The "Genius" spots may have targeted older users, but that doesn't make them good
FORTUNE — According to a YouGov BrandIndex survey released Friday, Apple’s “fans” have gotten older — a demographic shift the firm suggests may have been the company’s motivation for releasing the three “Genius” ads that got so roundly panned when they aired in prime time during NBC’s Olympics coverage.
YouGov’s evidence: The “Buzz” chart above, which shows positive awareness of the Apple AAPL brand among Americans 35 and older rising from last spring to last fall, when it peaked 13 points higher than Apple’s traditional target demographic — 18 to 34-year olds.
Speaking as someone well over 35, older doesn’t necessarily mean dumber, which is how the users in most of these ads were portrayed.
And as veteran Apple ad man Ken Segall pointed out in his devastating takedown of the Genius campaign (See Landing with a serious thud), a well-crafted ad can target one group without losing the other: