New Apple Ad for iMac [Archive]

arn

Mar 7, 2002, 09:17 PM

Several readers report a new Apple Ad airing on Fox and NBC this evening. The most complete description is from MacLuver23:

I was watching Futurama this Thursday (3/7/02) and at the end of the episode they showed a new iMac commercial. They are not the two short films though. But its really funny. Its not on Apple's site yet but it should be soon. It involves a guy walking down the street and there is a new iMac in a display window. The guy moves his head left and right. Then he rolls his head. The iMac follows every move. Then the guy sticks out his toung. The iMac responds by sticking out its CD drive.

dricci

Mar 7, 2002, 09:23 PM

It was on NBC during ER.. Dunno if they'll show it again tonight. Hopefully apple will post it on their site soon.

prechrchet

Mar 7, 2002, 09:42 PM

I saw it tonight too. It looks REALLY cool. It's good to see some Mac ads where people will actually see them.

Chet

JakeWalker

Mar 7, 2002, 10:00 PM

<sarcasm>
Great, new iMac ads just in time for people to get in line to wait 4-12 weeks for new systems.
</sarcasm>

kaisera

Mar 7, 2002, 10:05 PM

As cool looking as the iMac is, why not advertise what it can do. Burning DVDs for example.

Why not use some of the Mac Myths on a commercial also.

This is not going to sell anything

cleo

Mar 7, 2002, 10:05 PM

It was on twice during ER - once just before it came on, and then again during the first commercial break. There's a link ("New iMac TV Ad") on the Hot News page, but the QT isn't on the linked page yet. We'll probably see it tomorrow!

4-12 week backlog? I was assuming that Apple was holding off on commercials until the machines were readily available.

JakeWalker

Mar 7, 2002, 10:09 PM

http://news.com.com/2100-1040-853598.html
talks about the wait for new iMacs

arn

Mar 7, 2002, 10:11 PM

screen grabs are linked from the Main story on the front page of macrumors.com

arn

Mr Spock

Mar 7, 2002, 10:21 PM

I went to apple´s site and theres a link to the New iMac TV Ad, but when the page opens there is no ad.

imspace2

Mar 7, 2002, 10:24 PM

Does that window display happen to be the new Apple Store in SOHO, NYC?

Just a guess. Anyone got a photo of that building?

jpcrumley

Mar 7, 2002, 10:27 PM

Remember "The Pirates of Silicon Valley"? Anyone remember who played Steve Jobs? Isn't it funny that we're catching the commercial during ER? It's probably coincidence, but I thought it was funny.

Rower_CPU

Mar 7, 2002, 10:30 PM

And Jeff Goldblum makes his triumphant return to the Apple commercial...
Gotta love it!

stoid

Mar 7, 2002, 10:32 PM

Jeff Goldblum and that empty white background!! Not that I'm sad to see them go, I love the new iMac commercial IT ROCKS!!!!!!!!! GOOD JOB APPLE!!! Simple yet not bland, it's like those mlife commercials, makes you really eager to go find out what the heck it is!

blakespot

Mar 7, 2002, 10:47 PM

Originally posted by kaisera
As cool looking as the iMac is, why not advertise what it can do. Burning DVDs for example.

Why not use some of the Mac Myths on a commercial also.

This is not going to sell anything

I disagree. If a good number of iMac ads could be floating around then, yes, it would be wise to get a little more technical with one or two. But since that is likely not going to be the case, I think this ad is right on target. It is intended to pique interest. It does.

The viewer now wants to find out more.

blakespot

Beej

Mar 7, 2002, 10:53 PM

LOL! That ad is funny. :D

I disagree that it won't sell anything. You have to know that a product exists before you buy it. This is one of those "have you seen the ad where..." commercials. It not only presents the iMac to the general public, but also get them talking about it.

Then they go to an Apple store, find out how good it is then buy one. See? ;)

crawdad62

Mar 7, 2002, 11:02 PM

I saw the ad on ER. Man is Apple missing an the boat or what? Don't get me wrong, it's a cool ad and it sticks in your head but....About ten minutes after it aired my brother inlaw called and asked if I was gonna get one of those cool monitors! Geeze! I said that's the whole computer and he freaked. They should show all it can do. Have an iPod hooked up, a digital camcorder editing in iMovie, a digital camera uploading pics into iPhoto, burning a DVD (although they did it with the G4 PowerMac ads (the tropical wedding one's). It just seemed like it was cutesy and that's about all. Tell people what it can do. That my friends sell computer.

ThlayliTheFierce

Mar 7, 2002, 11:23 PM

If your brother thinks that monitors have cd-rom/dvd drives in them, then he really needs to go to an Apple store. Now he knows what an iMac is, even though the add didn't completely tell him. Good job Apple.

beatle888

Mar 8, 2002, 02:08 AM

my brother inlaw called and asked if I was gonna get one of those cool monitors!

I cant believe your brother inlaw.

i cant help but think he's a little out of touch.

even my friends grandmother who lives in an old
broken down trailer in arizona knows that the IMAC (for gods sake,
i know, spelling) is a goddamn ******* COMPUTER.

for petes #@$%^^(()*$^%*#&^$^%&(**&$#@$#@$%

goddamn i hate that comment

my brother inlaw called and asked if I was gonna get one of those cool monitors!

that post sucks

CHess

Mar 8, 2002, 02:11 AM

I love the ad and its simplicity.

You know, as soon as you have an ad that plays up a couple things the computer can do, you just end up arguing the wrong point. Other computers can do similar things, so big deal... But, it's not so much what a Mac can do, it's how it can do it. And that can't be explained in a 30 second TV spot. The commercial does exactly what it needs to do, it gets the viewer interested. It gives just enough info to interest you without giving you enough to feel like you know what the computer is about.

You want to know more? Go check one out. That's where the features can really be sold, not on your living room TV.

MacMan4Life

Mar 8, 2002, 03:44 AM

I think this commercial was brilliant, plain and simple. It initiates peoples curiosity in a product that is one of the most innovative in the past 10 years of PCs. There was no need to include an iPod in the commercial because whenever looking for an iMac, an iPod is not far off.

crawdad62

Mar 8, 2002, 05:07 AM

[QUOTE]Originally posted by beatle888
[B]my brother inlaw called and asked if I was gonna get one of those cool monitors!

even my friends grandmother who lives in an old
broken down trailer in arizona knows that the IMAC (for gods sake,
i know, spelling) is a goddamn ******* COMPUTER.

for petes #@$%^^(()*$^%*#&^$^%&(**&$#@$#@$%

Well I'm happy for Grandma. Big deal. My point is that the add should show all the cool things that it does. Oh and I should have said that my brother inlaw wasn't the sharpest knife in the drawer, he just bought a Gateway.

Macmaniac

Mar 8, 2002, 06:33 AM

Just watched it! It is so pure and simple, yet very funny. Lets hope they have lots of iMacs availible or people will get pissed.(Someone in my class is getting the high end iMac, still on back order:(

sb-

Mar 8, 2002, 08:29 AM

The ad did show what the Imac can do that no other computer can. How about having a flat panel monitor that can swivel and be repositioned with the touch of a finger. Plus the industrial design that no other computer has. It's right on target.

eyelikeart

Mar 8, 2002, 08:39 AM

when the guy gets his attention caught by the computer....then it starts mimicking his every move....showing all of the capable movements of the screen....

then when he attempts to through it off by sticking out his tongue....the cd tray pops open!! :p

I think this is a great change from Jeff Goldblum....I really didn't like the commercials with him....he's such stick in the mud.....ugh.... :rolleyes:

j763

Mar 8, 2002, 08:43 AM

I think the ad is very effective and is just what apple needs...

"Why don't they show it doing all the cool stuff it can do"

-- Because people would forget the ad in a matter of seconds...

This ad sticks in your head for ages -- and any time you see another ad you're going to be v. interested.

The mac is so much better than the PC and there are literally hundreds of reasons for this -- sorry, but they wont fit into a 30sec spot.

blakespot

Mar 8, 2002, 09:46 AM

Originally posted by Rower_CPU
And Jeff Goldblum makes his triumphant return to the Apple commercial...
Gotta love it!

That guy was not Jeff Goldblum!

blakespot

blakespot

Mar 8, 2002, 09:47 AM

Well I'm happy for Grandma. Big deal. My point is that the add should show all the cool things that it does. Oh and I should have said that my brother inlaw wasn't the sharpest knife in the drawer, he just bought a Gateway.

If ever there was an Apple product that can ride on it's "mystique" it's the new iMac. The perfect type of "gain their curiosity" ad for this product.

blakespot

keithcobbett

Mar 8, 2002, 10:07 AM

Great Ad. Loved it. If they can beef up production on the models, they will sell a ton of them.

elgruga

Mar 8, 2002, 10:47 AM

Originally posted by kaisera

This is not going to sell anything

I beg to differ. This is the one of the best ads on TV - it will sell the imac in millions.
Its about perception, not reality.

If it was about reality, Apple would already have a 95% market share, right?

Brilliant piece of ad work.

And just at the right time, now that the early, and inevitable, production problems are being fixed.

Great Ad!

eyelikeart

Mar 8, 2002, 11:07 AM

The purpose of advertising is to communicate....which this commercial did very well....obviously we're sitting here discussing it on the internet!

What's really important with a tv spot is that it's remembered...the climax of that commercial was at the end when the guy stuck his tongue out at the computer and the computer opened it's drive tray....displaying one of it's features. It already showed how movable the flat screen is and it had OS X w/it's dock in view. So really, it covered all bases with showing what the iMac is all about...

voicegy

Mar 8, 2002, 11:17 AM

I instantly like the commercial. It didn't take me a while to digest, mull over, or find ways to appreciate...it had an "instant hit" appeal, and my gut is usually right on target with such things. I'm VERY impressed...it makes one grin from ear to ear, and in a world where there isn't much to grin about these days, it's a welcome feeling.

This is what we've needed. Just think about all the people who DON'T know what "Macworld" is, didn't pick up Time magazine that week, or haven't popped into the Apple store in their neighborhood (if there is one!) Television is the way to hit the masses, and I'm envious of those who have never seen the new iMac, much less have heard about it, who were exposed to it via this commercial for the first time. What a kick!!

Not since the original iMac series of commercials have I been so happy with their marketing strategy. THANK YOU, Macrumors, for having it here for viewing!

Rower_CPU

Mar 8, 2002, 11:31 AM

Originally posted by blakespot

That guy was not Jeff Goldblum!

blakespot

Duh, I meant the narrator...lol, Jeff Goldblum...black...funny!

MacKenzie999

Mar 8, 2002, 12:17 PM

The ad does tout the qualities of Apple that are the ones that really matter-it's the user experience with a friendly machine. This is like playing peek-a-boo with a little kid, it doesn't get much friendlier.

Try not to think so literally. The surest way to put the viewers (at least the vast majority of non-tecchie viewers) to sleep is to bludgeon them with tech talk.

Nicely done.

segastyle

Mar 8, 2002, 12:56 PM

i really liked the ad. it was "fun." but i do think apple also needs a less fun ad that has some info. like when the imac sticks it's tongue out, people think, "wow, it has the cd-rom drive built right into the monitor stand." wouldn't people be more wowed by knowing that that is (on the high end model) the superdrive? "wow, it's got a cd-rom, cd burner, dvd-rom, and dvd burner all in the monitor stand!!!!"

another observation about recent apple ads in general. why are all the main characters in the add guys in their late twenties that either have a very slight geek factor (airplane guy, iphoto guy, ipod guy) or slight stylish look (imac guy). the one big seeling aspect of those dell ads with the kid who's supposedly now famous is that, he's a kid you can find almost anywhere. loud-mouth but likeable and always smiling. he's like that friend your son or daughter has that always ends up over at the house for dinner.

macs already sell to slightly geeky or slightly stylish guys in their late 20s. how about getting families to relate to the ads more? family buys a mac, kids grow up using that mac, kids will most likely buy a mac when their turn comes.

i still think the airplane ad works the best all around. fun, interesting, and informative all at once. the imac ad works as a GREAT teaser ad.

kishba

Mar 8, 2002, 01:21 PM

Originally posted by segastyle
i still think the airplane ad works the best all around. fun, interesting, and informative all at once. the imac ad works as a GREAT teaser ad.

well maybe it is a teaser... apple did just buy some ad time

beatle888

Mar 8, 2002, 01:48 PM

crawdad62[/B]

I hope you found my post funny.

Although i do mean everything i said, the tone was just to
amuse.

I think its funny, the emotions that run in these posts so I was
just entertaining my self.

have a good day.

Rocketman

Mar 8, 2002, 03:20 PM

Timothy

Mar 8, 2002, 05:07 PM

This ad is great. Why? Becuase it gives "personality" to an inanimate device; and by giving personality to it, you allow consumers to approach it in a more human-like fashion.

And, this is why my Mac computing experience has always been great. I have a relationship of sorts with my computers; they are my co-workers, and they very much reflect me. Given that I work on my computer upwards of 10 hours per day, this is an important aspect of computing that the Windows world has never achieved. I never hear anyone say "I love my gateway!" It just doesn't happen.

Finally...I took my neighbor computer shopping this weekend. She is the perfect target for the iMac or an iBook. When I began discussing "features" with her (Superdrive, etc.) her eyes glazed over. She assumes a basic level of functionality, and beyond that, she doesnt' want to hear much about it. An ad that began spouting off technical terms would have lost its intended audience almost immediately.

Nice job, Apple.

Xapplimatic

Mar 8, 2002, 05:12 PM

Originally posted by kaisera
As cool looking as the iMac is, why not advertise what it can do....
This is not going to sell anything

I disagree.. Very little advertising is geared to specifically list product features unless it's something new and attention getting like when car commercials first showed off airbags or something like that. How many car commercials now show off new featuers? Most of them keep rehashing the same old themes.. It looks pretty, plays hard, and it gets you to exotic places.. lol.

Bad advertising focuses on feature lists, bores people. Ads are usually constructed to give consumers brand name recognition or product confidence.. "It looks great.. it works great.." instead of "it features a 5.2332 Megahopspeed Flimabuwidgy... triple layer plastic consensus matt exterior, 7.6 hour trilithiumionization grill, and a whopping 4.242 terraspin CDX bio-drive array.".. nah.. consumers don't remember numbers and technobabble.. and they have short attention spans...they do however remember an ad if it has flash (and therefore by association they remember what was in the ad and it comes to mind when that subject area is thought about)...

Scab Cake

Mar 8, 2002, 05:35 PM

Here's the url for the commercial..

http://www.yourdailymac.com/imacmovie.mov

theconns

Mar 8, 2002, 07:22 PM

It's not plugged in!!!

4 seconds into the commercial you see the back of the iMac, and IT'S NOT PLUGGED IN!

If you post this on other forums, please attribute my son, Marshall Conn, with the discovery. He's pretty pumped about seeing it.

-=AsukA=-

Mar 8, 2002, 07:29 PM

Originally posted by kaisera
As cool looking as the iMac is, why not advertise what it can do. Burning DVDs for example.

Why not use some of the Mac Myths on a commercial also.

This is not going to sell anything

Yea ok there..... mac myths in 30 second? even burning DVD's? AHHAHAHAHAHHA, comercials are not to imform, but to get your attention people who make commercials want you to be able to remember them. a horiable comercial is played over and over again and never remembered. but a great commercial can be played only in select times, and be remembered as something that brough a smile to your face! the new iMac commercial is a great commercial it will get peoples attention for the 30 seconds of your life that it takes up, and many will go... "COOL!" or "I want one!" or "NEAT!"
the new iMac sells itself quite fine! its looks are origenal and futureistic.

And people want new cool things, take the iPod for example! EVERYone i show it to WANTS one! even if they dont have a mac they are thinking about getting one to have an iPod. they all have the same comments about it to, "cool" "i want one" "it looks so profetional" "i like the back case" "this thing is sweet" "iPod? iWant!"

Spart

Mar 8, 2002, 07:46 PM

Some of you guys hit it right on the mark...the purpose of comercials is to attract the viewer's attention and make them say I want one...not to make thier eyes glaze over and their mouths go "huh," only to forget the comercial instantly 30 seconds later when they see the people flying around in the WinXp ad, which is 100x as entertaining as techspeak. You aren't going to market anything no matter how good it looks if all you flash before peoples eyes (predominantly the lower forms of life that use PCs) are a bunch of words that they cant understand...and will never remember. It wont get their interest, it wont want to make them go to Apple's site and figure out what the terms mean. These ads appeal to the .3% of the market who understand these terms and probably use Mac's as well. The rest of the PC people say "hey, their just selling the monitor! what dumba$$es!"

The best thing about this comercial is that people can relate to the person interacting with the computer. He's just a normal guy making faces at it and moving his head. It's like when you go by a store front and ooh and ahh at whatever is in there that you want, anyone can do that. No one but the die-hards sits on a plane and tells everyone about the great techno-blah that the shiney box in his hand has.

Yet another great thing about this comercial is that people can relate to the computer as well. It moves in a human like fassion and is mimicing the actual human in the ad. And the thing they see most is that screen moving to almost any posistion you please. The thing allready begs for you to touch it, but people will actually want to see one just to play with the screen, then decide that they aboslutely must have this freaking awesome thing so they can put it in their apartments and show it off to their friends, and stare at the iTunes visuals every once in a while. They go to the store and one of the highly inteligent people there puts in laymans terms what the comp can do while they play with the screen and the eject button on they keyboard, grinning back at the smiley face and asking where the Apple Loan forms are.

kishba

Mar 8, 2002, 08:17 PM

the ad is now on apple's web site in their ad gallery

thought i'd let you all know :)

Rower_CPU

Mar 8, 2002, 09:04 PM

Originally posted by theconns
It's not plugged in!!!

4 seconds into the commercial you see the back of the iMac, and IT'S NOT PLUGGED IN!

If you post this on other forums, please attribute my son, Marshall Conn, with the discovery. He's pretty pumped about seeing it.

Yeah, I saw it too...WAIT A MINUTE!!!

That's what they'll announce at MWTokyo! All new Macs are completely self powered by cold fusion - it's clean and plus it eliminates the need for fans and makes insanely high clock speeds possible with sub-zero cooling!

Oh, well. We can always dream...;)