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Tony Hawk Switch Ad
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Good evolution of "Switch" ads ...
I think the ad looks very good. Watch it (Skandranon has it posted on his Duke edu web site; someone else has it on their iDisk but I wasn't able to get it from there).
This, IMHO, is a gradual evolution, from "everyday dorks" (ie, the rest of us ...😉 ) to minor celebrities to major celebrities. Also, from just the people to what can be done on a Mac (ie, expect more intercut footage, esp when dealing with video industry personalities).
As I said when the ads first started emerging, this "evolution" will be slow, but it will be there. Apple's message has long been that it makes the tool that people who can choose their own tools use. That applies to "everyday folks" in fairly small numbers relative to their PC-oid counterparts, but much more to people who run their own businesses or who are artistic in general. I expect that while we will see more and more "minor celeb" and then "major celeb" ads coming from the campaign, we'll also see more "real people" ads intermixed, to remind us that Apple's not "just" about celebrities and those with money, and that a Mac is waiting for you in your nearest Apple store.
As for not showing the OS X desktop in the ads ... Well, the "Jaws" school of thought (maybe we should call it the Jurrassic Park school of thought to sound more up-to-date) says that if you withhold the payoff in the teaser/ads, the emotional and psychological impact when that payoff is seen is that much greater. Yes, absolutely, OS X is the clincher of the "deal". I have yet to meet someone in real life (ie, not a message-board troll) who was not impressed with at least some aspect of OS X, and I know quite a few absolute Windows bigots. OS X is beautiful, but that beaty would not translate well to a 640x480 max resolution TV screen. It would not have nearly the same effect on TV as it does in real life, and if you "spoil" the effect in a stinkin' TV ad, you've just given away the money shot.
Of course, I'd also kinda like to see OS X and Windows side-by-side in an ad. I just don't think it fits with the Switch theme though (although I may be wrong).
I think the ad looks very good. Watch it (Skandranon has it posted on his Duke edu web site; someone else has it on their iDisk but I wasn't able to get it from there).
This, IMHO, is a gradual evolution, from "everyday dorks" (ie, the rest of us ...😉 ) to minor celebrities to major celebrities. Also, from just the people to what can be done on a Mac (ie, expect more intercut footage, esp when dealing with video industry personalities).
As I said when the ads first started emerging, this "evolution" will be slow, but it will be there. Apple's message has long been that it makes the tool that people who can choose their own tools use. That applies to "everyday folks" in fairly small numbers relative to their PC-oid counterparts, but much more to people who run their own businesses or who are artistic in general. I expect that while we will see more and more "minor celeb" and then "major celeb" ads coming from the campaign, we'll also see more "real people" ads intermixed, to remind us that Apple's not "just" about celebrities and those with money, and that a Mac is waiting for you in your nearest Apple store.
As for not showing the OS X desktop in the ads ... Well, the "Jaws" school of thought (maybe we should call it the Jurrassic Park school of thought to sound more up-to-date) says that if you withhold the payoff in the teaser/ads, the emotional and psychological impact when that payoff is seen is that much greater. Yes, absolutely, OS X is the clincher of the "deal". I have yet to meet someone in real life (ie, not a message-board troll) who was not impressed with at least some aspect of OS X, and I know quite a few absolute Windows bigots. OS X is beautiful, but that beaty would not translate well to a 640x480 max resolution TV screen. It would not have nearly the same effect on TV as it does in real life, and if you "spoil" the effect in a stinkin' TV ad, you've just given away the money shot.
Of course, I'd also kinda like to see OS X and Windows side-by-side in an ad. I just don't think it fits with the Switch theme though (although I may be wrong).
Apple is really smart
Not showing technology is a very smart move by Apple. For starters no one believes what they see on tv any more, I've heard more people say after seeing the Intel ads from the last couple of years "right like a computer can really do that". Technology being displayed on TV is just not believable. Also the shelf life of the ad is increased by not actually showing real technology. In a year when we hear about how Janie saved Christmas, we won't be thinking do they even sell that model any more.
I've seen these ads with more people and afterwards I hear a discussion about Apple. The only thing I hear after one of those Dell ads is, boy I hate that kid.
The switch campaign is a huge sucess, maybe more than the "Think different" campaign.
Not showing technology is a very smart move by Apple. For starters no one believes what they see on tv any more, I've heard more people say after seeing the Intel ads from the last couple of years "right like a computer can really do that". Technology being displayed on TV is just not believable. Also the shelf life of the ad is increased by not actually showing real technology. In a year when we hear about how Janie saved Christmas, we won't be thinking do they even sell that model any more.
I've seen these ads with more people and afterwards I hear a discussion about Apple. The only thing I hear after one of those Dell ads is, boy I hate that kid.
The switch campaign is a huge sucess, maybe more than the "Think different" campaign.
madamimadam
macrumors 65816
Not to mention the fact that Tony is a SKATEBOARDER and he is talking about how he makes SKATEBOARD videos.
It is Tony talking to people about how a regular person (ie. non-video designer) can take video on a regular camera and edit it on their mac.
Skandranon, to help your collection, the artist is Aphex Twin (not Twins) and 73 Yips comes from the On EP and Milk Man comes from the Girl Boy EP.
MacBandit
macrumors 604
If you had watched the video closely which you obviously didn't. You would note that the skateboard video is of his son. This is video of which he has made at home on his own computer and was included in this Apple ad which is obviously incomplete not a fake. Please read what I previously posted on this not being a finished product and the quality and everything. This was probably a stolen advertisement. Apple probably provided Tony with a rough copy for his input and he showed it or emailed it to somebody to see what they thought and bingo here it is on the web.
What is it with the stupid music in the background that apple seem to persist with. Heres a trend setting bloke promoting a state-of-the-art sport and brand with this geeky, eerie music in the background. i love macs but cant hack that music!😕
I think the switch ads have been good for apple. Real people with real stories, not clouded with flashes of hardware or some other miracle technology that will simplify your life.
This Tony Hawk ad is only going to take it a little farther. Now someone whom actually has a fan following will be saying, "Hey I use a Mac and look at all the cool stuff I do."
This Tony Hawk ad is only going to take it a little farther. Now someone whom actually has a fan following will be saying, "Hey I use a Mac and look at all the cool stuff I do."
Yeah, the music should be, like, more bad-ass.
Also they should have more explosions and some kick-ass dudes doing hard-core stuff with their Macs, just like those Chevy truck commercials. Plus a really hot chick doing something sexy with a Powerbook, like defragging it or plugging in a USB device or some crap.
That would be so sweet.
jelloshotsrule
macrumors G3
madamimadam
macrumors 65816
Dude! If we could show an iMac hauling three tons of brick up a sheer rock wall, then pan out to show that the wall is really, like, you know, a big Intel sign or something, and then like (slather) the whole Intel sign crumbles to the ground and (hehe) the iMac is nuzzled by a babe in a bikini and, like (slobber) uh (pant) ...
Or we could just have special Switch ads from the cast and crew of Baywatch telling how their Macs made them cool ...
Or maybe a pool party where everyone's drinking latte's and iChatting with their TiBooks underwater and ...
Aw, whatever. We could make it really cool though.