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Apple May Part Ways With Ad Agency TBWA, Plans to Tap Beats' Jimmy Iovine for Marketing Revamp
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Apple needs some ads with a point of defiance, some aggressiveness, some athlete-epic thing f.e. like beats did if they really want to appeal to a younger audience.
The current warmth of their ads is soporific, it's not just me, I think it's the general feeling of my generation, at least in my experience.
I really think that putting Iovine in charge is a very good idea if true. People around me use android, but high end android, and apple's marketing probably has a lot to do with it since they're not interested in tech but they think those devices are cooler.
And they did it before, that 1984 big brother commercial was epic while being intelligent and elegant. Apple was rebel back then, now they feel like they're a bunch of excessively rich self-complacent bourgeois.
They have to take into account that there are more young people, and not even young but normal people, than snob people. Ask Beats and B&W.
The current warmth of their ads is soporific, it's not just me, I think it's the general feeling of my generation, at least in my experience.
I really think that putting Iovine in charge is a very good idea if true. People around me use android, but high end android, and apple's marketing probably has a lot to do with it since they're not interested in tech but they think those devices are cooler.
And they did it before, that 1984 big brother commercial was epic while being intelligent and elegant. Apple was rebel back then, now they feel like they're a bunch of excessively rich self-complacent bourgeois.
They have to take into account that there are more young people, and not even young but normal people, than snob people. Ask Beats and B&W.
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Do you remember Beta, the video tape format? Well, Sony went about telling the world about its technical superiority (which was manifest in Beta, which is still used professionally) but VHS makers made it cool to use its format, which dominated the consumer market.
People want technical sophistication - as long as it's cool. That's what Apple realizes. They are showing their cool AND their tech leadership through their commercials.
You obviously aren't the target demo.
Sex sells.
Sex probably sells a lot, right?
They only had to do this:
http://i.imgur.com/3OYot5l.gif
and then this:
http://thefrustratedfan.files.wordpress.com/2014/06/9d26a.gif
to make you connect the dots to a complete sex scene in a commercial.
Genius. But low, imho.
Sex probably sells a lot, right?
They only had to do this:
http://i.imgur.com/3OYot5l.gif
and then this:
http://thefrustratedfan.files.wordpress.com/2014/06/9d26a.gif
to make you connect the dots to a complete sex scene in a commercial.
Genius. But low, imho.
I don't have the exact quote. Steve was reported to tell the ad agency to worry about the back covers. He'll do the front. Steve's death was a huge loss to Apple.
Just to be clear...
Just so I understand, you can't relate to someone exercising? When we have commercials in foreign countries air here in America I am always able to relate. That's the point. Running, exercise, etc are universal. But I don't know, maybe we are just quicker to pick up on these things, or maybe we just empathize with the rest of the world easier. We aren't so close minded as to think black women running in California are something not relatable. Just saying.
Just so I understand, you can't relate to someone exercising? When we have commercials in foreign countries air here in America I am always able to relate. That's the point. Running, exercise, etc are universal. But I don't know, maybe we are just quicker to pick up on these things, or maybe we just empathize with the rest of the world easier. We aren't so close minded as to think black women running in California are something not relatable. Just saying.
I don't think you are more open minded (maybe I'm wrong, I don't care, it would be a cultural thing equally), I believe you simply have not ever been in such a situation so you can't understand it. The whole scenario is so alien that I don't think any company would use anything similar there. In fact I would like to see an example of such a thing if possible, please.
Believe me, you don't understand it. Maybe if you have not ever seen a black person using an iphone on the street normally (or any smartphone), or wearing a suit, in your whole life or you can count on your fingers the number of black people you see in a year, or seen that kind of buildings in your whole life, or naff (to me) environment, or the whole idiosyncrasy you could start to understand it. The fact is that I don't think you simply understand that the rest of the world can be more different to the US than you realize or imagine, in a truly deep way.
However when I watch the beats commercial, I empathize. I don't know what it is, but it does not work when I see the one from apple. It's maybe that some of the athletes that appear play in our league and it's the most popular sport here, I don't know, but it looks right and normal to me. If it had been from apple I suppose it would be about baseball or some kind of thing we don't understand or care about.
I suppose that in your case maybe it's the beats commercial the one which looks strange, I don't know.
P.S. : I think that americans in general are much much more politically correct than open minded.
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I think the overtly American ads Apple puts forward are a deliberate decision. Its not like a small company that just dubs over the sound from another language because its cheaper that way. Apple does this on purpose.
America is a brand in much of the world, and associating yourself with all things american ( like the multi-racial California scene) is deliberate. They are selling an image to people who wish things looked like that where they live.
It may out out of touch with wealthy Europeans, but I bet it plays very well in Africa or Brazil where such racial integration (even if its a bit fake) and wealth are a dream.
Sadly, the ad is perpetuating racial stereotypes but I don't think thats deliberate, its just part of their world (living in California). It does seem a bit alien to me and I admit it doesn't speak to me like the Beats ad which had heart and did not seem racist.
America is a brand in much of the world, and associating yourself with all things american ( like the multi-racial California scene) is deliberate. They are selling an image to people who wish things looked like that where they live.
It may out out of touch with wealthy Europeans, but I bet it plays very well in Africa or Brazil where such racial integration (even if its a bit fake) and wealth are a dream.
Sadly, the ad is perpetuating racial stereotypes but I don't think thats deliberate, its just part of their world (living in California). It does seem a bit alien to me and I admit it doesn't speak to me like the Beats ad which had heart and did not seem racist.
This would signal the true end of Apple as a professional's company and show the devolution into being only a basic mid-range consumer company.
Was I supposed to recognize anyone in that ad? Just wondering because I didn't, not in the slightest.
Just because you're not paranoid...
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Love the Crab People!!
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Use your imagination. I've seen you make a lot a of good comments around here, and I know you know who I'm talking about.
“To learn who rules over you, simply find out who you are not allowed to criticize.”
― Voltaire
I can tell you exactly why Betamax died in the UK
Sony back then, like Apple thought they were something special. Arrogant and untouchable.
In the UK, Video recorders were VERY expensive, £500 / £700 and this was a LOT of money back then, probably about £2000 in todays money.
Due to this, like TV's, you could rent video recorders from the rental stores for a few pounds a month. So you could not afford to buy one, you rented one.
Sony was arrogant and did not allow, for a long time, Betamax to be rented.
VHS came along, technically inferior in pretty much every way, but the various brands allowed them to be rented.
Across the country thousands or people were renting VHS players, a lot of them were moving from the shops to customers via rental agreements.
Betamax was only bought by those with money who were willing to spend a lot on something they felt was better.
Movie rental stores came up, where you could rent films to watch, or course, due to numbers, the demand was mostly for VHS films, Long walls of VHS films to rent and a small section of Betamax.
More people saw this and thought, huh, little betamax choice, I'll get a VHS player, and so it snowballed and snowballed.
Only much later, when it dawned on Sony what was happening, did they start renting out their betamax players, but by then it was too late.
They were too arrogant and did not react quickly enough. Simply thinking their brand name alone for quality was enough for them to win.
That's what happened.
I say, at the very least, keep the specs, but lower the price, get more people on the Mac bandwagon, because right now, mac mini, is just an outdated, grossly overpriced piece of cr*p that only Apple will dare selling
we had huge over the ear headphones when i was a kid. no desire to have them again. I'll stick with my barely noticeable bluetooth buds
That's exactly it, to me.
That's why Apple buying Beats so much sense. It's to target a new, younger audience from which Apple can't afford to disengage. Every time I read people here complaining about Beats (the headphones, the brand, or the people who wear them) the more I think it's the perfect untapped market for Apple. There's no point endlessly preaching to the converted.
I say, at the very least, keep the specs, but lower the price, get more people on the Mac bandwagon, because right now, mac mini, is just an outdated, grossly overpriced piece of cr*p that only Apple will dare selling
A little off topic, don't cha think?
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It was a great ad. Maybe i was biased cuz im a football (soccer) fan.
But then again i aint gonna spend my hard earned cash on overpriced earphones that sound like crap
I still have no idea what sports and music have in common in order to put out an ad for headphones. They certainly don't wear headphones when they are playing soccer on the field do they? They are only doing it because the World Cup was getting popular.
It's going to be interesting to see if Iovine can pull off being the new Apple marketing guy. I don't even think Iovine was in charge of Marketing at Beats, Iovine was too busy with his record label..
I hope Iovine falls on his ass and gets canned from Apple, same with Dre. Both of them are not Apple material. Apple has to stand for education and neither of them have one.
The way Beats marketed their products was basic Marketing 101.
Get famous celebrities to wear and promote your products since the easily manipulated masses buy what their favorite celebrities have.
it doesn't take much brain cell activity to do that type of marketing. It's widely used in many industries of consumer products.
Get famous celebrities to wear and promote your products since the easily manipulated masses buy what their favorite celebrities have.
it doesn't take much brain cell activity to do that type of marketing. It's widely used in many industries of consumer products.
The Beats ad..
Was actually pretty great. It has been touted as one of the best ads in 2014. I am still suspicious of people that still oppose the whole Beats aquisition.
I understand the non-atheltic people that make cracks at an ad about fitness. We are on a tech site.
On a fitness site, people responded to the ad as intended probably.
The funny thing is that we have so many people that will buy into the whole Apple fitness and health idea, but are turned off about an ad promoting fitness alongside their product.
Was actually pretty great. It has been touted as one of the best ads in 2014. I am still suspicious of people that still oppose the whole Beats aquisition.
I understand the non-atheltic people that make cracks at an ad about fitness. We are on a tech site.
On a fitness site, people responded to the ad as intended probably.
The funny thing is that we have so many people that will buy into the whole Apple fitness and health idea, but are turned off about an ad promoting fitness alongside their product.
one bad move after another
Browsing MacRumors has become depressing where it once was exciting.
Virtually every day brings another potentially disastrous/clueless move. And most of it is dangerously off-focus.
Jay Carney as new Apple spokesperson/press hack? Seriously. There are literally thousands of highly qualified PR folks to choose from. Why in bloody hell would you select the ONE out of those thousands that is guaranteed to piss off tens of millions of people every time they see the face?
Firing the agency and building your own agency is incredibly stupid.
Putting Dre and Jimmy in charge of Apple's image is incredibly stupid as well. Head phones and hipness are not what that company is about .. or at least i hope not.
This screams someone at the top who has no clue about marketing.
Tim was great at inventory management and manufacturing. Sales and marketing is an entirely different animal ...
So depressing ...
Browsing MacRumors has become depressing where it once was exciting.
Virtually every day brings another potentially disastrous/clueless move. And most of it is dangerously off-focus.
Jay Carney as new Apple spokesperson/press hack? Seriously. There are literally thousands of highly qualified PR folks to choose from. Why in bloody hell would you select the ONE out of those thousands that is guaranteed to piss off tens of millions of people every time they see the face?
Firing the agency and building your own agency is incredibly stupid.
Putting Dre and Jimmy in charge of Apple's image is incredibly stupid as well. Head phones and hipness are not what that company is about .. or at least i hope not.
This screams someone at the top who has no clue about marketing.
Tim was great at inventory management and manufacturing. Sales and marketing is an entirely different animal ...
So depressing ...