Yeah, it was really sad to wake up this Saturday to these commercials. I couldn't even get through the entire "labor" commercial. Just too painful to watch (no pun). I've never seen an Apple commercial that didn't make me smile, and didn't make me feel great about Apple; until now.
Long way from masterpieces like this:
Totally different solution targeted at a totally different audience.
According to the last n Quarterly Reports, more than 50% of Macs purchased at Apple Retail Stores are the customer's first Mac. There is a lot of potential out there -- maybe grow 50% into 70%:
customer's first computer
tired of fighting Windows/Crap PC battle
just need to surf, email, do simple photos & movies...
The target of these ads are people that have the $ to buy a Mac but are afraid to take the step...
All these ads do ir reduce the fear by showing that "Apple's got your back!" -- get him to make the decision!
The target audience would have little interest in the message of an like the above (however excellent it is).
Finally some here have a brain. Um no Apple didn't fire Chiat. And um being that I work marketing here in LA -- these ads were designed show and speak to ONE side if their customers - not all designed to speak some us ahead of the curve.
In case many of you thick heads don't realize Apples customer base is international company HEAVY with new customers that guess what don't know much about other then they bought one of their devices..
These ads TELL the masses that they SERVICE your needs beyond just buying into the product line.. Duh! Case in point, I gave iPads to my 87 year old Aunt and 90 year old uncle. Guess what - they both independently made genius appts to learn how to use their devices.
Yea true story. Now just amplify what I just said globally and the ad campaign is genius - speaking to a worldwide audience.
While I don't care for the ads myself - I earn a living marketing to others not myself. Think about that.
These ads are targeted marketing. Apple is now a major retailer. And yea unfortunately they have to remind or let the world know they stand behind their products on a PERSONAL level. What competitor can match Apples numerous SERVICE options.
As a Mac user for over 23 years, and a Mac enthusiast since the first Mac in 1984, I think the ads are great. They are playful and fun.
Of course, it took a second viewing to appreciate them. The first time was like, "I don't know about this".
The Get a Mac ads (which were usually pretty good) made Apple feel like the underdog. In these ads, you feel that Apple is on top (with great stuff and flying high) and the other guys maybe not so much. And not in an insulting and condescending way at all.
Steve always wanted to make the best commercial possible. They were art in their own right. Same attitude he had about their products. (who actually doesn't know this??) The gains Apple made by not pandering to lowest common denominator turned out ok, I'd say.
The point you're missing is that "best commercial possible" is a function of the target audience and the objective.
These ads do not appeal to geeks, but since they're not the target audience, that's irrelevant. They are very appealing ads for the target audience.
Finally some here have a brain. Um no Apple didn't fire Chiat. And um being that I work marketing here in LA -- these ads were designed show and speak to ONE side if their customers - not all designed to speak some us ahead of the curve.
In case many of you thick heads don't realize Apples customer base is international company HEAVY with new customers that guess what don't know much about other then they bought one of their devices..
These ads TELL the masses that they SERVICE your needs beyond just buying into the product line.. Duh! Case in point, I gave iPads to my 87 year old Aunt and 90 year old uncle. Guess what - they both independently made genius appts to learn how to use their devices.
Yea true story. Now just amplify what I just said globally and the ad campaign is genius - speaking to a worldwide audience.
While I don't care for the ads myself - I earn a living marketing to others not myself. Think about that.
These ads are targeted marketing. Apple is now a major retailer. And yea unfortunately they have to remind or let the world know they stand behind their products on a PERSONAL level. What competitor can match Apples numerous SERVICE options.
Soli... your right about the basic message, and it is most definitely a very appropriate one for Apple to highlight and send at this time.
However... come on now... ya gotta agree it could be better, and the aesthetics are just not right.
Too much "intention", but not really a lot of "attention" to detail.
Someone at the beginning of the thread had a far better and conceivable outline to an ad that would convey the message of the Genius, GB, and Apple Store.
These IMHO, just don't do it for me.
That's what I don't get: Why should it do it for you? I don't recall you actually stating it but I assume you own a Mac (if not more than one and have for a long time based on the level of comprehension in your comments on this forum over the years). They do nothing for me because I can't relate to the people the Genius is helping.
I think most of here are the "geniuses" our family and friends turn to for assistance. Frankly, I hope this campaign is successful just to help get some people off my back. :D
I can see how that it's technically accurate but people know the term Genius, they don't know Creative or any other variation of the employees at an Apple Store.
Do people in general know what an Apple Genius is, or that they even exist? I would think the casual pc user would not even know about Apple Geniuses. Remember think home user, not IT people or those even halfway tech savvy. These ads have just introduced a new concept to this group. Perhaps the best part is that they weren't overly descriptive of what a Genius is. Now with their curiosity piqued, they will search out the answer by Internet search or even the casual question to friend or family member. What better way to get someone to remember than to get them to search for the answer on their own. Similar to the Zeigarnik effect - easy example is that you remember the questions that you didn't know on a test better than the ones that you did.
Yes, as several people have stated, it was odd that they didn't specifically state that Apple had geniuses available for free. My guess is that they'll get that message out either in another ad or via another medium.
No that's the beauty of it, the uniformed viewer will seek out the information on their own. You've given them just enough information to make that an easy task. When I don't fully understand, I don't just shrug my shoulders, I ask someone or I use the search engine (that I will not name). I do this so frequently now while watching television, because I keep my iPad between the cushion and the arm of the chair.
Have you actually ever used the Genius Bar? They will accommodate walk-ins, but the appointment system exists to prevent long wait times. The appointment system is pretty awesome, because I know that when I show up, there's no waiting--they are ready to see me.
The Genius Bar is happy to answer your questions or get repairs underway. They don't care where you bought your Apple product. Most problems are solved within 10-15 minutes. I once had a dead iPhone and walked out of the store 10 minutes later with a replacement that looked brand-spankin' new. Since the original was under warranty, I paid nothing. With typical computer companies, warranty repairs would require getting an RMA, packing it up, shipping it to some repair depot in New Jersey, and a 6-8 week turn around.
Totally different solution targeted at a totally different audience.
According to the last n Quarterly Reports, more than 50% of Macs purchased at Apple Retail Stores are the customer's first Mac. There is a lot of potential out there -- maybe grow 50% into 70%:
customer's first computer
tired of fighting Windows/Crap PC battle
just need to surf, email, do simple photos & movies...
The target of these ads are people that have the $ to buy a Mac but are afraid to take the step...
All these ads do ir reduce the fear by showing that "Apple's got your back!" -- get him to make the decision!
The target audience would have little interest in the message of an like the above (however excellent it is).
Missed my point.
The ads in past have been art (just like the products). They sold themselves. (according to S. Jobs) both product and the advertisements. They Didn't have to be "marketed" to any specific group. Just make it a fascinating and compelling "thing" (the product or the ad). This has always applied to Apple's ad campaigns up till now. These ads are no better / different than the ads for Wendy's hamburgers. (which are fine, but for Apple, it's a whole different caliber than in the past.
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.
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
That's OK. England is one of the most Apple-hostile nations on Earth, if you judge by the regular trolls on these forums. So it kind of cancels out the iPhoneness of the Olympic Games.
Yeah, but every Apple retail employee can answer basic questions about all the Apple products and demo them (the products and the answers) -- unlike the retail employees in big box stores... who will say whatever comes to mind so they can move on.
Yes, but a newcomer wouldn't know that. So she comes in and says she needs to talk to a genius cause of the ad, gets told she has to make an appointment etc.
Comments
Quote:
Originally Posted by isaidso
Yeah, it was really sad to wake up this Saturday to these commercials. I couldn't even get through the entire "labor" commercial. Just too painful to watch (no pun). I've never seen an Apple commercial that didn't make me smile, and didn't make me feel great about Apple; until now.
Long way from masterpieces like this:
Totally different solution targeted at a totally different audience.
According to the last n Quarterly Reports, more than 50% of Macs purchased at Apple Retail Stores are the customer's first Mac. There is a lot of potential out there -- maybe grow 50% into 70%:
customer's first computer
tired of fighting Windows/Crap PC battle
just need to surf, email, do simple photos & movies...
The target of these ads are people that have the $ to buy a Mac but are afraid to take the step...
All these ads do ir reduce the fear by showing that "Apple's got your back!" -- get him to make the decision!
The target audience would have little interest in the message of an like the above (however excellent it is).
In case many of you thick heads don't realize Apples customer base is international company HEAVY with new customers that guess what don't know much about other then they bought one of their devices..
These ads TELL the masses that they SERVICE your needs beyond just buying into the product line.. Duh! Case in point, I gave iPads to my 87 year old Aunt and 90 year old uncle. Guess what - they both independently made genius appts to learn how to use their devices.
Yea true story. Now just amplify what I just said globally and the ad campaign is genius - speaking to a worldwide audience.
While I don't care for the ads myself - I earn a living marketing to others not myself. Think about that.
These ads are targeted marketing. Apple is now a major retailer. And yea unfortunately they have to remind or let the world know they stand behind their products on a PERSONAL level. What competitor can match Apples numerous SERVICE options.
Um advantage is Apple.
The ads aren't cool. Frantic isn't cool.
As a Mac user for over 23 years, and a Mac enthusiast since the first Mac in 1984, I think the ads are great. They are playful and fun.
Of course, it took a second viewing to appreciate them. The first time was like, "I don't know about this".
The Get a Mac ads (which were usually pretty good) made Apple feel like the underdog. In these ads, you feel that Apple is on top (with great stuff and flying high) and the other guys maybe not so much. And not in an insulting and condescending way at all.
Good stuff!
OK!
I went back and reviewed the 3 ads...
There definitely is something missing...
The Genius needs to wear a mask with legotards and a cape... especially the cape!
Quote:
Originally Posted by Rogifan
How many people actually saw these ads? Do people even watch commercials any more these days?
Nobody saw them. Just a few million people watching The Olympics.
The point you're missing is that "best commercial possible" is a function of the target audience and the objective.
These ads do not appeal to geeks, but since they're not the target audience, that's irrelevant. They are very appealing ads for the target audience.
Quote:
Originally Posted by gijoeinla
Finally some here have a brain. Um no Apple didn't fire Chiat. And um being that I work marketing here in LA -- these ads were designed show and speak to ONE side if their customers - not all designed to speak some us ahead of the curve.
In case many of you thick heads don't realize Apples customer base is international company HEAVY with new customers that guess what don't know much about other then they bought one of their devices..
These ads TELL the masses that they SERVICE your needs beyond just buying into the product line.. Duh! Case in point, I gave iPads to my 87 year old Aunt and 90 year old uncle. Guess what - they both independently made genius appts to learn how to use their devices.
Yea true story. Now just amplify what I just said globally and the ad campaign is genius - speaking to a worldwide audience.
While I don't care for the ads myself - I earn a living marketing to others not myself. Think about that.
These ads are targeted marketing. Apple is now a major retailer. And yea unfortunately they have to remind or let the world know they stand behind their products on a PERSONAL level. What competitor can match Apples numerous SERVICE options.
Um advantage is Apple.
Boom!
That's what I don't get: Why should it do it for you? I don't recall you actually stating it but I assume you own a Mac (if not more than one and have for a long time based on the level of comprehension in your comments on this forum over the years). They do nothing for me because I can't relate to the people the Genius is helping.
I think most of here are the "geniuses" our family and friends turn to for assistance. Frankly, I hope this campaign is successful just to help get some people off my back. :D
Quote:
Originally Posted by JerrySwitched26
Genius says: Do you have an appointment?
Have you actually ever used the Genius Bar? They will accommodate walk-ins, but the appointment system exists to prevent long wait times. The appointment system is pretty awesome, because I know that when I show up, there's no waiting--they are ready to see me.
The Genius Bar is happy to answer your questions or get repairs underway. They don't care where you bought your Apple product. Most problems are solved within 10-15 minutes. I once had a dead iPhone and walked out of the store 10 minutes later with a replacement that looked brand-spankin' new. Since the original was under warranty, I paid nothing. With typical computer companies, warranty repairs would require getting an RMA, packing it up, shipping it to some repair depot in New Jersey, and a 6-8 week turn around.
Quote:
Originally Posted by Dick Applebaum
Totally different solution targeted at a totally different audience.
According to the last n Quarterly Reports, more than 50% of Macs purchased at Apple Retail Stores are the customer's first Mac. There is a lot of potential out there -- maybe grow 50% into 70%:
customer's first computer
tired of fighting Windows/Crap PC battle
just need to surf, email, do simple photos & movies...
The target of these ads are people that have the $ to buy a Mac but are afraid to take the step...
All these ads do ir reduce the fear by showing that "Apple's got your back!" -- get him to make the decision!
The target audience would have little interest in the message of an like the above (however excellent it is).
Missed my point.
The ads in past have been art (just like the products). They sold themselves. (according to S. Jobs) both product and the advertisements. They Didn't have to be "marketed" to any specific group. Just make it a fascinating and compelling "thing" (the product or the ad). This has always applied to Apple's ad campaigns up till now. These ads are no better / different than the ads for Wendy's hamburgers. (which are fine, but for Apple, it's a whole different caliber than in the past.
It's a step down for Apple.
Quote:
Originally Posted by Sector7G
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.
And these ads take away from that? How?
Quote:
Originally Posted by Rogifan
Well I watched the opening ceremonies and never saw them. Of course when commercials come on I change the channel or go do something else.
That's like stealing the Olympics!
P.S. Can we please have more smilelies than this-->
Quote:
Originally Posted by hill60
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
That's OK. England is one of the most Apple-hostile nations on Earth, if you judge by the regular trolls on these forums.
Yes, but a newcomer wouldn't know that. So she comes in and says she needs to talk to a genius cause of the ad, gets told she has to make an appointment etc.
Quote:
Originally Posted by MJ4Ev3r
Tim Berners-Lee used Job's NeXT Cube computer in sending a message @ the Olympics --a silent tribute to Steve Jobs!
Very apropos since Sir Tim actually used Steve Job's NeXT cube on designing the original world wide web more than 3 decades ago!
https://twitter.com/nikcub/status/229127613971591168/photo/1/large
"FOR EVE"??? Who is EVE? You know, Berners-Lee could've just tweeted from his iPhone...it's like a NeXT Cube, only smaller.