Apple Genius ads debut during Olympic opening ceremonies

Posted:
in General Discussion edited January 2014
Three new Apple commercials aired during television coverage of the 2012 Olympic Games in London's opening ceremonies on Friday night, each of which starred the same Apple Genius character in what could be the kickoff to a new ad campaign.

In the new TV spots, the services of an Apple Genius are called upon in three different outlandish situations: an airplane on final approach, a hotdog stand and an apartment where his neighbor's wife has just given birth.

Each of the short vignettes highlights, in a humorous way, the knowledge of the Apple Genius and alludes to the various products being used like iPhoto, Keynote and in one particularly amusing ad the new iOS Cards app.

Unlike many recent Apple commercials lack catchy indie tunes and product close-ups, but instead feature a central character and short storyline. While the Siri campaign uses famous pop-culture icons, the spots aired on Friday introduce a new face in the "Apple Genius" and focus more on services and software rather than hardware.

The commercials, as described by Apple on the company's YouTube channel:






"Mayday"
An Apple Genius shows a fellow passenger how easy it is to make great home movies with iMovie.
All before the tray tables are returned to their upright position.




"Basically"
An Apple Genius points out there are a lot of things that separate a Mac
from an ordinary computer, like great apps that come built in.




"Labor Day"
An Apple Genius shows a soon-to-be father all the amazing things he can make with iPhoto.


The "Apple Genius" TV spots harken back to the "Get a Mac" campaign created by ad agency TBWA\Media Arts Lab where actor Justin Long was cast as the human embodiment of a Mac while John Hodgman played a PC in a series of comical comparisons between the two computer platforms. TBWA is perhaps best known for its work with Chiat\Day on Apple's "1984" TV commercial which ran during another big sporting event, Super Bowl XVIII.
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Comments

  • Reply 1 of 322
    sflocalsflocal Posts: 5,854member
    Okay, so did they fire their old advertising agency?? Not digging their new format...
  • Reply 2 of 322
    waybacmacwaybacmac Posts: 309member


    I'm curious if anyone else also thinks the "Genius" guy kinda looks like a young Matthew Broderick.

  • Reply 3 of 322
    vtrainvtrain Posts: 10member


    Not a fan of the ads.


     


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

  • Reply 4 of 322
    philboogiephilboogie Posts: 7,671member
    waybacmac wrote: »

    Indeed, looks like him. And whether you like the ads or not, the kid is spontaneous, looks authentic. Good actor.
  • Reply 5 of 322


    Are all Apple Geniuses so nerdy looking? 

  • Reply 6 of 322

    Quote:

    Originally Posted by Lebensmuede View Post


    Are all Apple Geniuses so nerdy looking? 



    Jealous much...

  • Reply 7 of 322
    iqatedoiqatedo Posts: 1,735member


    I have got to admit that I liked the ads. However, just imagine where the (insanely jealous) spoofs will take them!

  • Reply 8 of 322


    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.

  • Reply 9 of 322
    ltmpltmp Posts: 204member

    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.



    I quite like the ads, and I suspect that most people will.  They are all about showing all of the great things that the Apple geniuses can do for you.  They go way beyond helping with repairs, they actually help you do all of the stuff that you want to, without having to listen to some lame ass IT jag-off talk down to you like you're a moron.


     


    The ads convey that pretty well IMHO.

  • Reply 10 of 322
    richsadamsrichsadams Posts: 129member


    I dunno...I cringed a bit, particularly when I saw the "Labor Day" one...although I thought "Basically" was okay.  I also wonder if they've hired a new ad agency.  I don't think they're bad, but they just don't seem "Apple unique".  Apple has a lot of stores but a majority of the public has still never stepped inside one so I'm not sure the average viewer would really recognize the character either.   I wonder if Steve would have liked them?  Not that his taste was perfect, but...


     


    I still miss Mac Vs PC...


     


    image

  • Reply 11 of 322
    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.
  • Reply 12 of 322


    Embarrassing. Don't know how else to put it.

  • Reply 13 of 322
    hill60hill60 Posts: 6,992member


    Did anyone else notice all the iPhones being used by the athletes as they marched around the stadium?


     


    I'll bet it pissed one of the major sponsors off, some South Korean company that specialises in photocopying and washing machines.


     


    ;P

  • Reply 14 of 322
    munasmunas Posts: 14member


    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.

  • Reply 15 of 322
    monstrositymonstrosity Posts: 2,234member


    I liked them. Though borderline.

  • Reply 16 of 322
    monstrositymonstrosity Posts: 2,234member

    Quote:

    Originally Posted by hill60 View Post


    Did anyone else notice all the iPhones being used by the athletes as they marched around the stadium?


     



     


    Yeah, spotted that :) 

  • Reply 17 of 322


    I know I should be adding to this discussion about the adverts ... but, does anyone else think that guy is super cute?


     


     .... I am human after all  image

  • Reply 18 of 322
    blackbookblackbook Posts: 1,361member
    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.
    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.
  • Reply 19 of 322
    scotty321scotty321 Posts: 313member


    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.

  • Reply 20 of 322
    lochiaslochias Posts: 83member

    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.


    Nah.  You're just getting old.

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