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.
I agree. You have to think about the purpose of the ads. ISTM that these ads rare intended to show that even 'old and uncool' people can use Macs, too and that they're not just for the young, hip crowd. I like the idea of pointing out the service the Genius Bar offers, but I don't think that was clearly conveyed - there's nothing in the ad that makes it clear that anyone can walk into an Apple Store and get free assistance with things like making a photo book.
Overall, I wasn't all that excited by the ads, but that's partially because I'm not in the target audience. I suspect that they'll be reasonably successful at achieving the objective (although I still preferred the Mac v PC ads).
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.
Guess what... there are TONS of users who can't do much on their computer outside of Facebook and email... regardless of platform.
Right this moment there is someone who wants to make a photo slideshow or movie on their Windows machine... but they can't. They have to download Windows Live Essentials first.
Yep... Windows Live Photo Gallery and Windows Live Movie Maker are optional downloads.
From Microsoft.com: "Looking for Windows Photo Gallery? It's not included in Windows 7. You can view and print your photos with Windows Photo Viewer. To edit them, you'll need to install Windows Live Photo Gallery or a program from another company."
Good job Microsoft.
The big takeaway from these ads is that Apple is there to help. The software is already installed on the Mac... all they need is assistance.
You can check my post history I've never said anything bad about apple, I like they are advertising the Mac, but these commercials are garbage. And frankly embarrassing, buying a Mac should be cool.
I like the idea of pointing out the service the Genius Bar offers, but I don't think that was clearly conveyed - there's nothing in the ad that makes it clear that anyone can walk into an Apple Store and get free assistance with things like making a photo book.
That's my only complaint with them. Knowing the level of service that Apple provides I couldn't see how that was remotely established so I don't see how average PC user would jump to that conclusion. Perhaps I'm expecting more from the ad than they intended but I don't think it should be that Macs can do stuff but that Apple is always right there to help you learn to do stuff.
You can check my post history I've never said anything bad about apple, I like they are advertising the Mac, but these commercials are garbage. And frankly embarrassing, buying a Mac should be cool.
One thing I've learned over the years is that effective ads are ones the non-target audience tend to hate. If this thread gets 150 posts by noon PT I'll say it's a victory for the ads. The Verge has over 700 comments on their blog.
Good to see Ferris is back. I sorta get the services and Genius angle, but these ads lack punch. I'm not looking forward to seeing them again. They do imply that Apple's iApps are difficult to use.
Wifey having a baby, time to panic! was a worn out idea when I Love Lucy was a hit.
Quick, give me the catchy tag line for this campaign..........
1984 Think Different I'm a Mac. I'm a PC.
My initial reaction could be summed up with iCringe.
One thing I've learned over the years is that effective ads are ones the non-target audience tend to hate. If this thread gets 150 posts by noon PT I'll say it's a victory for the ads. The Verge has over 700 comments on their blog.
I think the only market research that Apple needs to do is come to one of these forums, make notes, then do the exact opposite of whatever people are demanding.
I find it weirdly upsetting that Romney is in London attending the Olympics while Obama is home campaigning. It's as if the contender is off playing while the President of United States had to stay behind and work – it's a little demeaning.
Please don't read any political overtones into this -- it's just the position of contender versus the office of the president.
You can check my post history I've never said anything bad about apple, I like they are advertising the Mac, but these commercials are garbage. And frankly embarrassing, buying a Mac should be cool.
All the cool people are already buying Macs. :-)
You apparently don't understand advertising. You target an ad at the audience you're trying to reach. In this case, the target audience is clearly the average suburban middle aged computer user. The ad will probably be quite effective with them (other than, as I already stated, the failure to mention that you can get free access to the Genius if you buy a Mac - but maybe that will be in future ads).
That's my only complaint with them. Knowing the level of service that Apple provides I couldn't see how that was remotely established so I don't see how average PC user would jump to that conclusion. Perhaps I'm expecting more from the ad than they intended but I don't think it should be that Macs can do stuff but that Apple is always right there to help you learn to do stuff.
How do you establish Apple's excellent level of genius service and support in a 30 second ad?
Maybe the plan is to plant a few seeds along the way and then tie it all together in the final reel.
But it will be difficult to get the message across without browbeating you with it.
How do you establish Apple's excellent level of genius service and support in a 30 second ad?
Maybe the plan is to plant a few seeds along the way and then tie it all together in the final reel.
But it will be difficult to get the message across without browbeating you with it.
Not easily which, to me, means they should be direct. I expect hope that future Genius ads are more direct about what that offers you in terms of being a Mac owner.
Customer: Can you help with my Mac.
Genius: Yes! All Mac users get unlimited Apple Genius support with their Mac purchase. We even have free Creative workshops to help you learn to use your built-in apps like a professional.
Surely there are posters that will beat down my example but it's just the first that came to mind and I'm not going to refine it anymore that it is. The point is that Apple can should pound this in to let all Windows users know that switching to Mac has benefits that are not only well above every what any other OEM or retailer can offer but a way to make you a better PC user and save you money in the long run.
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.
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.
Here is my problem with your ideas...
1) Just going to an Apple Store doesn't resolve any issues for potential Mac users. Regardless of how much you hate Windows and their OEMs and love Mac and OS X there is a learning curve. It is a different OS with a different way of doing things. Taking 17 years of Windows and teaching a user how to do it a different way isn't easy, even if that new way is much easier. Imagine being an American adult and trying to learn Chinese. Is it really that tough? Chinese children learn it just fine. What Apple needs to do is to show that once you buy a Mac you are left hanging or paying for expensive help when you need a little direction. Rule of thumb: If it's harder to do on a Mac than in Windows then you're doing it wrong.
2) Don't dhow the competitors product except under certain circumstances. For instance, despite years of showing Get A Mac ads, which show a person instead of PC, they always just used the term "PC" until Vista was such a market failure that it behooved them to mentioned the name in ads.
Comments
I agree. You have to think about the purpose of the ads. ISTM that these ads rare intended to show that even 'old and uncool' people can use Macs, too and that they're not just for the young, hip crowd. I like the idea of pointing out the service the Genius Bar offers, but I don't think that was clearly conveyed - there's nothing in the ad that makes it clear that anyone can walk into an Apple Store and get free assistance with things like making a photo book.
Overall, I wasn't all that excited by the ads, but that's partially because I'm not in the target audience. I suspect that they'll be reasonably successful at achieving the objective (although I still preferred the Mac v PC ads).
Guess what... there are TONS of users who can't do much on their computer outside of Facebook and email... regardless of platform.
Right this moment there is someone who wants to make a photo slideshow or movie on their Windows machine... but they can't. They have to download Windows Live Essentials first.
Yep... Windows Live Photo Gallery and Windows Live Movie Maker are optional downloads.
From Microsoft.com: "Looking for Windows Photo Gallery? It's not included in Windows 7. You can view and print your photos with Windows Photo Viewer. To edit them, you'll need to install Windows Live Photo Gallery or a program from another company."
Good job Microsoft.
The big takeaway from these ads is that Apple is there to help. The software is already installed on the Mac... all they need is assistance.
And there's nothing wrong with asking for help...
That's my only complaint with them. Knowing the level of service that Apple provides I couldn't see how that was remotely established so I don't see how average PC user would jump to that conclusion. Perhaps I'm expecting more from the ad than they intended but I don't think it should be that Macs can do stuff but that Apple is always right there to help you learn to do stuff.
One thing I've learned over the years is that effective ads are ones the non-target audience tend to hate. If this thread gets 150 posts by noon PT I'll say it's a victory for the ads. The Verge has over 700 comments on their blog.
Did not like. Not even remotely. I expect better from Apple.
Wifey having a baby, time to panic! was a worn out idea when I Love Lucy was a hit.
Quick, give me the catchy tag line for this campaign..........
1984
Think Different
I'm a Mac. I'm a PC.
My initial reaction could be summed up with iCringe.
No. My favorite Apple Genius is named "Thor" and has tats and facial piercings. Seriously good at what he does though.
Quote:
Originally Posted by SolipsismX
One thing I've learned over the years is that effective ads are ones the non-target audience tend to hate. If this thread gets 150 posts by noon PT I'll say it's a victory for the ads. The Verge has over 700 comments on their blog.
#next_pages_container { width: 5px; hight: 5px; position: absolute; top: -100px; left: -100px; z-index: 2147483647 !important; }
Exactly.
I think the only market research that Apple needs to do is come to one of these forums, make notes, then do the exact opposite of whatever people are demanding.
#next_pages_container { width: 5px; hight: 5px; position: absolute; top: -100px; left: -100px; z-index: 2147483647 !important; }
As an aside:
I find it weirdly upsetting that Romney is in London attending the Olympics while Obama is home campaigning. It's as if the contender is off playing while the President of United States had to stay behind and work – it's a little demeaning.
Please don't read any political overtones into this -- it's just the position of contender versus the office of the president.
All the cool people are already buying Macs. :-)
You apparently don't understand advertising. You target an ad at the audience you're trying to reach. In this case, the target audience is clearly the average suburban middle aged computer user. The ad will probably be quite effective with them (other than, as I already stated, the failure to mention that you can get free access to the Genius if you buy a Mac - but maybe that will be in future ads).
How do you establish Apple's excellent level of genius service and support in a 30 second ad?
Maybe the plan is to plant a few seeds along the way and then tie it all together in the final reel.
But it will be difficult to get the message across without browbeating you with it.
Lost SJ. RIP
Very Lame! Apple should pull these ads immediately. This is something Microsoft would do.
Not easily which, to me, means they should be direct. I
expecthope that future Genius ads are more direct about what that offers you in terms of being a Mac owner.Genius: Yes! All Mac users get unlimited Apple Genius support with their Mac purchase. We even have free Creative workshops to help you learn to use your built-in apps like a professional.
Surely there are posters that will beat down my example but it's just the first that came to mind and I'm not going to refine it anymore that it is. The point is that Apple
canshould pound this in to let all Windows users know that switching to Mac has benefits that are not only well above every what any other OEM or retailer can offer but a way to make you a better PC user and save you money in the long run.no, they're still tight.
Here is my problem with your ideas...
1) Just going to an Apple Store doesn't resolve any issues for potential Mac users. Regardless of how much you hate Windows and their OEMs and love Mac and OS X there is a learning curve. It is a different OS with a different way of doing things. Taking 17 years of Windows and teaching a user how to do it a different way isn't easy, even if that new way is much easier. Imagine being an American adult and trying to learn Chinese. Is it really that tough? Chinese children learn it just fine. What Apple needs to do is to show that once you buy a Mac you are left hanging or paying for expensive help when you need a little direction. Rule of thumb: If it's harder to do on a Mac than in Windows then you're doing it wrong.
2) Don't dhow the competitors product except under certain circumstances. For instance, despite years of showing Get A Mac ads, which show a person instead of PC, they always just used the term "PC" until Vista was such a market failure that it behooved them to mentioned the name in ads.
He seems joyful and happy to help people.