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Apple plans expansion of "Get a Mac" TV campaign

post #1 of 45
Thread Starter 
Apple Computer appears pleased with the result of its "Get a Mac" television commercials and holds plans to expand the campaign more than threefold in the coming weeks and months.

According to an LA Times interview with Justin Long, the actor who plays the hipster Mac slacker dude in the commercials, Apple has lined up nearly 20 additional ad spots to the seven it has aired on national TV so far.

Although Long is currently appearing in theaters alongside Jennifer Aniston in the "Break-Up, he was previously best know for his role in the TV series "Ed." But while Long is focusing on jump-starting his film career, he admits that most of his stardom has come as a result of the Apple commercials.

"Nine out of 10 people who recognize me recognize me from the commercials," he told the LA Times. "I had a guy come up to me, in my face, saying, 'You think you're so cool? You're not cool' and I'm saying to him, 'Dude, it's a commercial.' "

Long said that when he was first contacted by his agent over playing the role of the Mac dude, he was a bit wary. "I was in this false arrogance, deluding myself that I was beyond [commercials] -- 'I'm doing movies'," he said. However, growing up in a house where his mom made a living as a commercial actress, he recognized the value of the offer.

Still, Long has found that playing the a laid-back hipster Mac user poses more of a challenge than some may think. "Commercials are hard because you don't have a lot to work with but you have a lot to work against. You don't want to look silly and polished but still, you know, you're selling something," he said. "We were fighting with the company people who didn't want it to be too subtle and I didn't want to come off too smug. People who haven't done commercials don't appreciate how hard it is."
post #2 of 45
I've wondered if these ads were a bit too insulting to PC users. They're trying to convert PC users to Mac users, not make the Mac users feel superior.
post #3 of 45
i dont think its insulting.. i mean, in reality, they arent even exaggerating many of the problems that plague PCs. they are just making 99% accurate comparisons. i think its a great campaign.
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post #4 of 45
The people who say they are insulted are actually embarrassed. These problems have happened to them. Their egos are bruised. Apple needs to keep it up. Do you notice the people that do switch tend to be very happy with their decision and they tell everyone about it. I guess everyone likes to be in the know.
Make it idiotproof and they'll just make a
better idiot.
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Make it idiotproof and they'll just make a
better idiot.
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post #5 of 45
"The Break-Up" is still in theaters?
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post #6 of 45
Next comercial SNL parody bit

PC: I started working on Windows in 1984 thats when I got my sweet stock options.
Mac: Well, I am a young cat, I started at Apple in 1997...
PC: Stock options?
Mac: Oh hell yea, really friggen amazing ones, better than most, I can make a shitload of money with one phone call, I am just waiting on the price to go up a little more!
Enter SEC Investigator: Interesting.
Enter Nasdaq official: Yes, I know a few folks who would find this little tidbit interesting as well...
Enter cops: Mac is perp-walked off screen
fade to black.
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post #7 of 45
Why don't they mention his new movie "accepted" instead?

It's funny because he appears to look older in the mac comericals than any of his film roles to point where I wasn't sure it was the same guy.
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post #8 of 45
The reason he looks younger in the movie than in the commercial is because he's a 28 year old guy playing a high school kid kid in the movie. Hollywood.
post #9 of 45
Quote:
Originally Posted by mcloki

The people who say they are insulted are actually embarrassed. These problems have happened to them. Their egos are bruised.

I believe you are projecting.
post #10 of 45
"I've wondered if these ads were a bit too insulting to PC users."

The only people who find these ads insulting are the die-hard Windows fanboys and they aren't going to switch anyway. Without exception every person in my workgroup thinks the ads are great and right on the money. I'm the only Mac user in the group as far as home machines go.
post #11 of 45
After studying some Neuro Linguistic Programing, I can see the logic in the commercials. If you want to get someone to want a mac, a light insult might be the best way for them to want to check out the website. Where they will not be insulted much more.

If wish Apple would have emphasized the website more.
post #12 of 45
Quote:
Originally Posted by Rhoq

"The Break-Up" is still in theaters?

For real. I read this article LAST week.
post #13 of 45
i appreciate this actor's job. i can imagine it's really hard to act for commercials. in just a few seconds they must show a certain kind of attitude and, as he said, on top of everything sell what you are selling.

i'd be glad to see more of these commercials, they are funny and true.

i'm a mac... and i'm a pc.
post #14 of 45
Having shot Clairol "Summer Blond" commercials at the beginning of my career, I can agree with what he is saying. Commercial shoots can also be exhausting.

I remember one where we had a young lady sitting on a stool. She had to hold the product up, and say one short sentence.

It required 39 takes.
post #15 of 45
Quote:
Originally Posted by Mordak

i dont think its insulting.. i mean, in reality, they arent even exaggerating many of the problems that plague PCs. they are just making 99% accurate comparisons. i think its a great campaign.

It is somewhat insulting.

They are also somewhat misleading.

It is just about as easy to connect a camera to a PC as it is to a Mac.

We have also had our own problems with many models of cameras, as has been discussed here in the past. We still have problems with syncing many phones. Windows has less problems in that area.

We shouldn't feel that much superior. Apple is well known for their exaggerations.
post #16 of 45
Quote:
Originally Posted by mcloki

The people who say they are insulted are actually embarrassed. These problems have happened to them. Their egos are bruised. Apple needs to keep it up. Do you notice the people that do switch tend to be very happy with their decision and they tell everyone about it. I guess everyone likes to be in the know.

They've happened to us as well.

That's one reason there are programs for us to buy to get around our problems.
post #17 of 45
Quote:
Originally Posted by lkrupp

"I've wondered if these ads were a bit too insulting to PC users."

The only people who find these ads insulting are the die-hard Windows fanboys and they aren't going to switch anyway. Without exception every person in my workgroup thinks the ads are great and right on the money. I'm the only Mac user in the group as far as home machines go.

As opposed to die-hard Mac fanbois, such as yourself?
post #18 of 45
The more the better:

More ads --> more people will see Macs --> more people will think about checking out a Mac --> more people will visit and Apple store or research online ---> more people will buy a Mac --> resulting in more Switchers --> resulting in a larger Mac user base --> leading to increase market share

post #19 of 45
Really, I think the message of an ad matters orders of magnitude less than just getting the name out. And these ads do an amazing job of doing that. IMO Long does a great job. He's usually trying his best to be fair to PC but he's "unable" to do so because he's *just* so much better... Like in the WSJ one...
post #20 of 45
i hope the expansion also means running them in other countries.
post #21 of 45
Quote:
Originally Posted by bluedalmatian

i hope the expansion also means running them in other countries.

We've been through this before. Not all countries would accept these ads.
post #22 of 45
Based on the British sitcoms I've seen, I think they'd be banned on account of being too witty.
post #23 of 45
[They need to be FUNNY...really funny, and they need to air in two key blocks: NFL football and Nascar Nextel Cup races...2 areas where they seem scarese...and hell, maybe Apple could sponcer part of the show its self, every little element is named and branded; why not have a "Apple computer score card" or a "macbook play of the game"

Nascar fans are insainly loyal to their drivers, maybe it is time for Apple to sponcer someone in Nextel cup racing..."fast car, faster computer"
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post #24 of 45
Quote:
Originally Posted by melgross

Having shot Clairol "Summer Blond" commercials at the beginning of my career, I can agree with what he is saying. Commercial shoots can also be exhausting.

I remember one where we had a young lady sitting on a stool. She had to hold the product up, and say one short sentence.

It required 39 takes.

Dumb blond couldnt get the words right...go figure...lol
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post #25 of 45
Quote:
Originally Posted by a_greer

Dumb blond couldnt get the words right...go figure...lol

Actually, that was a completely unrelated product. dumb brunette. Not all her fault though.
post #26 of 45
Hey, it's not like the "Windows Monster" didn't bring it on to itself...

If you can take a punch (given to Apple in the 80's...) then you can give a punch right back to the monster and maybe even bruise the ego... I know which side I'm on!!!

Bring on the battle...
Mr. Scott
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Mr. Scott
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post #27 of 45
Quote:
Originally Posted by melgross

As opposed to die-hard Mac fanbois, such as yourself?

Exactly! No ad by Microsoft, Dell, et al, would convince me to switch. These ads are not aimed at people like me (or Windows fanboys). They're aimed at the average user that experiences the myriad of problems that plague Windows each and every day. OS X has its problems too but definitely not the magnitude of Windows. I hear the stories every day at work. That's why they have worked and Apple plans to continue them. If someone is insulted that's their problem. Apparently, though, not many are and find the ads interestingly close to the truth.
post #28 of 45
Quote:
Originally Posted by Placebo

Based on the British sitcoms I've seen, I think they'd be banned on account of being too witty.

Ouch wash your mouth out with soap you yung wipper snapper.

How dare you sir
How VERY DARE you.


" Hello I look like I'm a PC but I want to use a Mac .." ..
"This add tells me I can't"

The point is the PC character is MUCH more interesting than the Mac. The Mac: "yeah right what ever pass me the bong".. Yawn!
post #29 of 45
Quote:
Originally Posted by melgross

We shouldn't feel that much superior. Apple is well known for their exaggerations.

Hmm, yeah. I've never heard of anyone but Apple who actually exaggerate in their adverts. Not ever. Nope.

Oh, and I wonder what British shows Placebo has seen. Certainly neither Spaced, Black Books or Red Dwarf. Nor can he have seen The Young Ones. Or The Office.

I like Long's character. He's a very nicely rounded mac-user stereotype. The laid back, kinda-hip guy who just wants to be creative and not think about hardware and things too much. The PC character is too derivative in my opinion. What they SHOULD have done was have Long as both characters, playing them differently, with different make-up and drabber, greyer clothes. The jokes are funny, I just don't like that they're pickin' on the poor, "uncool" office worker guy. Would be fairer if they were on equal terms, but fair is not always funny. In fact, it rarely is.

If they're still on about The Break Up, why didn't just go full-blow and talk about Galaxy Quest? Jeez. ^_^
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post #30 of 45
Quote:
Originally Posted by melgross

Having shot Clairol "Summer Blond" commercials at the beginning of my career, I can agree with what he is saying. Commercial shoots can also be exhausting.

I remember one where we had a young lady sitting on a stool. She had to hold the product up, and say one short sentence.

It required 39 takes.

hey Mel, are/were you a director / actor? just curious.

39 shoots is insane.
post #31 of 45
Most of the Mac hads are acurate to the point that advertising has to be. Most advertising is not very acturate -- the point is not to be 100% acurate after all -- the point is to get people 1) aware of the product, 2) interested in the product, even if that means finding more info on their own.

And the Mac ads certainly do that. I think Apple should be advertising Leopard more (albiet that it is a little soon for that). Leopard could be used as a MAJOR marketing for getting people to buy a Mac. I mean, I know that when I do an OS upgrade, it really is like getting a new mac for me. Buying a Mac with freshly released OS would make a very good impression on switchers.

As far as the insulting part. We'll to be honest one of the more effective methods of advertising is insulation of your competator.

At any rate, the insulting part is not to the customer, it's to the company. I mean, I've never been eating campbells soup and saw a progressive ad claiming progressive has 40% more chicken and been like, "UH! I'M INSULTED! HOW DARE THEY INSULT MY CHICKEN NOODLE SOUP!1111!11!! If anything, I want to TRY progressive soup.
post #32 of 45
Quote:
Originally Posted by Magnulus

Hmm, yeah. I've never heard of anyone but Apple who actually exaggerate in their adverts. Not ever. Nope.

Apparently, you missed the point completely. It isn't that others don't exaggerate. The response is to the idea that Apple's ads are correct, which they are partly, at best.

I suppose that two wrongs make a right as well, to you.

[/QUOTE]
post #33 of 45
Quote:
Originally Posted by monkeyastronaut

hey Mel, are/were you a director / actor? just curious.

39 shoots is insane.

The cinematographer, though I planned the shoot as well.

39 takes isn't as far out as it may seem, though that was the greatest I've ever been involved in.

In a short sequence, every second must have meaning, and must be exact. what might pass in a film, or even in a half hour show, is ruthlessly edited for a ten, fifteen, twenty second or longer commercial. We had to tell an entire story in a few seconds of time, and try to make the viewer want to watch it. So every motion, every pronounced word, blink of the eve, was choreographed.
post #34 of 45
Said it before I will say it again, they need to sponsor a Nascar Nextel Cup car.
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You can't quantify how much I don't care -- Bob Kevoian of the Bob and Tom Show.
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post #35 of 45
Quote:
Originally Posted by a_greer

Said it before I will say it again, they need to sponsor a Nascar Nextel Cup car.

It would look too cluttered for Apple's tastes.
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post #36 of 45
how about purchasing the naming rights to a stadium? Apple Stadium, Apple Dome, Apple Arena, Apple Field, Apple Center
post #37 of 45
Quote:
Originally Posted by icfireball

At any rate, the insulting part is not to the customer, it's to the company. I mean, I've never been eating campbells soup and saw a progressive ad claiming progressive has 40% more chicken and been like, "UH! I'M INSULTED! HOW DARE THEY INSULT MY CHICKEN NOODLE SOUP!1111!11!! If anything, I want to TRY progressive soup.

I don't know about that. There are plenty of persnickity people like me out there. I for one hate Ovaltine. I've never tried Ovaltine, nor do I drink any pre-made chocolate milk. But their ads are so damn smarmy that whenever I hear the word "Ovaltine" I roll my eyes. I am not a Nesquick fanboy nor a chocolate milk fanboy of any kind. I just don't like uppity people and the people in the ads come off as very uppity. It makes no sense whatsoever, but that dislike is transferred to the product.

The "Mac Guy" doesn't come off as a jerk to me, but it's a fine line and I hope they continue to be careful with this type of ad.
post #38 of 45
Quote:
Originally Posted by CosmoNut

It would look too cluttered for Apple's tastes.

They could buy the entire sponsorship rights to the car. It would be all white, have three grey logos (top & left & right sides). If it were a normal car, it would not even have a door handle.
post #39 of 45
Quote:
Originally Posted by JeffDM

They could buy the entire sponsorship rights to the car. It would be all white, have three grey logos (top & left & righ sides). If it were a normal car, it would not even have a door handle.

you mean like this from the movie "Cars"?

post #40 of 45
Quote:
Originally Posted by Kishan

you mean like this from the movie "Cars"?


Spooky. I've seen the movie but I probably missed that one.
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