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Apple Genius ads debut during Olympic opening ceremonies - Page 2

post #41 of 318
7/28/12 at 5:37am

I suspect the ads will have exactly the impact Apple wants (and that WE have been arguing for for years): remind people that Apple is more than iPhones and iPads; that one of their core products is a personal computer that isn't a PC.  How's long has it been since we saw an ad that ended with the word "Mac" instead of iSomething?

 

Apple has a reputation lately (completely undeserved of course) for being a big, bag corporation selling glitzy toys to sheep who are willing to overpay for the privilege of being just like everyone else.  Sorry, but that's one of the side effects of Apple going from a company that sells niche products that the general public doesn't appreciate to being the most ubiquitous brand in consumer electronics.  This series of ads is a nice, friendly reminder that the "it just works" magic of the iPhone/iPad has an analog on the "PC side"--and that a Mac isn't a PC.  You'd be amazed at the number of people who still don't understand that.  That "I got a computer that's just like a Mac" ad is exactly on that point.

 

Anyway, I doubt Apple uses this forum to evaluate and reassess their ad buys, so I'm confident that Apple will do fine with this campaign.

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post #42 of 318
7/28/12 at 5:41am
Quote:
Originally Posted by blackbook View Post

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.

I agree. You have to think about the purpose of the ads. ISTM that these ads rare intended to show that even 'old and uncool' people can use Macs, too and that they're not just for the young, hip crowd. I like the idea of pointing out the service the Genius Bar offers, but I don't think that was clearly conveyed - there's nothing in the ad that makes it clear that anyone can walk into an Apple Store and get free assistance with things like making a photo book.

Overall, I wasn't all that excited by the ads, but that's partially because I'm not in the target audience. I suspect that they'll be reasonably successful at achieving the objective (although I still preferred the Mac v PC ads).
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post #43 of 318
7/28/12 at 5:44am
How many people actually saw these ads? Do people even watch commercials any more these days?
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post #44 of 318
7/28/12 at 5:58am
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.

Guess what... there are TONS of users who can't do much on their computer outside of Facebook and email... regardless of platform.

Right this moment there is someone who wants to make a photo slideshow or movie on their Windows machine... but they can't. They have to download Windows Live Essentials first.

Yep... Windows Live Photo Gallery and Windows Live Movie Maker are optional downloads.

From Microsoft.com: "Looking for Windows Photo Gallery? It's not included in Windows 7. You can view and print your photos with Windows Photo Viewer. To edit them, you'll need to install Windows Live Photo Gallery or a program from another company."

Good job Microsoft.

The big takeaway from these ads is that Apple is there to help. The software is already installed on the Mac... all they need is assistance.

And there's nothing wrong with asking for help...
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post #45 of 318
7/28/12 at 6:17am
You can check my post history I've never said anything bad about apple, I like they are advertising the Mac, but these commercials are garbage. And frankly embarrassing, buying a Mac should be cool.
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post #46 of 318
7/28/12 at 6:23am
Quote:
Originally Posted by jragosta View Post

I like the idea of pointing out the service the Genius Bar offers, but I don't think that was clearly conveyed - there's nothing in the ad that makes it clear that anyone can walk into an Apple Store and get free assistance with things like making a photo book.

That's my only complaint with them. Knowing the level of service that Apple provides I couldn't see how that was remotely established so I don't see how average PC user would jump to that conclusion. Perhaps I'm expecting more from the ad than they intended but I don't think it should be that Macs can do stuff but that Apple is always right there to help you learn to do stuff.

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post #47 of 318
7/28/12 at 6:28am
Quote:
Originally Posted by Sector7G View Post

You can check my post history I've never said anything bad about apple, I like they are advertising the Mac, but these commercials are garbage. And frankly embarrassing, buying a Mac should be cool.

One thing I've learned over the years is that effective ads are ones the non-target audience tend to hate. If this thread gets 150 posts by noon PT I'll say it's a victory for the ads. The Verge has over 700 comments on their blog.

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post #48 of 318
7/28/12 at 6:37am

Did not like. Not even remotely. I expect better from Apple.

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post #49 of 318
7/28/12 at 6:43am
Good to see Ferris is back. I sorta get the services and Genius angle, but these ads lack punch. I'm not looking forward to seeing them again. They do imply that Apple's iApps are difficult to use.

Wifey having a baby, time to panic! was a worn out idea when I Love Lucy was a hit.

Quick, give me the catchy tag line for this campaign..........

1984
Think Different
I'm a Mac. I'm a PC.

My initial reaction could be summed up with iCringe.
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post #50 of 318
7/28/12 at 6:52am

No. My favorite Apple Genius is named "Thor" and has tats and facial piercings. Seriously good at what he does though.

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post #51 of 318
7/28/12 at 6:54am
Quote:
Originally Posted by SolipsismX View Post


One thing I've learned over the years is that effective ads are ones the non-target audience tend to hate. If this thread gets 150 posts by noon PT I'll say it's a victory for the ads. The Verge has over 700 comments on their blog.

 

Exactly.
 
I think the only market research that Apple needs to do is come to one of these forums, make notes, then do the exact opposite of whatever people are demanding.
 
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post #52 of 318
7/28/12 at 7:02am
I enjoyed the ads.

As an aside:

I find it weirdly upsetting that Romney is in London attending the Olympics while Obama is home campaigning. It's as if the contender is off playing while the President of United States had to stay behind and work – it's a little demeaning.

Please don't read any political overtones into this -- it's just the position of contender versus the office of the president.
"So at the end of the presentation, Steve came up to me and said: Is the iPhone worth criticizing? And I said: Make the screen five inches by eight inches, and you’ll rule the world."
– Alan Kay –
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"So at the end of the presentation, Steve came up to me and said: Is the iPhone worth criticizing? And I said: Make the screen five inches by eight inches, and you’ll rule the world."
– Alan Kay –
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post #53 of 318
7/28/12 at 7:05am
Quote:
Originally Posted by Sector7G View Post

You can check my post history I've never said anything bad about apple, I like they are advertising the Mac, but these commercials are garbage. And frankly embarrassing, buying a Mac should be cool.

All the cool people are already buying Macs. :-)

You apparently don't understand advertising. You target an ad at the audience you're trying to reach. In this case, the target audience is clearly the average suburban middle aged computer user. The ad will probably be quite effective with them (other than, as I already stated, the failure to mention that you can get free access to the Genius if you buy a Mac - but maybe that will be in future ads).
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post #54 of 318
7/28/12 at 7:12am
Quote:
Originally Posted by SolipsismX View Post

That's my only complaint with them. Knowing the level of service that Apple provides I couldn't see how that was remotely established so I don't see how average PC user would jump to that conclusion. Perhaps I'm expecting more from the ad than they intended but I don't think it should be that Macs can do stuff but that Apple is always right there to help you learn to do stuff.

How do you establish Apple's excellent level of genius service and support in a 30 second ad?

Maybe the plan is to plant a few seeds along the way and then tie it all together in the final reel.

But it will be difficult to get the message across without browbeating you with it.
"So at the end of the presentation, Steve came up to me and said: Is the iPhone worth criticizing? And I said: Make the screen five inches by eight inches, and you’ll rule the world."
– Alan Kay –
Reply
"So at the end of the presentation, Steve came up to me and said: Is the iPhone worth criticizing? And I said: Make the screen five inches by eight inches, and you’ll rule the world."
– Alan Kay –
Reply
post #55 of 318
7/28/12 at 7:31am
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?

Lost SJ. RIP
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post #56 of 318
7/28/12 at 7:32am

Very Lame! Apple should pull these ads immediately. This is something Microsoft would do.

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post #57 of 318
7/28/12 at 7:43am
Quote:
Originally Posted by Dick Applebaum View Post

How do you establish Apple's excellent level of genius service and support in a 30 second ad?
Maybe the plan is to plant a few seeds along the way and then tie it all together in the final reel.
But it will be difficult to get the message across without browbeating you with it.

Not easily which, to me, means they should be direct. I expect hope that future Genius ads are more direct about what that offers you in terms of being a Mac owner.

Customer: Can you help with my Mac.
Genius: Yes! All Mac users get unlimited Apple Genius support with their Mac purchase. We even have free Creative workshops to help you learn to use your built-in apps like a professional.

Surely there are posters that will beat down my example but it's just the first that came to mind and I'm not going to refine it anymore that it is. The point is that Apple can should pound this in to let all Windows users know that switching to Mac has benefits that are not only well above every what any other OEM or retailer can offer but a way to make you a better PC user and save you money in the long run.

"Blank! BLANK! You're not looking at the big picture!"

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post #58 of 318
7/28/12 at 7:47am
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.

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.
Hmmmm .... Don't quit your day job.

Newbee says:  Using a Mac "inspires" you, using all others just ... tires you.  

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Newbee says:  Using a Mac "inspires" you, using all others just ... tires you.  

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post #59 of 318
7/28/12 at 8:00am
Quote:
Originally Posted by davestall View Post

Did Apple loose their marketing people?

no, they're still tight.

Newbee says:  Using a Mac "inspires" you, using all others just ... tires you.  

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post #60 of 318
7/28/12 at 8:00am
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.

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.

Here is my problem with your ideas...

1) Just going to an Apple Store doesn't resolve any issues for potential Mac users. Regardless of how much you hate Windows and their OEMs and love Mac and OS X there is a learning curve. It is a different OS with a different way of doing things. Taking 17 years of Windows and teaching a user how to do it a different way isn't easy, even if that new way is much easier. Imagine being an American adult and trying to learn Chinese. Is it really that tough? Chinese children learn it just fine. What Apple needs to do is to show that once you buy a Mac you are left hanging or paying for expensive help when you need a little direction. Rule of thumb: If it's harder to do on a Mac than in Windows then you're doing it wrong.

2) Don't dhow the competitors product except under certain circumstances. For instance, despite years of showing Get A Mac ads, which show a person instead of PC, they always just used the term "PC" until Vista was such a market failure that it behooved them to mentioned the name in ads.

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post #61 of 318
7/28/12 at 8:01am
Yes

He seems joyful and happy to help people.
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post #62 of 318
7/28/12 at 8:12am
Quote:
Originally Posted by VTrain View Post

Not a fan of the ads.

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

In the second that would a Sales Person. Specialist is the term they use as I recall.

So I have to give a thumbs down for lumping everyone under 'Genius' cause that's bad info.

Unless this is meant to introduce a new plan to call all Apple workers 'Geniuses'
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post #63 of 318
7/28/12 at 8:17am
Quote:
Originally Posted by Just_Me View Post

Lost SJ. RIP
Yes because only great things happened under Steve's watch. /s If anything is hurting Apple win the loss of Steve it's they don't have a great pitch man, someone that could sell you something whether you wanted it or needed it or not. Tim Cook, Scott Forstsll and Phil Schiller can't do that the way Steve could. And someone like Jony Ive clearly doesn't want to be on stage in the limelight. There isn't anything Apple can do about this - Tim Cook is who he is and him trying to be more like Steve would probably be even worse. And Cook admitted he spends little time on the things Steve spent most of his time on (design and marketing). I'm not as worried on the design side as I think Jony and the ID team know what they're doing (and he and Steve thought very much a like), but on marketing I'm not so sure with Phil Schiller. The focus on Siri in the iPhone ads (when they still say its a beta product), the iPad 4G mess in Europe and Australia and these ads don't give me a lot of confidence.
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post #64 of 318
7/28/12 at 8:18am
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.

They are aiming these at the general audience who looks at flashy ads of hip and cool stuff and think its too hip for them. Those type of folks just need info, not flash.

It's the audience that makes me thumbs down the ads because those are the folks that will take that use of Genius literally and will get pissed when they come in to buy something or ask a really basic question and when they say they need to see a genius they will be told they need n appointment, which might be the next day. Only to have the Genius say anyone could have helped them, no appointment needed
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post #65 of 318
7/28/12 at 8:20am
Quote:
Originally Posted by SolipsismX View Post

Not easily which, to me, means they should be direct. I expect hope that future Genius ads are more direct about what that offers you in terms of being a Mac owner.
Customer: Can you help with my Mac.
Genius: Yes! All Mac users get unlimited Apple Genius support with their Mac purchase. We even have free Creative workshops to help you learn to use your built-in apps like a professional.
Surely there are posters that will beat down my example but it's just the first that came to mind and I'm not going to refine it anymore that it is. The point is that Apple can should pound this in to let all Windows users know that switching to Mac has benefits that are not only well above every what any other OEM or retailer can offer but a way to make you a better PC user and save you money in the long run.

IMHO, an effective commercial is one that does not " pound" you with info, but rather gives you a reason to keep watching. Telling a brief story, with a common theme, is the best way I know of to cope with the average viewer's limited attention span and to do it over several spots is more effective, which is why I think these ads will work.

Newbee says:  Using a Mac "inspires" you, using all others just ... tires you.  

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post #66 of 318
7/28/12 at 8:21am
Originally Posted by Rogifan View Post
Apple is doomed.

 

Simplified that for you.

PhilBoogie
That's Google alright. For a stupid company they sure do dumb things.
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PhilBoogie
That's Google alright. For a stupid company they sure do dumb things.
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post #67 of 318
7/28/12 at 8:21am
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.

-100 on this. You don't know that Steve would have dissed this. He could have come up with the idea for all we know.

So be respectful enough to not speak for Mr Jobs and try to make your opinion his
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post #68 of 318
7/28/12 at 8:23am
Quote:
Originally Posted by Jason Salvador View Post

I love Apple but these ads are horrid. Do not like. 1frown.gif

 

They aren't for you. The purpose of ads are to get the non lovers
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post #69 of 318
7/28/12 at 8:24am
Quote:
Originally Posted by charlituna View Post

So I have to give a thumbs down for lumping everyone under 'Genius' cause that's bad info.
Unless this is meant to introduce a new plan to call all Apple workers 'Geniuses'

I can see how that it's technically accurate but people know the term Genius, they don't know Creative or any other variation of the employees at an Apple Store. I bet many think Genius also refers to the standard retail employees.

This is simply not something I'd question the way I don't correct people when they refer to their entire PC as a CPU or HDD.

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post #70 of 318
7/28/12 at 8:24am
Quote:
Originally Posted by tooltalk View Post

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

Is Apple a corporate sponsor? 

Not everyone that shows tv ads during an event are sponsors, regardless of the event
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post #71 of 318
7/28/12 at 8:25am
Originally Posted by charlituna View Post
They aren't for you. The purpose of ads are to get the non lovers

 

That's right, isn't it? Not the non-users, the non-lovers… I see.

PhilBoogie
That's Google alright. For a stupid company they sure do dumb things.
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PhilBoogie
That's Google alright. For a stupid company they sure do dumb things.
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post #72 of 318
7/28/12 at 8:26am
Quote:
Originally Posted by Rogifan View Post

Yes because only great things happened under Steve's watch. /s

Didn't that guy talk crap about Jobs when he was alive and now that he's dead he's moved his goal posts to suggest that Apple was only successful because of Jobs?

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post #73 of 318
7/28/12 at 8:33am

Apple ads have lost their cachet.

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post #74 of 318
7/28/12 at 8:33am

Almost all my friends (20-30 demographic) think the spots are funny, like the Matthew Brodericky guy and that he sleeps with his genius tag on and  like what the spot promotes....help (sales pitch is not too strong nor details too many) with a sense of humor.  Me too. This is about marketing to the general public and a lot of comments about how to make it more accurate, how to make it more sophisticated, how much SJ would never do this, all seem a bit over controlling, to me, at least.

 

It seems a lot of people have their identity tied up with Apple and if an ad seems outrageous or "tasteless" to them, they are shocked and upset. People have deconstructed this series to the point of ad nauseam, but like a very old jokester said, if you're totally lost in the woods just start telling a joke and some sob will come out of nowhere to tell you why it's not funny.

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post #75 of 318
7/28/12 at 8:38am
Quote:
Originally Posted by charlituna View Post


They are aiming these at the general audience who looks at flashy ads of hip and cool stuff and think its too hip for them. Those type of folks just need info, not flash.
It's the audience that makes me thumbs down the ads because those are the folks that will take that use of Genius literally and will get pissed when they come in to buy something or ask a really basic question and when they say they need to see a genius they will be told they need n appointment, which might be the next day. Only to have the Genius say anyone could have helped them, no appointment needed

 

Yeah, but every Apple retail employee can answer basic questions about all the Apple products and demo them (the products and the answers) -- unlike the retail employees in big box stores... who will say whatever comes to mind so they can move on.

 

As a former owner of retail computer stores: the advertising is responsible for getting the person into the store -- it is up to the store representatives (all of them) to make the sale and to create a repeat customer (and reference customer) by providing the necessary service and support.


Edited by Dick Applebaum - 7/28/12 at 8:45am
"So at the end of the presentation, Steve came up to me and said: Is the iPhone worth criticizing? And I said: Make the screen five inches by eight inches, and you’ll rule the world."
– Alan Kay –
Reply
"So at the end of the presentation, Steve came up to me and said: Is the iPhone worth criticizing? And I said: Make the screen five inches by eight inches, and you’ll rule the world."
– Alan Kay –
Reply
post #76 of 318
7/28/12 at 8:38am
I'm quizzically wondering how the initial Get A Mac ads were received. I'm guessing plenty of forum posters had the same dismissive attitude towards them and yet I doubt anyone can say it was an ineffective campaign.

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post #77 of 318
7/28/12 at 8:38am
Fun, cute ads, I'm sure they'll do well.
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post #78 of 318
7/28/12 at 8:41am
Originally Posted by SolipsismX View Post
I'm quizzically wondering how the initial Get A Mac ads were received. I'm guessing plenty of forum posters had the same dismissive attitude towards them and yet I doubt anyone can say it was an ineffective campaign.

 

"Get a Mac? Ha! Get a clue, Apple!"

PhilBoogie
That's Google alright. For a stupid company they sure do dumb things.
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PhilBoogie
That's Google alright. For a stupid company they sure do dumb things.
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post #79 of 318
7/28/12 at 8:43am
Quote:
Originally Posted by SolipsismX View Post

Didn't that guy talk crap about Jobs when he was alive and now that he's dead he's moved his goal posts to suggest that Apple was only successful because of Jobs?
We see that so much now. People bitched when Steve was around, but now it's as if all that is forgotten and everything under his watch was great.
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post #80 of 318
7/28/12 at 8:45am

These ads are great.  I'm glad to see they're bringing the humor back.  Their ads haven't been funny since "I'm a Mac/I'm a PC"

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