Former Apple Ad Man Slams 'Genius' TV Spots as "Landing With A Thud"

[teejer]

While I may be in the minority, I enjoyed the ads. I thought they were cute, lighthearted and whimsical. While they may well be of a different tenor than Apple has used in the past, a company like Apple needs to appeal to many different audiences, and I think these ads appeal to the common "non-techie."

 

[bad03xtreme]

These are better than those crappy Siri ads with dumb celebrities talking to their iPhones and showing how they really don't work in real life...

 

[Long]

How much of an impact on Mac sales did all of Apple's past brilliant advertising have? Negligible at best. Probably almost all of the Mac's uptick is due to the iPod/iPhone halo effect and Apple Stores.

So people that already use Macs don't like the commercials. Maybe these are artistically weak commercials, but clearly a different approach was needed.

 

[Sythas]

I like them a lot, refreshing.

here are some of my reasons:
- No company bashing of any kind
- I love Apple products, but it's nice to have a commercial without an incredibly fantastic new device
- The are simple and witty
- it's not insulting, because most people do need help with their computers
- it promotes a service that too few companies offer
- No celebrity in them

Not everyone is an Apple geek, I find the targeted customers are accurately depicted.

Yep, I do think they are funny and quite simple, they are saying, even if you are not committed 110% in computer, and you have any question, we will help you the best we can..

 

[dBeats]

If you're computer illiterate and saw that commercial, you probably would start to think about what an Apple Genius is and then realize you can walk into any Apple store and ask stupid questions to these guys and get answers from them. It's like their dream come true! I think most people are missing the point. But, as Eddie Vetter once said, this is not for you!

 

[BSben]

They are certainly not an Apple highlight, and in my opinion actually misleading. It makes the people working in Apple stores look like they know what they are doing. When trying to buy a graphics card for a MacPro the other day the Apple store employee looked at me as if I was mad. When I pointed out that I had rung the shop to make sure it was in stock, he walked off shaking his head, disappeared behind a door and came back with the graphics card after a few minutes. I had a similar experience when I needed a Firewire400 to Firewire800 adapter for an old external iSight camera, just mentioning an external iSight camera caused a slight panic, and of course I ended up with some useless overpriced (£21) adapter that I had to return and replaced with the proper thing from ebay for £2.
I am usually not happy when leaving an Apple Store, because the service and knowledge of the staff is often pretty poor, however they rarely disappoint in being patronising, arrogant or even rude.

 

[guzhogi]

I like them a lot, refreshing.

here are some of my reasons:
- No company bashing of any kind
- it promotes a service that too few companies offer

Not everyone is an Apple geek, I find the targeted customers are accurately depicted.

I like how it does this, too. Too many ads/contests now are "The competitors do this bad thing; I don't. So there!" without saying what good points it brings. However, I do feel the genius talks down to the customers a bit.

 

[robwormald]

I've seen tech illiterate people that embody the characters in these commercials, and then some. This ad sells Apple Retail to them beautifully. You see it everyday in an Apple store.

As a former Mac Genius of 4 years, these ads are so spot-on it's not even funny. Can't explain the number of times we had people rushing in with the exact same type questions. Really made me a little nostalgic actually.

 

[djmoody]

They almost remind me of a cell phone companies version of advertising.... and that is not a compliment.

 

[seamuskrat]

So-So

These ads are NOT a home run by any stretch, but they are also not horrible.

They have accomplished 1 thing very well - buzz. As some PR folks like to point out, any publicity can be good.

Are the ads a bit simple? Yep. Do Genius' even help with creative projects? Probably not much. Would a Captain of a aircraft ever make that announcement? Never. That said, they are presented in a whimsical fashion so I feel the viewing public does not take them at literal meaning, but takes them in the fanciful spirit they were made in.

Could someone think they are making fun of computer users? Sure. But they would be rather literal. No one sleeps in their work shirt with ID badge on. When your wife is in labor, you are not concerned about the scrap book, and if you were dumb enough to buy a generic Mac looking PC then you probably have no idea what an Apple Genius even is.

That all said, the ads do get across the concept that Apple has some cool included software, has people who can help, can be used for scrapbooks, photo books, keynotes, etc. And most importantly just because its stylish doesn't mean its the same as a Mac.

For the masses are the effective? Probably. Lets define what the goal probably is.

Was Apple trying to create awareness for their brand or products? I think a little, but they are already a well known corporate firm with a very recognizable logo and product. If you didn't know Apple before these ads, you probably still don't. So I discount this as a primary goal.

Was Apple trying to sell more Macs? Sure, they are a public for profit company. But again, I don't see anyone rushing out to buy a Mac who as a stalwart PC fanatic just by seeing these ads. I do see someone with a 4-6 year old computer seeing these and thinking I could make movies, make photo books and maybe a Mac is the way to go. So was this their goal? Partly, as it should be. But next quarter will we see a huge uptake on Mac sales due to these ads? Probably not. In fact, them releasing a new iMac will go much farther in helping Mac sales.

Was Apple showcasing some of the unique or nicer aspects of owning a Mac? Yep. Love them or hate them iMovie, iPhoto, Garageband, Keynote and Mac OSX are very good programs. Have advanced Mac users and graphic artists and avid photo buffs out grown them? Of course. But if the millions of computers in the world how many of these users need much more than iPhoto? Few. While many know there are better printing services, better photo management suites, etc. for the vast majority of people a newer Mac with iPhoto works wonders. I have seen some nice iMovies and coffee table books made by people who had never attempted such works before. They look nice. Could a pro do more with better software? Absolutely, but the goal is to show the average person how a Mac could help them. Did Apple achieve this? I believe so.

Was Apple trying to generate buzz? I think they are always looking for buzz and these ads due to the blogosphere activity did just that. Mission accomplished.

Will we see more of this series? Probably. Will this series win awards? Most likely not. Does it mean the death of Apple? Nope. It is just a few ads. Probably cost them to make and air what they earn a day in interest on their cash supply. I feel these ads did accomplish the goals Apple probably had for them regardless of how the more advanced users feel about them.

One last point - Apple is a consumer device company for better or worse. The market is trending towards networked mini devices instead of the older desktop lifestyle. I have been using Macs since 1984 and would like to think of myself as a super user. Have I outgrown iLife and iWork? Yeah as have most every pro-am and pro put there. But we make up a small percentage of Apple customers. They have made products and ads that target the other 90%. I can still use third party software and have a superior experience to Windows and be very happy with my Macs.

 

[aristotle]

I would bet that a lot of people in this thread liked the ads before that guy said that they sucked.

The ads I think were appropriate for the target audience. They were not advertising a specific Apple product directly. Although they did seem to be mac centric, they were highlighting some of the "courses" and other help that you can get from the geniuses at Apple stores.

We have yet to hear how they were received by ordinary consumers and the only reactions we have seen so far are from angry nerds at sites like this one.

Some of you may not have noticed but, except for the one on the plane, none of them showed an Apple product and the one on the plane only showed the back of the laptop screen. That is because they were showcasing the "genius" in somewhat contrived but humorous situations.

 

[JHankwitz]

man i miss the i'm a mac and i'm a pc commercials

I don't think Apple is trying to portray themselves as PC competition at this point in time. Instead, it looks like they're trying to let potential customers know that they'll need to find an Apple employee to assist them every time they want to do anything.

 

[ILikeTurtles]

The ads were horrible.

 

[Dr. Scott]

This is what its come to... critiquing commercials. I'm sure all the folks complaining could put a much better ad campaign together...

Like the commercials or not, you'll still get on your knees to suck the Apple when they release their fancy gizmos.

 

[robertsduney]

I think they're hilarious. Good job, Apple.

 

[a.gomez]

just another example of the dumbing down of Apple - welcome to the iOS years.

 

[JHankwitz]

I think they're hilarious. Good job, Apple.

Oh! I get it now that I understand they were ment to be a joke. Good job Apple, they are a joke for sure.

 

[george-brooks]

yes, agreed, these ads were a total flop. Especially "Basically", it was arrogant and made no sense. I sort of liked the one on the airplane at first but its gotten old quickly

 

[rumors-reader]

I've just re-watched all of these ads and you know...they are very good.

I think it's important to keep in mind that WE (Macrumors regulars) are not the norm when it comes to computer users. We are interested in technology, want to know the latest news, are curious, and love to experiment. I'd be confident in stating that the majority of contributors here are very competent users. In fact, we are likely the ones to be asked questions about computer problems....and have been called wizard, genius, guru, expert etc.

These ads send two specific messages: First... "Look at all the things you Mac CAN do for you." Each scenario highlights something about Apple iLife suite that is provided with every machine (with the exception of Keynote in Row 21F). These are often things people buying a new computer would be delighted to discover their machines will allow them to do. People in a panic situation "I need to do < some task > quickly!!" Genius: "No problem...you can do that!"

This is the second aspect. It highlights the fact that Apple Retail has staff who are there to assist you in all of these things. The message isn't "You're an idiot." it is "We have staff who can help you." Note in the "Mayday" ad, the Genius is coaching the guy through the process, not just doing it for him. There is a lot of empowerment that occurs when a tech support person coaches and lets the user discover they can do it themselves. It's very rewarding (I've been in tech support for years in many industries).

Apple is still intensely interested in gaining Mac market share. These commercials convey to potential Mac owners some the things they can do with a Mac, and that Apple Retail can support them in that process of discovery.

Edit: grammar

 

[macse30]

Basically, ad fail.

 

[Allenbf]

I'm currently a Windows user, buying my first Mac within the next two weeks. I thought the ads were ok. I can see how longtime Mac users might see the ads as boring or even offensive, but for someone coming from Windows to the Mac, I found it pretty ok.

Having said that, I always find that PRODUCTS drive sales, not an ad about how to do something. I'd rather see Apple advertising the update to the iMac line, for example.

 

[GREEN4U]

If I were Microsoft, I would make THIS ad in response:

Kid: Hi I'm an Apple Genius.
Sheldon Cooper: And I'm a real genius.

....

(They go back and forth about something. Sheldon says something smart to the kid and makes him look stupid.)



It would be a HUGE hit for Microsoft.

 

[DoctorYQ]

Apple's New Ad -

Agree. This Apple ad is "not bad" at the best. Very disappointed!

[url=http://cdn.macrumors.com/im/macrumorsthreadlogodarkd.png]Image[/url]


Ken Segall was a creative director at TBWA\Chiat\Day and worked with Steve Jobs for years, including at NeXT and Apple. He wrote a book about his experiences called Insanely Simple that posited "Simplicity" as the driving force behind everything Steve Jobs did.

Image


In a post on his personal site, Segall dissects the new 'Genius' television ads that Apple began running during the Olympics last Friday.
Segall goes on to address a number of hypothetical points relating to the ads, including "I did wonder if it was a good idea to make customers seem so clueless." (No.) and "Ken, you're missing the obvious. Clearly these ads are targeted at first-timers, not for you." ("That's a seemingly logical defense. It's also a horrible one.")

He finishes by pointing out that no one can know what Steve Jobs would have done, and it's a foolish question to ponder.

YouTube: video​

One of the ads, 'Basically', is embedded above. 'Labor Day' and 'Mayday' are viewable on YouTube.

Article Link: Former Apple Ad Man Slams 'Genius' TV Spots as "Landing With A Thud"

 

[Makman8]

Missing the target? Or hitting the bigger target?

I'll be honest, these aren't typical Apple ads and they do seem to be a bit more snobbish. But then again arent all Apple ads all about being better and greater then anything on the market?

I grew up on Macs and I have to say if I had my way I wouldnt have any Apple ads airing period. I think the products already speak for themselves and dont need the added publicity.

But those days of macs being different and cult like have gone, and they are finally becoming more mainstream everyday. And with it come the different angles and viewpoints of marketing.

These ads do make me laugh a little because they poke fun at the general public that is just finally getting to know Macs, and dare I say I enjoy them somewhat?? My friends and family always have the exact questions about anything mac related. I have an uncle who refuses to get a Mac because he is so familiar with windows, but will buy computers that are similiar to a Macbook air... IE Pegatron laptop he bragged about.

Or my little siblings who play around with iMovie editing and ask how to export the file or how to burn it to a DVD properly to play on DVD players. Even typical iPhone questions like backing up and exporting iPhotos.

I believe the whole idea of these ads is to sell the service of Genius boy wonders and not so much the Apple product. But dont get me started on the Genius bar hooligans, half of them dont even know what they are talking about and are spooned fed what to do and say. But that story is for another day

I mean im no master at Macs by any means and I still have much to learn, but these ads dont apply to me in any way. And I think that is why most people are up in arms about these ads. Most mac fans know how to do anything on a mac or can figure it out on their own without no Genius bar.

Overall thought, the ads should stay, they are alot more lively then looking at hands flick away at an iphone and ipad and say how fast and marvelous they are and how many apps they can use.

 

[Sardonick007]

True

Why wouldn't the ads make customers look stupid? The condescending attitude of most of the so-called geniuses (very loosely used) at our local stores do that every day. I wouldn't trust a car salesman parrot, er, I mean a genius, as far as I could throw them. I love Apple products and I admired Jobs, but that's where the fanfare ends. If the products falter, I buy something else, if I get treated without respect, I go somewhere else. Simple.