The iPad Pro ad tested with Apple owners scores in the top 2% of tech advertising for long-term creative effectiveness by building incredibly large amounts of happiness. Only 5% of viewers don't recognize it as an Apple ad. In contrast, the ad tested with non-owners scores the lowest possible rating for long-term creative effectiveness, causing intense negative emotions. Almost 20% of non-owners can't recall it's an Apple ad. Specifically, the emotional responses are:

• Apple Owners: 39% happiness, 8% negative emotion
• Non-Owners: 14% happiness, 23% negative emotion

Testing ads with both current customers and non-customers is crucial for several reasons:

1. Understanding Emotional Impact: Emotions help marketers understand how advertising works. The iPad Pro ad shows vastly different emotional responses between Apple owners and non-owners.
2. Brand Penetration: Making advertising only for current customers misses out on growing brand penetration, which is key for brand growth.
3. Avoiding Bias: Relying solely on internal opinions or current customers can lead to biased results, known as the Rosser Reeves effect. Apple customers naturally like Apple ads, but it's essential to see what everyone thinks if the ad is intended for broad-reaching channels.

The iPad Pro ad is not effective in growing Apple's brand among non-customers. The ad scores the lowest possible rating for long-term creative effectiveness with non-owners, causing intense negative emotions. Almost 20% of non-owners can't recall it's an Apple ad. This indicates that while the ad is highly effective among current Apple customers, it fails to recruit new customers and grow Apple's brand in the broader market.