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Apple fully abandons disliked 'Genius' TV ads

post #1 of 51
Thread Starter 
Apple has completely moved on from its short-lived "Genius" television ads by removing them from both its official website and the company's official YouTube account.

The "Genius" advertisements, which featured Apple's retail support employees assisting troubled Mac users, debuted during the Summer Olympics, but stopped airing soon after. The ads were a stark contrast from Apple's more recent advertisements, which feature minimal human interaction.

After the "Genius" ads debuted, many panned the effort as below Apple's standards, and felt the commercials portrayed customers as incompetent and confused by Apple's products. A spokesperson for TBWA/Media/Arts Lab, Apple's ad agency, said earlier this month that the commercials were only intended for a "first run" during the opening weekend of the Olympics.

Though the commercials were no longer airing on television, they remained available for the past few weeks on Apple's official website and its YouTube account before disappearing this week. The removal of the videos was first noted on Wednesday by MacRumors.



A total of three "Genius" ads showed the retail employees called upon in outlandish situations: an airplane on final approach (entitled "Mayday"), a hot dog stand (called "Basically"), and an apartment where the Geniuses' wife has just given birth (dubbed "Labor Day"). Each of the short vignettes attempted to highlight in a humorous way the knowledge of the employee, and would allude to various products being used, such as iPhoto, Keynote, and the Cards application for iOS.
post #2 of 51

Great.  Now if they'd just fire that new SVP of Retail, Apple could get back to being Apple.

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post #3 of 51

Good riddance.   

post #4 of 51

No doubt.

post #5 of 51

Out of curiosity, which VP got to approve these?  Was it Schiller in Marketing, or Browett in Retail Sales?

 

Anyone out there have an Apple org chart—not a guess, but an actual org chart?  Were these to turn out to be a Browett choice, coupled with the latest staffing snafu, I'd say we have an internal hiring disaster surpassing l'affair Papermaster.

 

 

 

When the facts change, I change my mind. What pray tell do you do, sir? 

 

—Justice Oliver Wendell Holmes

 
 
 
 
 
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When the facts change, I change my mind. What pray tell do you do, sir? 

 

—Justice Oliver Wendell Holmes

 
 
 
 
 
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post #6 of 51
Quote:
Originally Posted by John.B View Post

Great.  Now if they'd just fire that new SVP of Retail, Apple could get back to being Apple.

Agreed

post #7 of 51

Too bad. I liked them. The genius guy was cute, too!

post #8 of 51

awww but he was so cute! These ads really aren't nearly as bad as people say, they aren't exactly up to apple standards, but that doesn't make them terrible

post #9 of 51

Good. They were quite un-Apple and had none of the usual Apple "culture" in them. They didn't evoke a sense of class and style. 

post #10 of 51

I didn't think the ads were that great, and they certainly did not (imho) live up to what I think Apple's quality should be.  I'm glad they removed it.  In the end, Apple needs slip-ups like these in order to stay alert and know which course NOT to take.

Did they hire a new advertising firm or is the same one that did the other really good commercials??

post #11 of 51

Thank Cheezus, This kind of ad I would expect from Best Buy, not Apple.

post #12 of 51

Someone listened.

 

Thanks, Apple.

 

As John B. said, now the retail guy.....

post #13 of 51

They looked more like something Dell would make and I thought Dell did it better before they fire Steven. I liked Steven, even though I hate Dell lol..

post #14 of 51

John Browett probably had his dirty hands all over these ads, now he needs to come forward and admit messing up again.


Apple retail boss Browett admits 'messing up' over store changes

http://www.retail-week.com/5039937.article

post #15 of 51
Quote:
Originally Posted by simtub View Post

John Browett probably had his dirty hands all over these ads, now he needs to come forward and admit messing up again.


Apple retail boss Browett admits 'messing up' over store changes

http://www.retail-week.com/5039937.article

 

I'm pretty sure the head of retail has little input on Apple's TV advertising.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #16 of 51
Quote:
Originally Posted by Quadra 610 View Post

Good. They were quite un-Apple and had none of the usual Apple "culture" in them. They didn't evoke a sense of class and style. 

Bingo! I thought I read something that they reminded him of "Best Buy" advertising. Ugh! :)

post #17 of 51
Quote:
Originally Posted by thejameskyle View Post

awww but he was so cute! These ads really aren't nearly as bad as people say, they aren't exactly up to apple standards, but that doesn't make them terrible

Quote:
Originally Posted by Jozsoo View Post

Too bad. I liked them. The genius guy was cute, too!

Cute- but awful for apple.

Let's make a cute way to help people when they are having problems? I thought apples whole strategy is that you rarely need help because you rarely (if ever) have problems.

It just works is a much better strategy. And actually more accurate.

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post #18 of 51

I know we're not supposed to compare Steve to Tim, but I think it's safe to say these ads are the best example of something Steve Jobs probably would have rejected!

post #19 of 51
Quote:
Originally Posted by Andysol View Post


Cute- but awful for apple.
Let's make a cute way to help people when they are having problems? I thought apples whole strategy is that you rarely need help because you rarely (if ever) have problems.
It just works is a much better strategy. And actually more accurate.

 

I have to agree with you. Sure the Geniuses are great, but they should be left as a benefit experienced, not advertised. For a company whose pillars are simplicity and "it just works" it's foolish to spotlight an employee whose primary role is to help you because something is confusing or something went wrong. These ads were a self-inflicted wound that Apple can absorb once or twice, but heaven help them if Tim doesn't know how to prevent from making this kind of advertising mistake again. 

post #20 of 51

It's sad that these commercial even aired.  When Steve said they shouldn't try to think like him, they shouldn't have listened.

post #21 of 51
Quote:
Originally Posted by AppleInsider View Post

<snip> A spokesperson for TBWA/Media/Arts Lab, Apple's ad agency...
 

 

Maybe someone at, or even TBWA entirely needs to be fired?

post #22 of 51

These are just tacky. They focus on an almost cartoon like Apple employee to advertise service as opposed to focusing on the product with service as a supporting feature. I just find it to be a weird approach overall.

post #23 of 51

At least Apple moves (usually) quickly when they trip over themselves....  ...unlike say, MS, which somehow still has Steve Ballmer in the big chair despite hundreds of missteps, major and minor, over the years.....

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post #24 of 51
Quote:
Originally Posted by SpamSandwich View Post

 

I'm pretty sure the head of retail has little input on Apple's TV advertising.

 

Quote:
Originally Posted by c4rlob View Post

I know we're not supposed to compare Steve to Tim, but I think it's safe to say these ads are the best example of something Steve Jobs probably would have rejected!

 

I thought of the "Genius" ads that they pointed out "one more way" Apple was different from the competition and played up an important aspect of the retail stores. Because of this, John Browett may well have requested these advertisements. While the ads were stinkers in some ways, was the 50,000 customers a day being helped by Apple genii a result of these ads? Or is the recent revelation that so many customers are helped each day a continuation of the focus on this unique and important part of the Apple ecosystem???

 

Most important, in my mind, is that Apple is willing to try new things and is not locked too tightly into a ""What would Steve do?" mindset. Making safe, brief forays outside of the way things were done is a good healthy sign of a live and vibrant corporate culture.

post #25 of 51

They weren't bad ads, and more importantly they were Mac ads.  I'm glad Apple used a tiny fraction of their massive ad budget to pitch something other then iPads and iPhones.  I wouldn't be surprised if we see no Mac TV ads in the next 3 months (or longer), and that would be a shame.  I'd prefer they keep these ads in rotation over a Macless alternative (ok, except for that baby-on-the-way one; that was a dude).

post #26 of 51

Tim Cook said after Jobs death that there will be no changes at Apple.

 

So if Steve Jobs micro manages everything, he also micro manages also. This is a failure of Tim Cook's taste. He needs some advisor that have better taste in things.

post #27 of 51
Originally Posted by makingdots View Post
Tim Cook said after Jobs death that there will be no changes at Apple.

 

Absolutely nothing like this was ever said.

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post #28 of 51

Worst campaign ever. 

 

Isn't the new stores guy from the UK? Might explain the obtuse humour (sic). 

post #29 of 51
This might have been an attempt at mimicking the "I'm a Mac" ads, but poorly done: it made Mac users look like inept imbeciles. Sure, everyone needs help sometimes, but these were over the top. Glad to see these go.
post #30 of 51
Quote:
Originally Posted by Andysol View Post


Cute- but awful for apple.
Let's make a cute way to help people when they are having problems? I thought apples whole strategy is that you rarely need help because you rarely (if ever) have problems.
It just works is a much better strategy. And actually more accurate.

 

No clue what you're talking about. The people in the ad weren't having actual hardware/software problems. They just needed help learning all the features of the built in software.  Do you HONESTLY think most people that buy a mac for the 1st time will instantly know their way around Keynote, iPhoto, etc? No. It's why the Apple store is always full with a ton of people getting their new computers set up and being taught about OSX and the built in apps. Thats the reality, and its what the ad was trying to get across. That if you need help, you're in a unique position if you buy an Apple products because they have physical stores where you can actually get free, one on one help so that you can learn and be empowered to do the things you want to do. This opportunity simply does not exist with any other company. Does this mean it was a fantastic ad? No. But the premise was fine, and in no way contradicts Apple's products, their philosophy, or their image. 

post #31 of 51
Quote:
Originally Posted by makingdots View Post

Tim Cook said after Jobs death that there will be no changes at Apple.

Please provide a source for that. I don't think it ever happened.

What DID happen is that Jobs told Cook not to constantly ask "what would Steve do?" and to rely on the skills and experience of the management team. That's entirely different than suggesting that there will never be changes.
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post #32 of 51
Quote:
Originally Posted by AppleInsider View Post

Apple has completely moved on from its short-lived "Genius" television ads by removing them from both its official website and the company's official YouTube account.

genius

post #33 of 51
Agreed. He doesn't fit. The reason he looks like an odd choice is because he is an odd choice.
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post #34 of 51
Quote:
Originally Posted by JohnTWolff 
Out of curiosity, which VP got to approve these?  Was it Schiller in Marketing, or Browett in Retail Sales?

Schiller has final say, now, according to Segall.
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post #35 of 51

I know, I know

I read the biography,

 

But I'll be damned if I did not wish that what Steve Really Said,

to his entire management team and the "culture" at Apple,

was actually.

 

"Hey team, under my helm, and because I micro-managed every freaking detail of this company, we had Huge Success for the past 15 years!!!

 

So Don't EVER be afraid to ask yourselves !!"

 

" What the !@#$ would Steve do ?"

....."And then you will know what to do, ....So you don't embarrass Apple or me."

 

 

     ....Next

post #36 of 51
Quote:
Originally Posted by JohnTWolff View Post

Out of curiosity, which VP got to approve these?  Was it Schiller in Marketing, or Browett in Retail Sales?

 

Anyone out there have an Apple org chart—not a guess, but an actual org chart?  Were these to turn out to be a Browett choice, coupled with the latest staffing snafu, I'd say we have an internal hiring disaster surpassing l'affair Papermaster.

 

 

 


Here's an org chart per theofficialboard.com:

 

post #37 of 51
Quote:
Originally Posted by Synergi View Post

They looked more like something Dell would make and I thought Dell did it better before they fire Steven. I liked Steven, even though I hate Dell lol..

 

I thought the ads were made by Samsung... 

post #38 of 51
That was Krazee Eyez Killa.
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post #39 of 51

The guy who used to do the Dell Adds.  "dude your gonna get a dell".  He was hired to direct these adds.  Now he has been laid off and is applying for a job with Syria President to distribute propaganda pamphlets saying "Dude God is great."

An Apple man since 1977
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post #40 of 51
Josh Rabinowitz, the actor, was incredibly adorable.

The commercials highlighted the great things you can do with Apple and the great support system (the Apple Genius).

The stories were cute and frantic, really out there.

And people who were offended…WTF? Let's turn the tables alittle bit since 95% of these comments are "Thank god". What the hell is wrong with your perception that you could be offended by these whimsical commercials? Or better yet, why are they so "un-apple"? You guys really know Apple that well? You'd rather go back to PC bashing commercials?

It's clear they want to drive people into the physical stores and they want people to know the advantages of mac and that they can get their questions answered. So what gives America? (p.s. I'm American but this kind of "outrage" over something so stupid is so American...)
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