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Apple U.K. Ads Backfiring?

As an American, I hate the American ads (except for "cancel or allow"). The Peepshow ads are far superior! And if anything, less smug.

In any case, I find it odd that "smug" would really be perceived by anyone except certain very small segments with egos tied to Microsoft. They wouldn't be likely Mac buyers anyway.

I see "smug" in ads ALL the time. I guess it makes people want to BE the smug guy. But I don't see a lot of smug in these Apple ads. I see a lot of people WANTING to find smug, and enjoying saying that it's there.
 
Analog Kid said:
Dumb question: couldn't they have just used the same ads they're using in the US?
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Yeah, I can see why they'd do it in Japan, but IMO, they should have used the same ads for the UK that are on the US site... The guys on these ones just dont work. With the exception of 'Office at Home', the ads are mediocre at best :apple:
 
1) It's great fun ripping into MS, most of us here enjoy more than our fair share (and to be honest given what they have done to the history of computing they probably deserve it)

2) Using Mitchell and Webb gives the mainstream/alternative positioning that Apple so often aim for

3) If the ads put some people off it keeps the Mac more exclusive and continues to make us smug buggers all the more special, because we know they are all silly fools who refuse to open their eyes to the truth (add to this as much sarcasm as you like)
 
northernmunky said:
One of those rare occations where the US ads would have been far more effective. The UK ones are just too wrong.
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The UK ones aren't fantastic, but would airing the US versions do Apple any good?

"Ooh look, it's a giant American company we're not interested in trying to sell us something we don't know very much about."

More Macbook adverts in newspapers etc. to boost awareness is what's needed right now. Let people know what a 'Mac' is, first of all.

MA.
 
arkitect said:
I don't know if it is the comparative adverts so much as a case of miscasting.... so joyless compared to the US ones which are far better (And usually I'd expect myself to be leaning the other way humour-wise).
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This is weird. I'm an American and I have the exact opposite reaction. The American ads seem smug and a little depressing, while the English ads seem bright and clever. I guess we bring our own cultural preconceptions to this.

As an aside, I work for a UK company in NYC. When an American co-worker says "Brilliant," I initially assume they're being sarcastic. When an English co-worker says to me "Brilliant," I start to think I really am. ;)

Bottom line: Maybe the campaign isn't all that good.
 
The UK ads just don't work at all. The characters aren't likable as the US actors are.

I don't even know why they bothered remaking the ads, if they'd have just shown the US ads on UK TV they'd be much more successful.
 
Like many here I think it was a bad cast selection. You can tell that all the ads are very staged managed, the actors dont look comforatable at all. TBH the whole "hands-in-pockets promotes a relaxed and easy-going character which echoes the ease-of-use of Macs" idea is a load of sh*te. Go back and try again please.
 
I can see ...

I lived in England for about 14 years I can see how people wouldn't like Mac after watching these commercials. I watched them for the first time today and I have to say ... I don't like Mac watching them. I think they should have reversed the roles (PC = Mac and vice versa). That would have worked much better!
 
mark88 said:
[Snip]... if they'd have just shown the US ads on UK TV they'd be much more successful.
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Imagine the scathing comments from all the Brits on these very forums if they had done that! Apple had the right idea by doing "unique" UK (bad copies of the US) ads, but they just didn't do it right. You've got to remember that the majority of the UK population who will see the UK ads will not have any other mac ads to compare it too. In fact, the few remarks I've had from friends who've only seen the UK ads have been positive, and none of them use a mac.

Incedently, if you want a giggle, the dubbed ads are quite funny to watch

try any of:

http://www.apple.com/fr/getamac/ads/
http://www.apple.com/de/getamac/ads/
http://www.apple.com/it/getamac/ads/
http://www.apple.com/es/getamac/ads/
 
Prior to any criticisms of the casting, the whole concept is just wrong. When one says "I'm good at office stuff" and the other says "I'm good at home stuff", then the infered assumption would be that the one thats good at home stuff isn't as good at office stuff. Given that the biggest myth about Macs is that they are difficult to integrate into your work life, Apple made a really elementary mistake there...
 
Screw it all... I say put up the Japanese ad for the UK. The one with PC hiding behind Mac in some samurai-like pillow uniform. It'll grab everybody's attention going "wot? by jove i do believe that's japanese on the telly!" and then the macbook will pop out and then everybody'd be like "ho ho ho! jolly good time!"

:D :D :D :D i crack myself up
 
I've said it before and I'll say it again. Apple's ads are consistently negative and irritating, and I'm an Apple fan -- imagine how non-fans react. Apple needs to start projecting a positive image and positive reinforcement of their products if they intend on attracting new customers.
 
SeanMcg said:
:confused: I have seen the US versions and the UK versions, and I have to wonder what people consider "smug" these days. In all the versions, Mac is pointing out his virtues in a straightforward, almost deadpan, way. There's no "I'm better than you" attitude from the character. Mac even complements PC in several spots.
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According to my Oxford Dictionary (Tenth Edition):

smug - irritatingly pleased with oneself; self-satisfied.

To my understanding - and eye - Mac is, and looks, 'smug.'


SeanMcg said:
I guess in this day and age you can't address well-known deficiencies without being considered smug. :( Grow up people.
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You grow up!

:p
 
NewSc2 said:
Screw it all... I say put up the Japanese ad for the UK. The one with PC hiding behind Mac in some samurai-like pillow uniform. It'll grab everybody's attention going "wot? by jove i do believe that's japanese on the telly!" and then the macbook will pop out and then everybody'd be like "ho ho ho! jolly good time!"

:D :D :D :D i crack myself up
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I'll have a pint of whatever it is that you're drinking.

:D
 
I don't get it

I guess I don't understand all the fuss. I like the US ads, and I think the UK characters are funny as well. People need to lighten up. I mean, the PC character is actually quite likable in both versions, so I don't get why people are upset. My only problem is that I don't think they did a good job choosing the Mac characters, who don't seem to be very good actors.
 
Here in the UK, these things are all over the place, subway stops, tv, etc.

They played TWO OF THEM before the last film I saw (in 35mm, by the way!) The laughter was...sparse. At best.
 
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