen Z

The Kentucky Derby may be 150 years old, but it’s still gaining new fans through partnerships with young celebrities and influencers. In 2022, rapper Jack Harlow filmed a music video with Drake in the middle of the race, and once the video was released, the Derby’s TikTok account’s following increased by 700 percent. This year, Call Her Daddy podcast host Alex Cooper and influencer Alix Earle hosted an event in the infield the morning of the Derby, drawing millions of social media views from young women across the world.

In addition to strategic celebrity partnerships, the Derby has also increased its focus on fashion, inviting more designers to the race that appeal to Gen Z. It has also added partnerships with mocktail brands to meet younger audiences’ demand for nonalcoholic beverage offerings. Learn more about the Kentucky Derby’s successful, evolving marketing strategy here: https://www.adweek.com/brand-marketing/kentucky-derby-rode-style-and-social-media-to-gen-z-success/

Budweiser Taps Spotify for Song-Inspired Beer Ads

Did you know there are more than 500 songs on Spotify that mention Budweiser beer in their lyrics? Budweiser knows. The legacy beer brand launched a new Spotify campaign that utilizes these real songs as advertisements on the app’s ad-supported tier, selecting songs that match the genre of users’ current playlist. It’s a clever move from Budweiser, who can make a clear reference to their brand and support the lyrics with branded visuals, while providing a nonintrusive, continuous listening experience.

In the past, other brands have partnered with Spotify to play creative ads that don’t blatantly interrupt users’ experience. For example, pasta brand Barilla has previously created playlists that match the cooking times for different pasta shapes. Find out how Spotify is supporting more native advertising options for brands here: https://www.fastcompany.com/91119282/budweiser-is-turning-spotify-into-beer-ads

Marketers Choose Instagram Over TikTok for User Acquisition

According to a new survey from marketing user acquisition platform Zoomd, nearly 80 percent of marketers prefer Instagram over TikTok to draw in new users. Those marketers choose to allot at least 75 percent of their user acquisition budget to Instagram, and no more than 25 percent dedicated to TikTok. Zoomd experts attribute much of the preference for Instagram to Meta’s ad solutions and AI optimization options, which are more robust than TikTok’s offerings.

It’s important to note that the survey was completed in March 2024, before Congress passed a bill requiring ByteDance to sell TikTok to avoid a US ban. In the coming months, even more brands may allocate more of their budget and content mix to Instagram to guard against a potential TikTok ban. Get more details from Zoomd’s survey here: https://www.marketingdive.com/news/instagram-beats-tiktok-video-based-user-acquisition-zoomd-survey/715598/