New Apple 'Real People' Ads

arn

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Apr 9, 2001
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CNet reports on Apple's new Ad Campaign which is to be run in Time, Newsweek as well as television spots:

In the largest marketing effort for Apple since its "Think Different" campaign, Apple is planning a series of TV and print ads featuring people who have switched from a PC to a Mac telling their story.

The "Real People" ads, which will start appearing this week, are directed by documentary filmmaker Errol Morris, director of "The Thin Blue Line."


The first hints of this new ad campaign came from Harry Knowles on May 7, 2002.
 

Rower_CPU

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I can't wait to see 'em in action. They sound like a good mix between the celebrity product endorsements and the (in)famous commercials like "Middle Seat" and "Elope".

Hopefully they get some good timeslots.:)
 

Beej

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Jan 6, 2002
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Sounds like Apple is actively persuing that 10% Steve-o was talking about.

I just hope the ads aren't lame like ads of this sort often are... but it's Apple, so I'm sure they'll be good.
 

Gus

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Jan 1, 2002
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Thin Red Line

As long as Mr. Morris' ads move along faster than his movies. Man, I like dramas/war movies/and such, but man that movie went on forever!

Gus
 

Rower_CPU

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Oct 5, 2001
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Re: Thin Red Line

Originally posted by Gus
As long as Mr. Morris' ads move along faster than his movies. Man, I like dramas/war movies/and such, but man that movie went on forever!

Gus
Terrence Malick directed "The Thin Red Line" you're referring to. It's one of my favorite movies.

Errol Morris directs documentaries, one of which is titled "Thin Blue Line", hence the confusion.
 

Foocha

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Jul 10, 2001
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Apple needs to take care with this strategy - I agree it could work out well, but it's not without risk.

It seems like Apple's marketing strategy over the past few years has been to play down the difference between Mac & PC - they have never majored on OS X in their mainstream ads, and until recently they've avoided all talk of Macs being better than Windows for fear of consumers responding: "you mean it can't run Windows?!"

I think Apple hoped that people would be sold on the nice looks of the machine, get it home and after some innitial confusion with the different system, soon grow to love it for what it is, and appreciate the unique Mac user experience.

Unless they play it exactly right, majoring on the difference between and Windows & Mac system could backfire on Apple.
 

christof

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May 8, 2002
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Can't Wait!!!

Man...

Am I excited! I'm really looking forward to these ads, and as was said, this is exactly what Apple needs to do.

While I'm glad that Apple is really beginning their hunt to convert the unconverted, I worry... Why exactly are "so many" Apple execs selling stock? I know that I want to stay put; however, I wonder what's really going on...

"Christof"

-----
Surgeon General's Warning: Rumors about Apple can be hazardous to your health. Read responsibly.
 

ponyboy

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Jan 27, 2002
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good for Apple!!! Its about time. I just got done explaining to a friend, who would love to buy an ibook for its looks that yes she can send email on a Mac and it even has Word! Send email! I thought she was kidding but no she actually thought that...

Go to it apple
 

britboy

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Nov 4, 2001
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Originally posted by Foocha

It seems like Apple's marketing strategy over the past few years has been to play down the difference between Mac & PC - they have never majored on OS X in their mainstream ads, and until recently they've avoided all talk of Macs being better than Windows for fear of consumers responding: "you mean it can't run Windows?!"

Unless they play it exactly right, majoring on the difference between and Windows & Mac system could backfire on Apple.
So perhaps some of the adverts will feature people explaining how they use VPC, to cover all their needs. When people start to realise that they can run their beloved windows on a mac, they might not be so sceptical.

It could work. I hope it does, because this sounds like exactly the right move from apple.
 

Beej

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Jan 6, 2002
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Originally posted by j763
Can't Wait!!!!!!

Oh yeah, that's right, down here we wont be able to see them... stupid apple australia :mad:
In defense of Apple Aus (which isn't somehting I do often) they have been playing a lot of iMac ads in prime-time over the last two weeks.
 

AmbitiousLemon

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Nov 28, 2001
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Originally posted by Foocha
I think Apple hoped that people would be sold on the nice looks of the machine, get it home and after some innitial confusion with the different system, soon grow to love it for what it is, and appreciate the unique Mac user experience.
i disagree. i do not think this has been apple's stratedgy at all. apple has flaunted their differences (think different). in fact they did so well at making everyone understand that theyw ere different that it scared many people off.

this campaign will likley undo the damage of all that thinking different. it will finally show why thinking different is thinking better.
 

AmbitiousLemon

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(double postolicious)

some quotes that might raise some eyebrows of thsoe who couldnt click a link to save their lives let alone to read an article (you know who you are ;) ;) )

Customers will be able to bring in their Windows-based PC to an Apple store and a worker at Apple's "genius bar" will help transfer the files to a Mac, Jobs said.
Jobs said the people in Apple's ads are representative of some 10,000 letters and e-mails from PC users. The company has also been using its Web site to solicit the opinions of both those that have switched to a Mac as well as those that were considering such a move.
Apple's ads feature a cross section of Windows switchers, from a college student who bought a PC because her parents made her to Aaron Adams, a Windows network administrator that bought a Mac for his home.
Apple's ads, which will run in Time and Newsweek as well as cable and network television, will point to a part of Apple's Web site that will be devoted to giving information to would-be Mac converts.
In the television ads, the actual Mac owner explains why they gave up the PC. Jobs said the ads are unlike any other, featuring people speaking in their own words without any sets or props. "They're real people," Jobs said. "We didn't tell them what to say."
The eight people were filmed using Morris' special camera, the Interrotron, which uses mirrors to allow interview subjects to appear that they are looking at the interviewer when in fact they are facing the camera.
want more? read the darn thing already ! :)

linky linky :)
 

blakespot

Administrator
Jun 4, 2000
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Ideal

This is indeed exactly what Apple needs. I am excited to see it coming together like this. (Also heard a rumors that the iCards tab on Apple's site will be repalced with a tab dealing with this new PR effort.)

Errol Morris also directed A Brief History of Time, an excellent documentary about the life and discoveries of modern-day hero Stephen Hawking.

More info about Errol Morris --> here.



blakespot
 

britboy

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Nov 4, 2001
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Re: Ideal

Originally posted by blakespot
This is indeed exactly what Apple needs. I am excited to see it coming together like this. (Also heard a rumors that the iCards tab on Apple's site will be repalced with a tab dealing with this new PR effort.)

Errol Morris also directed A Brief History of Time, an excellent documentary about the life and discoveries of modern-day hero Stephen Hawking.

blakespot

That documentary of Hawking was brilliant. If Morris can capture some of the genuineness of that documentary, apple are onto a winner here.
 

Foocha

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Jul 10, 2001
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London
Fair point about "Think Different," athough I think they never spelt out in their ads that not only did the hardware look different, but the OS was different as well.

Perhaps this is an area where the US & UK markets differ - as I understand, in the US people are more familiar with what a Mac actually is, in part because of its high penetration in schools. In the UK, the Mac has less market share and tends to only be used in design, publishing & video editing. As a result I think your average man on the street has less understanding of what a Mac is. As such, most Brits tend to assume Macs run Windows.

So on the UK, running a campaign stating that the Mac is better than Windows could be raising an issue that average consumers were not even aware of!
 

sluthy

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May 13, 2002
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Bundaberg, Qld. Australia
Originally posted by Beej
In defense of Apple Aus (which isn't somehting I do often) they have been playing a lot of iMac ads in prime-time over the last two weeks.
I have never seen an Apple ad on free TV. Never.

One ad for iTunes 1 on Fox 8 on Austar. That's it.
 

teabgs

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Jan 18, 2002
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behind you
Originally posted by ponyboy
I just got done explaining to a friend, who would love to buy an ibook for its looks that yes she can send email on a Mac and it even has Word! Send email! I thought she was kidding but no she actually thought that...

Go to it apple
Thats how I got my cousin to get the new iMac instead of a toshiba....:confused:

Oh man, *sigh*. I went to her house yesterday to teach her all about it....she was gonna get the toshiba so that it would be "compatible" with her friends' computers....you know, cause she NEEDS AOL and Word...which don't run on a mac?:rolleyes:

These ads will be good...lack of knowledge is what keeps people back.