Action Electronics, the Taiwanese company behind the Action Pad, decided to use a Steve Jobs impersonator for their latest tablet ad campaign. They also decided to give him a halo and angel wings.
Steve Jobs passed away in October of 2011. His death brought with it a wave of reaction and remorse from fans and tech enthusiasts around the world. Most, regardless of their love or hate for his company’s products, asserted their recognition of Jobs’ life and work.
While the general reaction after watching this video may be one of disdain, it’s worth nothing that the marketing behind the commercial has clearly been successful. People are talking about Action Electronics and their tablet. They may be talking about it in a negative regard, but they are still talking about it. Without this commercial and its odd taste in humor and flattery, that wouldn’t be happening.
Chelsea Chen, a spokesperson for Action Electronics, spoke with Reuters about the company’s decision to use the Jobs impersonator for their ad. From where she stands, what they’ve done isn’t so bad:
“Steve Jobs always promoted things that were good for people, Apple products, so his image can also promote other things that are good…It’s just an impersonator, not Jobs…”
Action Electronics, it seems, would like to use more than Jobs’ persona for their products. Here’s Chen again with another oddly worded sentiment:
“We have no choice but to use Android, we can’t use iOS…”
The whole commercial feels, at best, ill-timed. Some have noted it is distasteful and others have gone further to try and spur Action Electronics boycott campaigns.
Where do you stand? Is this marketing all in good fun, or it it too much and too soon?