New Mac Ads

[EricNau]

I like all of them except the "better" commercial. It gives the impression that PCs are better at business and Macs are better for home.

Apple should be trying to prove that Apple is both a business and home computer.

 

[DMann]

Resemblance

Actually, I thought they bore an uncanny resemblance to the switch commercials, i.e., the casually dressed (at least one of them, although he looked like he got kicked out of a Gap commercial) ordinary, everyday spokesperson against a nondescript opaque background, non-intrusive background music score, and so on. Obviously not the rebirth of the switch campaign, but more of a folksy extension of it - whatever that means lol.

Does anyone notice the intended resemblance to Bill Gates and
young Steve Jobs? Indirect but quite apparent.

 

[j_maddison]

I must agree that having new Mac commercials is a great start. Personally, I would prefer commercials showing off Tiger. Why not have a 30 second spot showing someone opening iPhoto, creating a slideshow and previewing it? It could be done in 30 seconds and would show everyone how quick and easy it would be to do. You could have another commercial opening dashboard adding a new very useful app. It would show the ripple effect, which is just cool, and something useful at the same time (like a stock quote widget or something). You could add a third commercial showing off spotlight. The Macs and Tiger is fast enough to get a lot of info out there in a short ad. IMHO

Easy, because you're just feature blasting. You're showing a bunch of features that have context for you becasue you are a Mac user, but for the average PC user they'll just sit there and think "yep we have applications on our pc's too".

I think the point of the adds are that they're directed at people who don't use Macs and know very little about the platform.

Showing the platform off on a tv add does little in the way of alleviating peoples fears about switching. Moving over from a PC to a Mac has more to do with fear and benefits than plugging features.

Jay

 

[nagromme]

And would it hurt to actually show the god damn product!? Like expose in action? Or dashboard in action? Or the dock in action? Or minimized windows in action? One of the Mac's main selling points is not only is it beautiful to look at, but it's actually fun to use.

The ripple effect in Dashboard is quite eye catching and just some various other screens of Mac OS X in action cutting to a tiger swallowing the computer.

A bunch of stuff moving on a blurry TV screen isn't going to tell anyone anything. People won't even think about whether they are looking at a computer interface as it REALLY is... or just some TV effects. A TV ad that asks people to study and retain details is a failure.

The details ARE important, but a TV can't show them. It can lead people to OTHER places (Apple.com, Apple Store) where the details can be effectively presented.

Since we are talking about advertising, which would you rather see? This Time magazine ad? Or that same ad in action?

A print ad CAN show details of an OS, because the viewer can take her time and focus on what's interesting to her, absorbing at her own pace. Plus a print ad has higher resolution than a computer screen... but a TV has less (unreadable). Put that Time magazine spread about OS X features on a TV and you have a mess--an animated mess, but one that conveys the details of OS X's power LESS well than the print ad.

I'm glad to see them advertising again, but for those that have never really been exposed to a Mac it still leaves them wondering "What's a Mac?".

THAT is exactly what the ads need to do. Get people wondering that very thing. No TV can answer that question effectively--but a TV ad CAN support a larger campaign that includes those answers. Especially the new Get A Mac sub-site.

Remember, a TV ad is over in seconds. It's not the same as a print ad, or a hand-on demo, or an interactive web site. A TV ad can create a memorable impression that leads to additional action. It cannot be a complete marketing message by itself--not for something detailed and technical.


Having said all that... the ads annoy me, but then most ads do. Entertaining me as a Mac user isn't what they're for.

Do they generate the necessary interest for OTHER people? People who don't know Macs are worth considering? I can't predict for sure, but they do seem to have that potential.

 

[mackeeper]

Am I the only one who thinks these commercials are lame? The acting and writing is terrible.

A better ad would have been to have the regular ipod commercial with music. And then in comes a Macbook, and then an iMac, and so on, into the commercial. Much simpler, much more savvy, and a lot more convincing.

 

[mrplow]

Am I the only one who thinks these commercials are lame? The acting and writing is terrible.

A better ad would have been to have the regular ipod commercial with music. And then in comes a Macbook, and then an iMac, and so on, into the commercial. Much simpler, much more savvy, and a lot more convincing.

I think drama was the intention- they're cute and mildly humerous.
i like them, and i usually hate apples ads... (i liked most of the ipod ads, too)

 

[Doctor Q]

Am I the only one who thinks these commercials are lame? The acting and writing is terrible.

Thread rating so far: 155 Positives; 37 Negatives.

 

[j_maddison]

Am I the only one who thinks these commercials are lame? The acting and writing is terrible.

A better ad would have been to have the regular ipod commercial with music. And then in comes a Macbook, and then an iMac, and so on, into the commercial. Much simpler, much more savvy, and a lot more convincing.

Yes it would look like a nice add, but you're forgetting the main reason people dont buy something is to do with the fact they either associate pain with the purchase. You need to dispell the pain first and then people will be more ready to buy.

Making something look cool wont make people want to buy it. People seldom buy the coolest, sleekest and sexiest unless they associate that the benefits of the purchase outweigh any pain associated with it.

Jay

 

[pknz]

Very nice Apple, very nice.

 

[kretzy]

I've seen them all now and still think they're quite good. They perhaps play on the stereotypical Mac things a little too much, at which PC users will just

 

[sixstorm]

Awesome commercials. A little simple and basic but that's the way it needs to be. Especially for those many many people out there who don't know how to use a computer . . .

 

[drb6]

Since everyone is giving a review, I'll jump on.

When Steve Jobs was brought back onto the board in 97 and he spoke at Macworld, he said that we need to give up the idea that in order for Apple to win Microsoft has to lose. He implored people to get over themselves when they booed at Microsoft bailing Apple out.

Now, these ads don't go after Microsoft but rather "PCs." But the same element of duplicity is here. I don't like it.

Apple should focus on positive messages, parlaying the popularity and hipness of iPod to Mac.

Plus, the ads have too many words. The iPod ads worked because there are no words. Cool people don't need to say it: show it. Show the energy.

I agree with you about the negativity of Apple's ads but I think its a Marketing thing. When you're the smaller guy, you have to compare yourself to the bigger guy. When you're the bigger guy, you're not even supposed to acknowledge the existence of the smaller guy because thats giving him publicity while making you look 'small'. Just look at the Pepsi ads, they are always comparing themselves to Coke. Thats just how it works.

Apple needs to compare itself to microsoft, there's no other way. But, as with the switch ads, Apple's arrogance always manages to find its way into the marketing.

Some of the new ads are amusing but overall a little disappointing. Hopefully they will follow up with other ideas to make the entire campaign more impactful.

In case someone points this out later, Pepsi, although more profitable as a whole is still smaller in size and reach than Coca Cola when it comes to beverages.

 

[After G]

I liked the networking ad. Funny.

The other ads made me laugh too.

 

[Ryan5505]

The ads are not intended for us, CURRENT MAC OWNERS. They are to attract new users (switchers).

So you see an add for a virus free computer, then you think can it be true, i need to get to the apple store and check this out.
A computer that does not reboot on its own, tell me more.

We already know the benifits of a mac. The commercials bring bits of benifits to non mac owners.

"It's only us and Dell making money [among computermakers]. They're making money because they're Wal-Mart, we're making it because we're innovating." Steve Jobs

65% of computer sales are for education. Think of all the dumb window using parents who see the ads, of no virus computers. Well now they want to know more about macs b/c of the tv ad. Commercials are made to make the viewer want to learn more about the product for a future purchase. The ads do this, they will pull people to apple.com or to apple stores.

 

[LaMerVipere]

I think these ads talk too much. Way too much to grab the attention of the average consumer, that is.

 

[echeck]

I liked the networking ad. Funny.

But where exactly did she pull that image from??

I love the ads. I first saw the iLife ad in the first break of Conan tonight when I was at work. I was definitely pleasantly surprised to say the least.

I agree with everyone else in saying that these ads aren't meant for current Mac users, but rather potential switchers. I think they're very effective.

iPod/iTunes ads are cool because that's what you associate the iPod with, it's the cool factor. You can't sell computers based on a "cool factor", you can't sell computers without a voice track.

Very reminiscent of the old Switcher Ads. I love 'em!

 

[nagromme]

I think these ads talk too much. Way too much to grab the attention of the average consumer, that is.

I think you're right on first viewing--they are not flashy and exciting like the iPod ads--but these will be repeated and some ideas will sink in--maybe even for people who didn't consciously stop and take an interest at first.

But where exactly did she pull that image from??

Exactly my first thought I thought "I didn't see what I THINK I just saw, did I?"

On replay, yes I did. She must be a printer as well. And there I will stop with this line of speculation...

 

[Ryan5505]

I just hope apple continues running ads for their computer lines.

Maybe the stories they have posted on the site could be made into ads from the hot news.

I remember the ads of vern troyer (mini-me) and Yao on the airplane with the 12 and 17 inch powerbooks. Then the ads go away. They need to keep the ads non stoped if they want to keep bringing in more switchers.

 

[echeck]

I think these ads talk too much. Way too much to grab the attention of the average consumer, that is.

I disagree.

Most ads are flashy and loud, these aren't. I think that fact will make viewers turn and look, making them wonder what this non-offensive ad is on their television.

You would be hard pressed not to find a computer commercial (Dell, Sony, HP, etc..) that doesn't have some announcer track belting away the specs over flashy graphics and effects. These ads are brilliant in their simplicity.

Just my opinion, of course.

 

[winmacguy]

"do you like maseratii or porshe"? idiots reponse,"yes". "how much marketshare do they own"? Room gets quite....

The only problem with a comment like that is that you can get a response relating to the price of Macs compared to PCs - for the uninitiated.

 

[winmacguy]

I agree. Incredibly BORING. What a waste of money. They will do NOTHING to increase sales.

Don't forget they are aimed a potential switchers who don't spend their entire lives on these forums

 

[Ryan5505]

The ads are getting rid of the myths that many people have.

Before I switched I didnt think macs could work with windows computers.
I didnt know they could not get viruses.
I could care less about iLife, I love the programs but most computers can play music and look at pictures.
I didnt know I would never see illegal operation and restart.
The ads kill the myths.

I am truley amazed for how fast all these ads are spreading on mulitple networks during the first night. Only a powerful company could run six new ads all in one night on mulitple networks.

I am sick about hearing all the multimedia stuff a mac can do, I mean I love it. But I am a CPA and its hard finding quality software on the mac machine. I wish apple would attack the business world as much as it already is in the artistic and multimedia area. I would love to have a dual screen running stocks on one 30 inch display and a balance sheet on the other.

For all of you that hate the ads, they will work for what they are intended to do.

 

[Ryan5505]

The only problem with a comment like that is that you can get a response relating to the price of Macs compared to PCs - for the uninitiated.

True, I beleive that macs are highly priced, but you pay for that performance as you do with a porshe. You also dont find apple stores in low end malls, meaning that apple is not trying to get the penny saving customer. My apple store is down the hall from Louis Vutton and Tiffany & Co. Would you feel special owning a mac if everyone could go pick one up at wal-mart?

Look at all those honda civics with a loud muffler and tall spoiler, they really think they have a race car or porshe type performance car. Similar, its like a dell trying to run a Power PC processor without OSX. You may have something like mac, but yet under the hood your still a honda civic/dell.

Hondas are good cars, Im just making an example.

 

[gauchogolfer]

I liked all of the new campaign ads I saw over at Apple's website, except for "better". The comment about "look what a PC can do with a spreadsheet". Pardon me, but I do quite a bit in Excel on my powerbook, and I find it easier than Excel on my work PC. I understand that they're trying to contrast 'fun' with 'boring', but I think they may have chosen a poor example in this case.

 

[sintaxi]

Since everyone is giving a review, I'll jump on.

When Steve Jobs was brought back onto the board in 97 and he spoke at Macworld, he said that we need to give up the idea that in order for Apple to win Microsoft has to lose. He implored people to get over themselves when they booed at Microsoft bailing Apple out.

Now, these ads don't go after Microsoft but rather "PCs." But the same element of duplicity is here. I don't like it.

Apple should focus on positive messages, parlaying the popularity and hipness of iPod to Mac.

Plus, the ads have too many words. The iPod ads worked because there are no words. Cool people don't need to say it: show it. Show the energy.

iPod and Mac Computers are completely different. iPod has 90% marketshare. People are not buying other mp3 players however they are buying PCs.