They don't show it either, Cosmo. They talk about it, mention it vaguely in "Baby Jack" or whatever, but never really come out and show a cool, real-life scenario or usage.
And no, guys...I don't think 30 seconds is enough to show OS X or "wow" anyone with the genie effect.
But, as I said in my original post, I also refuse to believe that there isn't a way to combine the "cute and catchy" with the more meaty, informative side of things.
Also, someone above mentioned something about people "seeing the ads then going to the Apple stores...".
I'd bet large sums of cash that most people who aren't current Mac users and somewhat "in the know" regarding Apple don't have the first clue that these stores even exist.
I talk to people all the time (neighbors, co-workers, buddies, family members, etc.) and when I tell them of the Apple stores they're all (every single one) going "what? Apple has a store? Bullcrap...where?"
No, I don't want to see infommercials either, but I'm convinced there's something more that could be done. Citing "Baby Jack" and "Elope" as high marks isn't quite what I had in mind. You see a couple frolicking around on the beach, getting hitched by some island gut, etc. Then you see - for MAYBE 2-3 seconds - the guy sitting at his computer. Then you see the parents watching a DVD.
Yeah, WE know it's about iDVD and SuperDrives and all. But I can guarantee you no one else does.
Same with "Baby Jack" (which, BTW, I believe I saw on TV ONE time...). You think you're watching outtakes from "ER" or something. Nothing wrong with that...it's a sweet commercial. But unless you're already "in the Mac camp", you don't know what he's really doing or what he's using to do it (or that iPhoto comes on every Mac).
So yeah, they're good. They're watchable. But I don't think they're making any serious waves. I think they can do more. You see commercials all the time (car commercials, in particular) that combine snazzy, attractive footage and production design and/or humor with a little more substance or info or "this X can do Y..." type of stuff.
That's all I'd like to see. No big deal. Just a little more aggressive and rounded out.
Most of all, here's the thing: this isn't just ME, as an Apple fan/supporter, bitching because of what I like or think: I make it a point to ask the people above (friends, family, co-workers, etc.) about Apple ads and marketing and try to guage their appeal of effectiveness. 8 out of 10 times it seems things don't click or go over their heads or - as I've been told on numerous occasions - make them go "So? Big deal...".
That's not ME saying that or pulling it out of them. Those are current PC users and fence sitters (and potential switchers). I'm constantly filling in the blanks and providing them with info (and dispellng the myths) that Apple themselves should be doing a bit more of.
I wrote this in another thread, but I'll say it again: Apple recently did that little "myth debunking" thing, which - to be honest - I thought was LONG overdue and a really great idea. Did they base a print campaign around it (sticking it in Time, Entertainment Weekly, Rolling Stone, etc. where people who aren't current Mac users will actually see it and learn)? No. Did they make a cool, clever commercial or two based on it and run it during "ER", "West Wing" and various sporting events? No.
They stuck it on their website somewhere not easily found (although, to their credit, it eventually ended up at the Switch section of their site...but initially it wasn't). And they printed nice little booklet things about it and gave them...at the Apple stores.
As I state above, a TON of people (possible new customers) don't know these stores even exist so they're not going to even come in to pick up this little "myth debunking" brochure.
Just little lapses like that.
No, not the end of the world. But I'd expect better, more comprehensive and forceful advertising and marketing. Especially in light of Apple's own stated goal of "switching" people and getting Mac ownership up beyond 5% (or whatever that number happens to be).
[ 02-07-2003: Message edited by: pscates ]</p>