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New Apple ad shows off sticker-clad MacBook Airs, calls it 'the notebook people love'

post #1 of 87
Thread Starter 
Apple on Monday published a short 30-second commercial featuring a number of MacBook Airs dressed up in stickers and decals, with each customized thin-and-light reflecting the personality of its owner.




The spot, aptly titled "Stickers," can be considered a product video as it puts the MacBook Air center stage, but it is also very "human" in that each owner is somehow present through the artwork they applied to the machines.

While Apple is usually careful to show only pristine new devices for these sterilized "all-white background" shoots, a few of the Airs in today's ad clearly show scuffs and dents, further translating that the laptops are indeed well loved. The small touch adds a much needed human element often missing from commercials touting specs, design or battery life.



As seen in the video above, a variety of art styles, pop-culture icons and designs are represented across the front covers of multiple MacBook Airs, including Homer Simpson, Walter White from Breaking Bad, Snow White, 8-bit game characters, brands and more. One Air even has a Beats logo stuck on its front.

Each laptop is framed in the exact same spot as the previous, which lends lends a stop motion feel to the short. In fact, a batch of shots near the end of the clip show an impromptu game of Space Invaders being played out in stop motion on the Air's aluminum cover.

Apple wraps the video with a few Airs sporting stickers of hands flashing the heart sign around the LED-backlit logo, ending with tagline, "The notebook people love."

A departure from the company's most recent iPhone and iPad commercials, the new MacBook Air ad is a refreshing and creative change of pace.
post #2 of 87

Fantastic.  minimalist 

post #3 of 87

Nice ad. Although it might make more of an impact if they started bashing Samesung for thing their laptops lack or can't supposedly do... /s

post #4 of 87
Quote:
Originally Posted by CrashMyTstDummy View Post

Nice ad. Although it might make more of an impact if they started bashing Samesung for thing their laptops lack or can't supposedly do... /s

Naw, only the losing companies need to even mention their competitors; the winners products stand on their own.
post #5 of 87

Y'know, that flash of the rainbow logo at the very end was an interesting choice in and of itself.  Anyone think there might be more to it than mere retro whimsy?

 

Misses the old logo...

post #6 of 87
Quote:
Originally Posted by PScooter63 View Post

Y'know, that flash of the rainbow logo at the very end was an interesting choice in and of itself.  Anyone think there might be more to it than mere retro whimsy?

Misses the old logo...
Thinking colors are back in?
post #7 of 87

Something the copyists can never copy: classy ads.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #8 of 87

Also cool.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #9 of 87
Quote:
Originally Posted by PScooter63 View Post
 

Y'know, that flash of the rainbow logo at the very end was an interesting choice in and of itself.  Anyone think there might be more to it than mere retro whimsy?

 

Misses the old logo...

Well, I didn't until you mentioned it, but yeah, that's actually a great take on it.

 

(love my rainbow Apple stickers )

post #10 of 87

That's one of the best Apple ads I've seen in a while.

post #11 of 87
Quote:
Originally Posted by Radjin View Post

Naw, only the losing companies need to even mention their competitors; the winners products stand on their own.

 

Would that also apply to the times where Tim Cook has went out of his way to badmouth Android?  And how many times has Google badmouthed iOS and/or iPhones?  ;)

post #12 of 87
Edgy. Excellent.

A bit too dense, however.... maybe it's my age, but I thought I was going to get vertigo....
post #13 of 87

Funny thing about that commercial : MacBook sticker sales are (now) about to have a banner year.

http://tinyurl.com/pr5frkj

post #14 of 87

Wow, this is a decidedly different style. Never thought Apple would promote decals on its products. I like it though, shows that they have no problem experimenting with new ad styles and directions. 

post #15 of 87
I Love Apple but they appear to be struggling with advertising- this seems out of sync, the last 5 commercials are jumping around, and lacking coherent vision. Where's the stamping overarching message and brand impact?

Apple is better than this, I expect better!!!
post #16 of 87
Quote:
Originally Posted by DroidFTW View Post
 

 

Would that also apply to the times where Tim Cook has went out of his way to badmouth Android?  And how many times has Google badmouthed iOS and/or iPhones?  ;)


Name one COMMERCIAL where Apple badmouthed Android.  Private, paid developer conferences do not apply.

Nice try.

post #17 of 87
Quote:
Originally Posted by Slurpy View Post
 

Wow, this is a decidedly different style. Never thought Apple would promote decals on its products. I like it though, shows that they have no problem experimenting with new ad styles and directions. 

Yeah, it's actually got some "kick-ass" to it.

I was just watched all of the old "iPod silhouette " commercials the other day, and was thinking; they really need something with a little bit of "kick-ass" to it again. This is good film.

post #18 of 87
... and the music is the song "Chimes" by Hudson Mohawke.
post #19 of 87
Quote:
Originally Posted by Slurpy View Post

Wow, this is a decidedly different style. Never thought Apple would promote decals on its products. I like it though, shows that they have no problem experimenting with new ad styles and directions. 

Well, they aren't like the raft of stickers found on a brand new Windoz laptops. "Intel Inside" anyone??

As far as "experimenting with new ad styles and directions," Apple has always surprised me with their advertising. The "verse" series of ads were gone before they got stale, even the long-running "Get a Mac" ads were fresh each time. But, Apple of late, seems even less prone to themes as in the past. It's gotta drive the competition nuts!
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #20 of 87
Hope there's no copyright issues!
post #21 of 87
Quote:
Originally Posted by malo View Post

I Love Apple but they appear to be struggling with advertising- this seems out of sync, the last 5 commercials are jumping around, and lacking coherent vision. Where's the stamping overarching message and brand impact?

Apple is better than this, I expect better!!!

Ha!  You'd have a great criticism if it were the 1960s.

But I guess you'll have to go back to commercial film school in this century.

post #22 of 87
Quote:
Originally Posted by interwebs View Post

... and the music is the song "Chimes" by Hudson Mohawke.

Thanks, I liked it in the ad... don't think I'd care to add it to my library. Wait... I do have it. 1wink.gif
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
Reply
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #23 of 87
Quote:
Originally Posted by broadbean View Post

Hope there's no copyright issues!

Joking, right? Apple just made each of one of those decal makers rich. Just like they do when they highlight various Apps in their iPad / iPhone commercials.

post #24 of 87
Quote:
Originally Posted by BobSchlob View Post

Quote:
Originally Posted by malo View Post

I Love Apple but they appear to be struggling with advertising- this seems out of sync, the last 5 commercials are jumping around, and lacking coherent vision. Where's the stamping overarching message and brand impact?


Apple is better than this, I expect better!!!
Ha!  You'd have a great criticism if it were the 1960s.
But I guess you'll have to go back to commercial film school in this century.

I agree... ads today need to catch the viewer with the attention span of someone with ADHD disorder on a sugar high... Leaving us old guys going, "What the heck was that!?"
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
Reply
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #25 of 87
Quote:
Originally Posted by DroidFTW View Post

Quote:
Originally Posted by Radjin View Post

Naw, only the losing companies need to even mention their competitors; the winners products stand on their own.

Would that also apply to the times where Tim Cook has went out of his way to badmouth Android? 

Naw, Apple has always loved to jerk their competitor's chain now and then, like when Jobs said the problem with Microsoft was they have no taste. But, Apple has never done that in the context of a commercial. which is just plain stupid with it's done. Human mind the way it works connects the bad mouthing with the advertiser's product more then as the advertiser intended it.
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
Reply
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
Reply
post #26 of 87

It's been 15 years since the rainbow Apple logo was retired and Apple seems to be teasing a comeback.

 

A lot of people might like that, but consider that nostalgia may not be exactly the right emotion for a technology company.

 

A cautionary example might be when NASA in the 1990s expensively purged itself of its award-winning modernist logo that debuted with the space shuttle program to revert to the 1950s logo worn by Mercury astronauts. Because nothing says the future like the past, right?

post #27 of 87

I think the rainbow logo was just a nod to the past.  You guys are reading too much into that.  All in all, i thought it was an interesting commercial.  They'll probably get blasted for not showing off any specs or any usefulness of the product.  But i liked it nonetheless.

post #28 of 87
I hope I'm off base here, but I really did not like this ad at all. It's a fine ad, but doesn't come close to the quality that Apple should be putting out. It tries to be cool and cute, but it fails because there is no substance behind it. The black decals are cute, but who really uses them? I've never seen one out in the "wild." I have an awesome gelaskin, and the minimalistic design of the MBA lends itself perfectly to show it off. But the black decals seem like a miss. Also, what was with the glitchyness at the end? A strange effect with no intuitive purpose (that I could see). Who watching that knows what Apple's old logo looks like? And even knowing that, I still don't get it. Please Apple don't put more ads out there like this one. The only positive I got from it was promoting customizability, which I think is an under appreciated benefit of apples minimalist aesthetic, but I still think this could have been promoted more effectively.

   

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post #29 of 87
First visible impact of Beats acquisition?
Yeah, well, you know, that's just, like, my opinion, man.
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Yeah, well, you know, that's just, like, my opinion, man.
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post #30 of 87
The beats one was quick
You can't spell appeal without Apple.
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You can't spell appeal without Apple.
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post #31 of 87

Amazing how people want to project themselves into these adds. They're just small artworks. They can stand on their own, even without them being an "advertisement" (just like the "silhouette" ads did)

And for crying out loud you people; stop telling Apple 'what to do'. Nobody cares if you don't 'get it'. Especially Apple.

post #32 of 87
Quote:
Originally Posted by thetorrey View Post
 

I think the rainbow logo was just a nod to the past.  You guys are reading too much into that.  All in all, i thought it was an interesting commercial.  They'll probably get blasted for not showing off any specs or any usefulness of the product.  But i liked it nonetheless.

Agree about reading too much into rainbow.

As for blasted for not showing specs or usefulness… When has Apple ever done that in a commercial??

post #33 of 87

you don't have much to add constructively...you just steal other peoples quotes. Apple can do much better than spend money on a sticker-clad advertisement - that's old and played out but I guess that's your version of fresh and aspirational hire-thoughts...

post #34 of 87
I thought this commercial was a great ad. The music was great. I had never seen the "stickers" before. Now I want one. And it kicks in The Macbook Air.

They don't need Mac vs PC ads, and the design hasn't changed in years, yet still looks current.
Perfect ad and I am in the older crowd.

Love the little shout out to the Original Apple colors.

Can't understand anyone having issue with this ad.
Oh well, there is always someone the finds reasons not to like something....
iPhone 6 Plus 5.5" YES!
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iPhone 6 Plus 5.5" YES!
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post #35 of 87

you don't have much to add constructively...you just steal other peoples quotes. Apple can do much better than spend money on a sticker-clad advertisement - that's old and played out but I guess that's your version of fresh and aspirational hire-thoughts...

Quote:
Originally Posted by BobSchlob View Post
 

Ha!  You'd have a great criticism if it were the 1960s.

But I guess you'll have to go back to commercial film school in this century.

post #36 of 87
Quote:
Originally Posted by BobSchlob View Post
 

Funny thing about that commercial : MacBook sticker sales are (now) about to have a banner year.

 

I'm amazed that there was no Pissing Calvin in that image collection.  (Not that there needs to be one, I find them repulsive generally.)

post #37 of 87
my dad has a galaxy s3

his wallpaper is an Apple logo.
post #38 of 87
Yeah, the ad wasn't bad and tying the stickers to the idea that people love the product was fun.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #39 of 87
Quote:
Originally Posted by BobSchlob View Post

Amazing how people want to project themselves into these adds. They're just small artworks. They can stand on their own, even without them being an "advertisement" (just like the "silhouette" ads did)
And for crying out loud you people; stop telling Apple 'what to do'. Nobody cares if you don't 'get it'. Especially Apple.

The silhouette ads were original, iconic, and inherently cool. From my perspective this latest ad seems like they're trying to be cool for cool's sake, like they're trying to play catch up on cool, which is silly to me, because apples products are inherently cool by themselves. Apple *shouldn't * be trying to convince us the products are cool (that's already understood), they should focus on how the products coolness enhances the user's life. The other recent apple ads show the coolness of superior functionality. This ad seems to show the coolness of style, but IMO fails to demonstrate the real world application of style as an actual enhancement to the user's life. As someone in his early 30's I'm pretty sure I'm close to fitting whatever demographic(s) Apple is aiming for, so I don't think my opinion is necessarily arbitrary.

   

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post #40 of 87
I liked that. The Apple logo in the end was cool, like it was bugging out. Love it.
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