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Apple Introduces Three New Mac Ads During Olympics Opening Ceremonies
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Ads seem to be pushing people to do two things
First GO TO AN APPLE STORE! Want an Apple get to an Apple Store. Makes sense that they want to drive traffic there.
Second and remember most people that are here are very computer literate, is to remind people hey need some help we have real live people to help you at the store not a voice from Bangladesh reading a scripted response over the phone.
All are good selling points.
Yes they seem to be a move away from the Steve Era but that was bound to happen unless they pulled a Futurama and had Steve's head in a jar running the show.
First GO TO AN APPLE STORE! Want an Apple get to an Apple Store. Makes sense that they want to drive traffic there.
Second and remember most people that are here are very computer literate, is to remind people hey need some help we have real live people to help you at the store not a voice from Bangladesh reading a scripted response over the phone.
All are good selling points.
Yes they seem to be a move away from the Steve Era but that was bound to happen unless they pulled a Futurama and had Steve's head in a jar running the show.
Lmaooo I just watched all 3 and honestly they're funny. The kid they use is pretty humorous and the quality of the ads are very good.
I don't necessarily like the theme of the airplane 1, but they're supposed to be funny, not serious.
I don't necessarily like the theme of the airplane 1, but they're supposed to be funny, not serious.
I don't get all the hate? You'd have to be pretty dense to not see what Apple are going for with these commercials.
They are obviously targeting a certain demographic and they have done a stellar job of it.
They are obviously targeting a certain demographic and they have done a stellar job of it.
3rd ad
I'll admit I haven't read through the entire thread. But just wanted to point the 3rd ad seems to me directly pointed at Vizio. Vizio is a midrange television manufacturer that is producing semi-premium computers for the PC market. They believe there is a good market in the $800-1200 between the better Apple's and the junk everyone else puts out. They also use Microsoft Signature OS (no crapware and Microsoft tunes the OS to the hardware). The thin Vizio are similar to the Macbook air, and their thicker ones to the Macbook Pro classic.
Apple owns 90% of the over $1000 computers sold in the US. There is nowhere to go but down if Vizio gets off the ground. I think targeting them directly by pointing out that the Apple experience is hardware + software makes a lot of sense. So the 3rd ad while it came off as obnoxious might make sense, you would have to poll likely Vizio buyers.
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In terms of the Genius on airplane. Yeah I think that gets right in the way of whole iLife / iWorks branding that you need some IT guy to help, especially ads like the Torres Switch ad. Apple's willingness to offer tech support might be what they are trying to sell, that there is somewhere to go and someone to ask but I do think that this is poorly done.
I'll admit I haven't read through the entire thread. But just wanted to point the 3rd ad seems to me directly pointed at Vizio. Vizio is a midrange television manufacturer that is producing semi-premium computers for the PC market. They believe there is a good market in the $800-1200 between the better Apple's and the junk everyone else puts out. They also use Microsoft Signature OS (no crapware and Microsoft tunes the OS to the hardware). The thin Vizio are similar to the Macbook air, and their thicker ones to the Macbook Pro classic.
Apple owns 90% of the over $1000 computers sold in the US. There is nowhere to go but down if Vizio gets off the ground. I think targeting them directly by pointing out that the Apple experience is hardware + software makes a lot of sense. So the 3rd ad while it came off as obnoxious might make sense, you would have to poll likely Vizio buyers.
______
In terms of the Genius on airplane. Yeah I think that gets right in the way of whole iLife / iWorks branding that you need some IT guy to help, especially ads like the Torres Switch ad. Apple's willingness to offer tech support might be what they are trying to sell, that there is somewhere to go and someone to ask but I do think that this is poorly done.
Thanks for explaining the jokes.
I disagree. They say the opposite, but without stating it in words… In the aeroplane ad, here is a very friendly 'genius' showing someone who expects a computer to be difficult, just how easy it is. The ads are almost saying, hey, if you're just a little bit smarter (or perhaps just less stressed) than these guys, you probably don't need a genius!
The Genius had genuine charisma, I think he did good
Well, I'm glad I'm not the only one. I thought he played the part with loads of charisma, and actually reminded me a little bit of a younger Michael J. Fox.
A lot of you guys are criticising them as 'un-Apple like' (and gosh, even 'un-Steve Jobs like'!) because they're not like the previous Apple ads. Seems like you've already forgotten what Steve Jobs was like, since he was never one to sentimentalise what has been before. None of us here can say whether he would have liked these ads or not. You can only state your own opinion. As for me, I liked them.
So I'm swimming against the current on this one and giving a thumbs up to these ads. I got a good laugh from each one.
probably the only reason for these commercials instead of get a mac - is that there´s really not any point of trying to get people to get a mac when half of their hardware is outdated. There´s really no arguable reason to say get a mac pro or imac at least when both are outdated and extremely overpriced currently.
Didn't notice that others had made the same observation! Something about his voice and delivery I guess, because they don't look much alike.
Really on the fence with these ads
I must admit I'm on the fence with the ads. I don't believe them offensive as some, they do lack a bit of charm, humor and creativity (no pun intended) that has been present in previous Apple ads.
Apple [generally] thought of a series of ads that involved characters; people the viewers could either relate to or find amusement. The "Mac vs PC" ads were such an instance; the two actors appeared in a steady ad campaign that developed into viral marketing. Justin Long gained much notoriety as did John Hodgman (they even had talk show gig's in which they discussed their ads at length). It got people talking.
Jeff Goldblum was the face and voice for Apple iBooks/PowerBook's/iMac's/PowerMac's for several years. He brought his quirky persona and well recognized voice to Apple, which many ad exec's attribute to Apple's growth in the desktop market (of course OS X was the bigger prize there).
Before Goldblum, Apple launched the "Think Different" ad campaign. For myself, and many others, this was a gold standard of excellence. A well written narrative on people who have influenced humanity in many area's was voiced by Richard Dreyfuss and gained much respect in the advertising industry. Many differing versions existed, some longer than others, and one voiced by Steve Jobs himself was released to the public (Dreyfuss later replaced Jobs in the final product). Many mark this ad as Steve Jobs' return to Apple Computers; it was one of the first major influences in the company as leader since his return.
Think Different
My point: Apple has always relied on campaigns that involved character development, thoughtful writing, and well directed productions. No fee was too large, no expense to extraordinary. They got people talking. Now there is a gold standard that Apple has established, and many are basing their recent advertisements on those standards.
It's not just about Tim Cook or Apple after Jobs, it's about whether the company is continuing such high standards in marketing campaigns. Lately it seems Apple is more focused on smaller ad campaigns featuring celebrities as themselves, or these which attempt to [humorously] focus on their software applications. Unfortunately there seems to be a disconnect between the audience and the ads; the ads lack polish, witty repartee between characters, and seem rushed. The audience doesn't stop what they're doing to watch. This is a deviation from the decade of marketing campaigns that got people talking. Certainly it may be too soon to judge, but from what we've seen it doesn't seem as though Apple is in keeping with that tradition.
I must admit I'm on the fence with the ads. I don't believe them offensive as some, they do lack a bit of charm, humor and creativity (no pun intended) that has been present in previous Apple ads.
Apple [generally] thought of a series of ads that involved characters; people the viewers could either relate to or find amusement. The "Mac vs PC" ads were such an instance; the two actors appeared in a steady ad campaign that developed into viral marketing. Justin Long gained much notoriety as did John Hodgman (they even had talk show gig's in which they discussed their ads at length). It got people talking.
Jeff Goldblum was the face and voice for Apple iBooks/PowerBook's/iMac's/PowerMac's for several years. He brought his quirky persona and well recognized voice to Apple, which many ad exec's attribute to Apple's growth in the desktop market (of course OS X was the bigger prize there).
Before Goldblum, Apple launched the "Think Different" ad campaign. For myself, and many others, this was a gold standard of excellence. A well written narrative on people who have influenced humanity in many area's was voiced by Richard Dreyfuss and gained much respect in the advertising industry. Many differing versions existed, some longer than others, and one voiced by Steve Jobs himself was released to the public (Dreyfuss later replaced Jobs in the final product). Many mark this ad as Steve Jobs' return to Apple Computers; it was one of the first major influences in the company as leader since his return.
Think Different
My point: Apple has always relied on campaigns that involved character development, thoughtful writing, and well directed productions. No fee was too large, no expense to extraordinary. They got people talking. Now there is a gold standard that Apple has established, and many are basing their recent advertisements on those standards.
It's not just about Tim Cook or Apple after Jobs, it's about whether the company is continuing such high standards in marketing campaigns. Lately it seems Apple is more focused on smaller ad campaigns featuring celebrities as themselves, or these which attempt to [humorously] focus on their software applications. Unfortunately there seems to be a disconnect between the audience and the ads; the ads lack polish, witty repartee between characters, and seem rushed. The audience doesn't stop what they're doing to watch. This is a deviation from the decade of marketing campaigns that got people talking. Certainly it may be too soon to judge, but from what we've seen it doesn't seem as though Apple is in keeping with that tradition.
You're right about "classy". These are not the uber-minimalist "product on plain background" ads Apple is famous for. But with all respect, your interpretation of the ads' message is skewed. As (presumably) an advanced user, youre thinking novices will be insulted by this. On the contrary, the airplane and baby scenarios are based in reality - the majority of people are still quite intimidated when it comes to editing movies, printing cards, etc. The commercials don't depict the act of doing these things as difficult - but rather initially intimidating. The customer comes to the Apple person quite worried, the Apple person suggests some ideas, and they're off and running.
For what it's worth, I showed it to my girlfriend unprompted and she said, "Haha, that's so cute, I love that commercial! That happens all the time to people." Again, not that exact situation, but the feeling of panic that non-techies get.
Because "If you don't have an iPhone, well, you don't have an iPhone" was marketing genius? Apple's non iPad ads have been crap for several years, since the novelty of the iPhone wore off.
For Real?
Are those 'commercials' for real?
They suck! Who is up and dressed in his 'genius' super hero outfit at 4AM?
Plus, this cute woosy guy has lipstick makeup on!
Is it now to be assumed Apple 'fanboys' mince about like marshmallows?
This nerd might pass as one of the 'gatekeepers' at Apple stores who ask the incoming customers 'do you have an appointment?'....but as a Genius: FAIL!
Are those 'commercials' for real?
They suck! Who is up and dressed in his 'genius' super hero outfit at 4AM?
Plus, this cute woosy guy has lipstick makeup on!
Is it now to be assumed Apple 'fanboys' mince about like marshmallows?
This nerd might pass as one of the 'gatekeepers' at Apple stores who ask the incoming customers 'do you have an appointment?'....but as a Genius: FAIL!
Your example is exactly why they are targeted at potential switchers. They send the message that if you switch to the Mac platform and don't know how to do things, Apple will help you out with awesome retail support. A lot of existing customers already know about the Genius Bar and Apple Stores. Many who haven't switched don't know about them.
I blame it on Steve Jobs being gone. "Resolutionary" for the iPad was another awful marketing campaign that would have never seen the light of day if Jobs were still here.
Apple's innovative marketing has gone to crap... hopefully their products don't follow.
Yea, but the truth is... Steve Jobs would have not approved of these ads. They suck. He made plenty of wrong moves when he was CEO, but the one thing he never did was lose sight of the Apple vision... simple and easy to use. These ads don't project simple and easy to use.
Didn't mind them... Marty McFly or whoever he is in the blue shirt is kind of charming after the second one...
Obnoxious
Annoying
Smarmy
Hatable
Unrelatable
Unrealistic
Illogical
Dishonest
Ingenuine
False
Overall bad advertising.
I just wanna punch that genius in the face.
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No they're targetted at existing customers and recent adopters to welcome them to the ecosystem while at the same time giving a nod to potential customers by saying "It really is this easy".
Except
They're doing it wrong. The Genius appears to hate his job. He comes across as annoyed or irritated that he's being called on the whole time. The only exception is the food truck one where he just looks like a smarmy bastard with a "Toldjaso" face.
I hate these ads so much.
Annoying
Smarmy
Hatable
Unrelatable
Unrealistic
Illogical
Dishonest
Ingenuine
False
Overall bad advertising.
I just wanna punch that genius in the face.
----------
No they're targetted at existing customers and recent adopters to welcome them to the ecosystem while at the same time giving a nod to potential customers by saying "It really is this easy".
Except
They're doing it wrong. The Genius appears to hate his job. He comes across as annoyed or irritated that he's being called on the whole time. The only exception is the food truck one where he just looks like a smarmy bastard with a "Toldjaso" face.
I hate these ads so much.
The "knock-off" ad is not far fetched. It's very common for non-Mac users to be in an Apple Store because of iPads and iPhones and they're asking questions about doing iLife things with Windows software. And in most cases they discover how much easier it OS to do these things on a Mac.
This campaign was well done.
If I was a genius I would wear that shirt to bed. I want one. But the most unrealistic part was wearing the badge to bed. That's clearly a choking hazard. The best was the airplane one, followed by the baby one, but "Basically" was just.... no. It really showed the true colors of some Mac owners. "I bought this fake laptop from the shady shop so I can look cool in Starbucks and at the airport"
Bad ad, Apple. Bad ad. I could see Microsoft doing something like this, because there commercials are usually stupid. I remember seeing vista ads of people at like a picnic trying it and saying "wow! This is so fast!" I would chuckle then say how stupid Microsoft was.
As for the baby one, how did the guy know where the genius lived? Why didn't he just call? This one reminds me of the windows phone 7 ad where the guy was fiddling with his "hard to use" phone instead of... um... "playing a game" with his lady friend. (If you know what I mean)
To summarize, these commercials said that;
1 Macs are confusing
2 people think more of their technology than there family
3 people want a Mac to look rich and cool
I never once saw the friendly image of Mac OS X, and I saw one Mac! How can this be a commercial for a computer company?
Bad ad, Apple. Bad ad. I could see Microsoft doing something like this, because there commercials are usually stupid. I remember seeing vista ads of people at like a picnic trying it and saying "wow! This is so fast!" I would chuckle then say how stupid Microsoft was.
As for the baby one, how did the guy know where the genius lived? Why didn't he just call? This one reminds me of the windows phone 7 ad where the guy was fiddling with his "hard to use" phone instead of... um... "playing a game" with his lady friend. (If you know what I mean)
To summarize, these commercials said that;
1 Macs are confusing
2 people think more of their technology than there family
3 people want a Mac to look rich and cool
I never once saw the friendly image of Mac OS X, and I saw one Mac! How can this be a commercial for a computer company?
Great point. I also don't really see anything wrong with Apple focusing on what is making it boatloads of money because that money helps them in designing and working on their computers...like the Retina MBP. Let Apple make the iPhones, iPads, iPods and rake in the cash because that helps their other product lines.
I Liked Them
Mayday was the weakest of the bunch
Basically is really cute
Labor Day is LOL funny.
They are clever and catchy. YMMV but I liked them. I hope they have more with this actor. His character is fun and could go in a lot of directions. Plus as others have pointed out it's a good thing they are crediting the Apple Stores and the Apple Geniuses in their advertizing.
I'd give them a 7/10. A strong start.
Mayday was the weakest of the bunch
Basically is really cute
Labor Day is LOL funny.
They are clever and catchy. YMMV but I liked them. I hope they have more with this actor. His character is fun and could go in a lot of directions. Plus as others have pointed out it's a good thing they are crediting the Apple Stores and the Apple Geniuses in their advertizing.
I'd give them a 7/10. A strong start.