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Former Apple Ad Man Slams 'Genius' TV Spots as "Landing With A Thud"
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The ad campaign isn't awful; it's just ordinary. "Ordinary" is what defines most companies, and now that Steve Jobs is dead, it's gonna be hard to have a guy say "This sucks" a thousand times (risking being thought of as an *******) until something comes along that's great --- not good.
I had never seen these adverts before this AM and wondered what all the fuss was about. After watching, this seems like another typical internet generated meme surrounding Apple: plenty of faux outrage, little substance. I agree that the campaign is not on the level of the PC/Mac adverts, but not all of those were solid gold either. There were some yawners in the mix to be sure. And the idea that the Genius adverts are "insulting" to the customer is rather flimsy. Apple has never experienced customers asking basic questions about products like iMovie? Really?
The funny thing is that previous memes like "antennagate" were centered around tearing down the idea that Steve Jobs made all the right moves. Now the memes are in full reverse mode...that Steve Jobs DID make all the right moves, and that Apple can't cope anymore.
The funny thing is that previous memes like "antennagate" were centered around tearing down the idea that Steve Jobs made all the right moves. Now the memes are in full reverse mode...that Steve Jobs DID make all the right moves, and that Apple can't cope anymore.
I have an positive outlook on life, and usually have nothing negative to say, however these new ads are horrible!
Those ads were embarrassing.
Ads in the style of the ones for the )also post-Jobs) Retina MBP, very nice.
Ads in the style of the ones for the )also post-Jobs) Retina MBP, very nice.
It sounds like you're suggesting that this would have been considered a successful campaign for any other company. I disagree. They're really bad. The ones linked in this thread are horrible from an objective standpoint. Better ones have been created by companies with much less money.
You guys attribute too much to Jobs at times. Even when he was still there, had to take time off for medical reasons. A company the size of Apple is defined by more than its CEO.
While you may be right, there's little point in projecting the opinion of a dead CEO on anything you personally dislike (I hate the ads too).
Apple has always been about fuzzy emotionally driven marketing like you mentioned. In the case of Siri, it's extremely gimmicky in its current form. That really didn't help when it came to advertising. The fundamental program is gimmicky. It will be a while before such a function is fully trustworthy on your phone. Part of that is most likely processing power. The new ones just don't convey much of anything.
Doesn't really alter the fact that the ads are rather poor in comparison to their previous ones.
@mrxak and jaedreth: Thank you for taking the time to express what I also feel. These ads might not be brilliant but they are memorable and engage people with a bit of humour.
I used to do tech support a number of years ago and some people I dealt with were not terribly tech savvy but those people tended be less trouble in the long run. The real problem users were those who thought they were more tech savvy than they actually were because we ended up having to fix the damage they caused by changing settings or installing malware by accident.
As others have said, not being tech savvy does not mean that a user not savvy in other areas.
Macs are "easier" to use in general than windows but they still are essentially unix workstations with a friendly face. You can still get into a lot of trouble as a privileged user. The iPad is a completely different type of machine because even an ape or infant can use but even macs are still considerably more complicated.
The hallmark of a successful ad campaign is one that engages people emotionally and gets them talking. All of this nerd rage on display is proof of its success. The average consumer who is not computer savvy will be delighted by the ads.
I used to do tech support a number of years ago and some people I dealt with were not terribly tech savvy but those people tended be less trouble in the long run. The real problem users were those who thought they were more tech savvy than they actually were because we ended up having to fix the damage they caused by changing settings or installing malware by accident.
As others have said, not being tech savvy does not mean that a user not savvy in other areas.
Macs are "easier" to use in general than windows but they still are essentially unix workstations with a friendly face. You can still get into a lot of trouble as a privileged user. The iPad is a completely different type of machine because even an ape or infant can use but even macs are still considerably more complicated.
The hallmark of a successful ad campaign is one that engages people emotionally and gets them talking. All of this nerd rage on display is proof of its success. The average consumer who is not computer savvy will be delighted by the ads.
Yes. It does. Luckily people have a sense of humour. Sometimes people come into the store with a big grin on their face, knowingly unsure and happy to tell you how clueless they are, and Apple are happy to help them out.
And again, these ads are selling Apple's retail experience. Not products. Don't get them mixed up.
I didn't hate them, but they weren't as great as the 'I'm a mac ads', which will forever be the best ads ever
Well, I'm just gonna take this moment to say that most users, are, in fact, clueless. And yes, these ads kinda sucked.
Because it continues the illusion that there must be something aloof and special about you if you own Apple product over other ones.
It's like seeing your expensive perfume on sale down the local market, it destroys the feeling that the brand gives you and why many enjoy it.
The same with many products, your lady wants you to take her into a luxury looking jewellers, sit on some plush seats, whilst she gazes at the gold neck chains laid over some dark blue velvet with small glass crystals reflecting in the tiny spotlights in the ceiling.
It's all bull poo, as the satin it just draped over some cardboard box's, with cheap 12v spotlight bulbs, the glass chippings are 5 dollars a bit bag, and the chain came off a 100 metre reel in the workshop at the back.
But that's not what she feels, as she thinks she is special, as it's presented in a manner that conveys value, quality, class and luxury.
Do you honestly think Apple's exponential growth is due to attracting just all the rich people?
The "Genius" ad campaign feels temporary. A change-up from their usual product-focused ads,
since there is a lull in new product announcements now.
I'd expect Apple to return to their typical product-focused ads in CY Q2 and Q3. There are apparently a
lot of product introductions scheduled over the next few months, and each of them will need close-ups.
since there is a lull in new product announcements now.
I'd expect Apple to return to their typical product-focused ads in CY Q2 and Q3. There are apparently a
lot of product introductions scheduled over the next few months, and each of them will need close-ups.
Do you honestly think Apple's exponential growth is due to attracting just all the rich people?
No, Apple items are not REALLY expensive, but they have made themselves seem like affordable luxuries.
Like chocolates, that are wrapped in gold and in a fancy box with fancy fillings.
In reality they are not that much more than some other brands, but that special looking finish and clever marketing make them seem much more special than they really are.
They are just make is normal factories just like the standard ones, but just given that edge to make your choccie friend feel special when they get them/
I'm probably alone on this, but I liked these ads, they are quick. They inform the viewer that a mac comes with software that is easy to use and isn't just bloatware (even if it's not the most powerful software for the tasks).
I found the Mac vs PC commercials quite insulting, they basically say your a moron if you bought Windows, which is of coarse the majority of the audience, and as someone who runs OS X, Windows 7, and Ubuntu I can't help but laugh at the absurdity of claiming that one is clearly better than the others. It's just not a clearly cut line. These new ads (instead of just saying you suck, I'm awesome, suck it) actually point out some legitimate strong points in buying your first Mac.
I found the Mac vs PC commercials quite insulting, they basically say your a moron if you bought Windows, which is of coarse the majority of the audience, and as someone who runs OS X, Windows 7, and Ubuntu I can't help but laugh at the absurdity of claiming that one is clearly better than the others. It's just not a clearly cut line. These new ads (instead of just saying you suck, I'm awesome, suck it) actually point out some legitimate strong points in buying your first Mac.
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