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Apple Genius ads debut during Olympic opening ceremonies

post #1 of 318
Thread Starter 
Three new Apple commercials aired during television coverage of the 2012 Olympic Games in London's opening ceremonies on Friday night, each of which starred the same Apple Genius character in what could be the kickoff to a new ad campaign.

In the new TV spots, the services of an Apple Genius are called upon in three different outlandish situations: an airplane on final approach, a hotdog stand and an apartment where his neighbor's wife has just given birth.

Each of the short vignettes highlights, in a humorous way, the knowledge of the Apple Genius and alludes to the various products being used like iPhoto, Keynote and in one particularly amusing ad the new iOS Cards app.

Unlike many recent Apple commercials lack catchy indie tunes and product close-ups, but instead feature a central character and short storyline. While the Siri campaign uses famous pop-culture icons, the spots aired on Friday introduce a new face in the "Apple Genius" and focus more on services and software rather than hardware.

The commercials, as described by Apple on the company's YouTube channel:




"Mayday"
An Apple Genius shows a fellow passenger how easy it is to make great home movies with iMovie.
All before the tray tables are returned to their upright position.


"Basically"
An Apple Genius points out there are a lot of things that separate a Mac
from an ordinary computer, like great apps that come built in.


"Labor Day"
An Apple Genius shows a soon-to-be father all the amazing things he can make with iPhoto.


The "Apple Genius" TV spots harken back to the "Get a Mac" campaign created by ad agency TBWA\Media Arts Lab where actor Justin Long was cast as the human embodiment of a Mac while John Hodgman played a PC in a series of comical comparisons between the two computer platforms. TBWA is perhaps best known for its work with Chiat\Day on Apple's "1984" TV commercial which ran during another big sporting event, Super Bowl XVIII.
post #2 of 318
Okay, so did they fire their old advertising agency?? Not digging their new format...
post #3 of 318

I'm curious if anyone else also thinks the "Genius" guy kinda looks like a young Matthew Broderick.

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post #4 of 318

Not a fan of the ads.

 

Also, the character in the ads is a Creative, not a Genius.

post #5 of 318
Quote:
Originally Posted by waybacmac View Post


Indeed, looks like him. And whether you like the ads or not, the kid is spontaneous, looks authentic. Good actor.
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post #6 of 318

Are all Apple Geniuses so nerdy looking? 


Edited by Lebensmuede - 7/28/12 at 12:18am
post #7 of 318
Quote:
Originally Posted by Lebensmuede View Post

Are all Apple Geniuses so nerdy looking? 

Jealous much...

post #8 of 318

I have got to admit that I liked the ads. However, just imagine where the (insanely jealous) spoofs will take them!

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post #9 of 318

I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.

 

It's not freaking complicated, just show an exasperated 'average consumer', at unflattering camera angles, who is at his wits end being overcharged from a big box store to replace the hard drive that crashed without warning. Then show a calm, unflustered apple customer breathe a sigh or relief as he approaches and visualizes a beautiful apple store, then flash to him checking in to his genius appointment on his iPhone, then flash to a smiling Apple Genius taking his computer saying, "don't worry, you're still under the free apple care, we'll handle it from here and email you when it's ready."

 

Or, alternatively:

 

Frustrated windows user goes to big box store because his computer keeps crashing due to bloatware and viruses, can't get help. Flash to new mac user sitting in apple store next to Apple Genius saying, "I'm having a great time with my mac so far, but I think I need help making this video." Show quick screen demo about how easy it is to make a movie clip.

   

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post #10 of 318
Quote:
Originally Posted by PatchyThePirate View Post

I rarely find fault with Apple (I like the SIRI ads they're doing), but these new ads are so terrible they nearly made me cringe. Unless for some bizarre reason they scored really high on consumer test groups, I hope Apple pulls these ASAP!! They're strangely cocky yet obnoxiously campy and tacky, with almost none of the 'genuineness' that is a hallmark of Apple's marketing and products.

I quite like the ads, and I suspect that most people will.  They are all about showing all of the great things that the Apple geniuses can do for you.  They go way beyond helping with repairs, they actually help you do all of the stuff that you want to, without having to listen to some lame ass IT jag-off talk down to you like you're a moron.

 

The ads convey that pretty well IMHO.

post #11 of 318

I dunno...I cringed a bit, particularly when I saw the "Labor Day" one...although I thought "Basically" was okay.  I also wonder if they've hired a new ad agency.  I don't think they're bad, but they just don't seem "Apple unique".  Apple has a lot of stores but a majority of the public has still never stepped inside one so I'm not sure the average viewer would really recognize the character either.   I wonder if Steve would have liked them?  Not that his taste was perfect, but...

 

I still miss Mac Vs PC...

 

post #12 of 318
Ugh, each year their ads get blander and cheesier. These are the worst yet. It's like they went out of their way to make them as generic and uninteresting as possible. Apple is going to lose its status as hip and cool if they continue with this crap.
post #13 of 318

Embarrassing. Don't know how else to put it.

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post #14 of 318

Did anyone else notice all the iPhones being used by the athletes as they marched around the stadium?

 

I'll bet it pissed one of the major sponsors off, some South Korean company that specialises in photocopying and washing machines.

 

;P

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post #15 of 318

After watching an ad on the flight, I have an impression that it wants to show that either all Apple users are dumb or apps too difficult to understand.

Do not like this campaign.

post #16 of 318

I liked them. Though borderline.

post #17 of 318
Quote:
Originally Posted by hill60 View Post

Did anyone else notice all the iPhones being used by the athletes as they marched around the stadium?

 

 

Yeah, spotted that :) 

post #18 of 318

I know I should be adding to this discussion about the adverts ... but, does anyone else think that guy is super cute?

 

 .... I am human after all  lol.gif

post #19 of 318
Quote:
Originally Posted by austinguy23 View Post

Ugh, each year their ads get blander and cheesier. These are the worst yet. It's like they went out of their way to make them as generic and uninteresting as possible. Apple is going to lose its status as hip and cool if they continue with this crap.
I agree the ad was cheesy but I dont think it will make people think Apple is no longer "hip and cool".

This ad in particular will probably do the opposite. A young fresh looking Apple worker that people can relate too versus an ad featuring features or another celebrity ad. This one may actually hit closer to home for some people and that likability could translate into people not feeling intimidated by Mac products any longer.
post #20 of 318

These advertisements are terrible. I wish Steve Jobs was still alive. This is what happens when you put that moron Phil Schiller in charge of running ads, without Steve Jobs to keep him in check.

post #21 of 318
Quote:
Originally Posted by austinguy23 View Post

Ugh, each year their ads get blander and cheesier. These are the worst yet. It's like they went out of their way to make them as generic and uninteresting as possible. Apple is going to lose its status as hip and cool if they continue with this crap.

Nah.  You're just getting old.

post #22 of 318
Quote:
Originally Posted by Lochias View Post

Nah.  You're just getting old.

Agreed. It seems that unless Apple ads are snarky and trying to put a thumb in someone's eye they are bland and unimaginative. I think these are fine. Not over the top nor do they have a: "my computer is better than your computer" vibe... I think this will resonate with people better than the smug, attitudinal ads that Apple used to run.

post #23 of 318

The ads were funny but really didn't showcase the products. One had the genius helping someone do some tasks. Showing someone not being able to figure out how to operate a program and then having another person need help with a Keynote doesn't really demonstrate simplicity or ease of use. 

 

The one with the guy on the street was closer to a beneficial ad where it at least mentioned features that come with an Apple computer.

 

The guy needing to know how to make photo albums was another one where someone was needing help with how to use the program. If he already knew about how simple it was and about the built in features then he wouldn't be asking such questions.

 

The better way to approach these ads would be showing someone who doesn't already have a Mac the possibilities that are open to Mac users. Showing Windows owners how easy it is to create things on the Mac platform that are difficult to do on a Windows machine would be another method of showing superiority.

 

It is true that the geniuses are there to answer questions. They should be answering questions about benefits not shown helping people to use their computers that aren't understood. Let the real geniuses do that.

 

These ads might have seemed interesting and memorable to test audiences. I was part of a group that was surveyed regarding TV shows and advertisements. The main thing they were concerned about was if we remembered the ads, not what we thought about them. The same criteria was used regarding the pilot episodes for TV shows. These ads were probably tested in similar circumstances. Perhaps memorability and brand recognition are more important than the information in the ads.

post #24 of 318

The new apple ad looks like the one who made Best Buy ad. Apple becomes geek squad??

post #25 of 318
Oh no... I'm afraid I'm going to have to go with a "thumbs down" on the entire series.

The ads, while all well acted (the kid is good)... are trying to "convey" too much and too many of the points that Apple embodies in their products.... but forgetting the most basic principle of all:

KISS -- Keep It Simple Sam (Sucker, Stupid, whatever....). The "message" is "muddy".... clean it up!

PS. Yes, I'm "old"... but.............. to h*** with it... I'll just leave it at that.
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post #26 of 318
These ads work because it shows that Mac users, note they didn't focus on any other product Apple makes, can get assistance with anything from Apple. This is powerful because it's not a list of specs that will make people jump from a WinPC to a Mac, but knowing someone will able to assist them when they transition from platform to another.

I've been saying every since the details of Win8 were leaked that Apple needs to have a new Mac campaign to pull users from Windows PCs to the Mac. The iPad is doing its part but this should help even more. These are only indirectly Mac ads as the focus is on the assistance but I think the message is clear, and I think it's a good one.

The only change I'd make is mentioning how how the Genius Bar is free. Letting people know that Apple Genius support is part of your Mac people purchase is something I'd push. Why? Because people are afraid of this will happen...




PS: I see some of you seem to think such people are stupid if don't understand everything about a platform before touching it but you're the ones being stupid.
Edited by SolipsismX - 7/28/12 at 4:26am

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post #27 of 318
These are the first Apple Ads that I don't like.
I hope they are short lived.
Go AAPL!
post #28 of 318

I love Apple but these ads are horrid. Do not like. :(
 

post #29 of 318
Quote:
Originally Posted by scotty321 View Post

These advertisements are terrible. I wish Steve Jobs was still alive. This is what happens when you put that moron Phil Schiller in charge of running ads, without Steve Jobs to keep him in check.
Yes because I'm sure you'd be able to do a better job than that "moron". Seriously people need to get over themselves.
post #30 of 318
I like it..

It's different from all the ads they had in the past. They're selling their people and service this time and not really their product.

Highlights and recognizes another important part of Apple's success, their Apple Store employees.

Says a lot about how Apple treats its customers..there to help you.

I'm sure their retail employees love the ad because for the first time, Apple brags about them.
post #31 of 318
Quote:
Originally Posted by Munas View Post

After watching an ad on the flight, I have an impression that it wants to show that either all Apple users are dumb or apps too difficult to understand.

Do not like this campaign.

Haha, exactly. Terrible commercial.

LOL people should just enjoy whatever phone they prefer and stop being d-bags about other phones they don't use. Fanboys are pathetic, regardless of whether they are Android or Apple ones.
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LOL people should just enjoy whatever phone they prefer and stop being d-bags about other phones they don't use. Fanboys are pathetic, regardless of whether they are Android or Apple ones.
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post #32 of 318

I don't quite understand.. What's Apple got to do with 2012 London Olympic?   

 

Is Apple a corporate sponsor? 

post #33 of 318

Did Apple loose their marketing people?

 

The take away from these spots is that mac users are idiots who cant figure out how to do the most basic things.  Who is this supposed to attract?

post #34 of 318
I agree with what someone said up above these are more Creative solutions than Genius solutions.
post #35 of 318
While inoffensive, I doubt these ads will have the desired result. Mac's are supposed to be easy to use: remember the "it just works" moniker? So although, as most level headed people realise, people do need help with different aspects of their computing life, these ads will be open fodder for those who will insist that Mac's are anything but intuitive.
post #36 of 318
Quote:
Originally Posted by SolipsismX View Post

These ads work because it shows that Mac users, note they didn't focus on any other product Apple makes, can get assistance with anything from Apple. This is powerful because it's not a list of specs that will make people jump from a WinPC to a Mac, but knowing someone will able to assist them when they transition from platform to another.
I've been saying every since the details of Win8 were leaked that Apple needs to have a new Mac campaign to pull users from Windows PCs to the Mac. The iPad is doing its part but this should help even more. These are only indirectly Mac ads as the focus is on the assistance but I think the message is clear, and I think it's a good one.
The only change I'd make is mentioning how how the Genius Bar is free. Letting people know that Apple Genius support is part of your Mac people purchase is something I'd push. Why? Because people are afraid of this will happen...
PS: I see some of you seem to think such people are stupid if don't understand everything about a platform before touching it but you're the ones being stupid.

Thematically they're fine, but the "Labor Day" ad I saw was horribly cast/acted, straining to be clever, but awkward as hell...

post #37 of 318
Quote:
Originally Posted by davestall View Post

Did Apple loose their marketing people?

The take away from these spots is that mac users are idiots who cant figure out how to do the most basic things.  Who is this supposed to attract?

Pretty much everyone that uses a PC will be attracted by this. It's unbelievable to me is that you assume if one doesn't possess the same knowledge about a Mac that you do that they must be idiot. I don't know Final Cut or Photoshop. I'm sure I could learn if I had the need but I don't. If that need ever arises I am sure I'd have people assisting me in learning, even if that meant googling answering, reading books or taking course.

All these ads show is that Macs aren't an island PC. They show that when you buy a Mac you are pushed out the door with your purchase and forgotten. This is a key factor that makes Macs a better option over WinPCs. This is something other vendors and retailers can't compete with Apple because they don't have the resources for it. You're not an idiot for not knowing everything about computers, you're just like everyone else.

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post #38 of 318
Quote:
Originally Posted by A Grain of Salt View Post

While inoffensive, I doubt these ads will have the desired result. Mac's are supposed to be easy to use: remember the "it just works" moniker? So although, as most level headed people realise, people do need help with different aspects of their computing life, these ads will be open fodder for those who will insist that Mac's are anything but intuitive.

How do you jump from "It just works" to assuming any user can do anything on a complete new OS with new apps? It does refer to the user, it refers to the Mac. One could argue that the Mac just works so the user can spend more time learning and using productively apps instead of fiddling with settings. There is still a learning curve with a new OS and new apps. Mac OS isn't self aware nor clairvoyant.

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post #39 of 318
It is as if the Apple ads have been Samsunged. 1smile.gif

Seriously, I think the ads are fine. They are still better than the best effort of competitors. Also, the story and comedy in the ads will make people stay and watch to see what will happen next. They are also trying to appeal to the youth market. Finally, one of Apple's greatest differentiators is their unmatched service after the sale. No one else dares advertise service. Apple is the only company in the tech industry that can, IMO.
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post #40 of 318
Quote:
Originally Posted by Mac Voyer View Post

They are also trying to appeal to the youth market.

I saw that the other way. With the Get A Mac and Think Different campaigns they seemed to be appealing to youths. Quite effectively when you look at the Mac penetration at colleges.

With these ads it's "adults" that need assistance. Successful looking people with families that use computers, need computers but want to spend as much time learning fix them as most automobile drivers want to learn about fixing their cars. They want to create something, they know their Mac can do it, but they need some guidance on how to do it.

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"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

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