I like that part of your assessment. I think, though, that any feeling of this one being rushed might come from it being just a 30 second spot, as well as the way the music's written.
I dunno if it's just the 'trying to be hip' factor of the music, but I would have liked something slower (richer) myself, and yeah, the original iPad guy back. There's nothing overtly wrong with this guy's read, it's just lacking a little heart, I think.
Were I doing commercials for Apple, I'd establish an all-around feel for the use of each product first. Something that in literally the first second of the commercial, you'll be trained to know exactly what you're going to learn about in that commercial.
Apple already does this somewhat, but I'd draw even more defined lines.
Take the retina MacBook Pro commercial. Feel? Work. Also encompassed? Power. Productivity. Sophistication. Presence. Resolution.
And then take some of the old iPod touch commercials. Feel? Play. Also encompassed? Fun, expandability, creativity, movement.
For the former, I'd do solid black backgrounds and cello/+piano. Instrumental only.
For the latter, I'd do solid white backgrounds and light (not throbby) modern music, vocals or otherwise.
I would night and day the feel of the commercials, and then I'd run at least one of each for each product I wanted, to specifically highlight their uses. For the multi-device service commercials, I'd do exactly what Apple has been doing and show the devices in focus in real world settings, out of focus.
That echos back to the time when Apple had fun iPod commercials in comparison to the more classy Mac commercials. But I do like when Apple tries new things like with the "Get a Mac" campaign.
I feel they tried to step out into the fun space for the Mac again with the Genius ads, but missed.
Personally, I find it kind of dull. It's very short. It's also a new ad but it actually says nothing new, or in a new way.
I don't like the way they say "on the retina iPad" at the end of these things either. It sure can't be argued that the term rolls off the tongue, and let's get real ...
... the retina display is not really that much different in person than the old one. IMO it's really tiresome the way they hawk it as the main feature.
iPad 2's and iPad 3's are very difficult to tell apart in person, and if we are honest, the easiest way to tell the two apart when you pick them up is that the iPad 3 is heavier and thicker and warmer in the hand. Those are really the first things you notice, not the retina display. If you stick your face right in it you can see ... oh yes, more pixels, but it's not really brighter or clearer, at least not by any hugely noticeable amount.
I know I'll probably get trolled to death for saying that, but I deal with these devices all day long at work and IMO it's the truth. I've also owned them all, bought them all the second they came out, and used them all day every day ever since. When the "revised" iPad 3 comes out with the IGZO display (unless they wait until iPad 4), we will all realise that the iPad 3 original model was just a chubby placeholder with a less than optimal screen, just like the "fat" nano.
The new iPad was definitely just an incremental step from the 2 thats sole purpose is marketing PR. "NEW iPAD WITH LTE AND RETINA!" Big buzz word features that don't do much in the day to day, but still people like hearing buzz words and buzz words never hurt sales.
@Gazoobee Having someone disagree with you vehemently is not being "trolled", it's being flamed. There is a big difference in screen quality between the 2 and the 'new' (pixel density and color saturation), but then again, it might not be that significant if you need contacts/glasses. Lastly, although I am agnostic and couldn't care less myself, the arrogance and condescension that comes with the quote from your sig is offensive to my sensibilities, even if it did come from Einstein.
I really hate to say it, but I agree that this one feels like a rush job. I wonder if they'd already bought the airtime for an ad campaign and had to scramble to make something new when the genius ads didn't go over well. This one is far from terrible, but the voiceover feels off and the screen demos are more literal than usual. Good to see they're willing to shift gears quickly though when things don't work out.
FWIW, I really liked the Genius ads. I understand why other people didn't, but I personally thought the Genius guy had excellent comedic timing and just the right personality to represent Apple without just mimicking Justin Long's Mac.
Guys! The genius ads were advertising Mac computers, not iPads. They are two separate campaigns. Sheesh! BTW, I liked those ads and thought they were funny and in good taste.
@Gazoobee Having someone disagree with you vehemently is not being "trolled", it's being flamed. There is a big difference in screen quality between the 2 and the 'new' (pixel density and color saturation), but then again, it might not be that significant if you need contacts/glasses. Lastly, although I am agnostic and couldn't care less myself, the arrogance and condescension that comes with the quote from your sig is offensive to my sensibilities, even if it did come from Einstein.
I intentionally misused "trolled." I have much better vision than most. Sorry to hear that you find Einstein arrogant and condescending.
I wouldn't call it "DITCHING", as the Genius Ads are promoting the Apple Store Customer Service, where this is simply continuing on with their standard product focus. Wouldn't doubt if they come back with more Genius ads and change them up slightly, . . . or not and keep on the same path. We'll see.
... the retina display is not really that much different in person than the old one. IMO it's really tiresome the way they hawk it as the main feature.
iPad 2's and iPad 3's are very difficult to tell apart in person [...] we will all realise that the iPad 3 original model was just a chubby placeholder with a less than optimal screen, just like the "fat" nano.
The new iPad display is tremendously better than the previous models' displays. You might tire of the emphasis on the retina display in ads, but I would tire of looking at an iPad 2. I've owned both models and there is no comparison. If you're used to a retina iPhone 4/4S, the old iPad displays truly suck while the new iPad display is gorgeous.
I do agree that the new iPad is a transition device--a transition period that might last less than a year. If it wasn't such a device, then it wouldn't be heavier and thicker than the iPad 2 and it wouldn't take twice as long to charge than the iPad 2. (Similar transition arguments might be made for the retina MacBook Pro, as concerns its weight and lack of 802.11ac support.)
I really hate to say it, but I agree that this one feels like a rush job.
Same here. And I wonder if the old voice's contract expired and he's asking too much. The new voice is too thin. There shouldn't be anything wrong with the talent making good money with Apple.
I hated the Genius commercials. The new one is just okay.
when you think about it... your iphone is made of plastic which is derived from oil. oil is a three letter word for liquified dead animals that are exhumed and processed. then this plastic is sprayed with a shiny black resin that people have to breathe in during their entire shift. people are being tortured for the pleasure of your phone and the phone is gps enabled tracking your every move your every sound your every thought. learn more by following this series:
If not the Genius ads they need some Mac focused campaign to take advantage of the Win shit storm up ahead. Apple will have more Retina Macs in the next year and they all these stores that will help users in ways WinPC users can't imagine. They need to take advantage of it with some campaign.
How much longer lines and more fisticuffs over Apple products do we need? I for one am probably sold on Apple products for the rest of my life, and I can probably count the number of Apple sponsored ads I've with one hand. Apple products pretty much sell themselves.
This is a true point because I'm pretty sure the "Genius" ads have recieved positive feedback on Youtube, which would signal that consumers don't see the campaign as disastrously horrible as we do, which is good
When Google's ads are found to be more effective than Apple's, perhaps it's time for whoever is ultimately responsible to step back and reconsider the direction the more recent Apple ads are taking.
Also, only people who have found the genius ads "<span style="background-color:rgb(226,225,225);color:rgb(24,24,24);font-family:'lucida grande', verdana, helvetica, sans-serif;line-height:normal;">controversial" are tech pundits and geeks. We know from the last </span>
<span style="background-color:rgb(226,225,225);"><span style="line-height:normal;">controversy of igate their opinions really have no impact with the masses. They do drive web hits however.</span> </span>
Exactly. The Genius ads are targeted at people who want to do more with their computers but don't know how - which leaves out 99% of the people complaining about them.
I've seen the same things in my Apple Store. Lots of people... kids to adults... learning things.
If only the commercials showed the inside of an Apple Store... I think that would be helpful.
I bet only a tiny percentage of people who live within range of an Apple store have actually visited one.
Apple is still playing the "switching" game... they gotta get people into the store to show them what's up.
Yes and no. I agree that the ads fell short of explaining that Apple will help you out via the Geniuses. However, I'm not sure that showing the inside of a store is the way to go. The message is that 'we're here to help' and probably is intended to include other retailers (such as the Apple reps at Best Buy stores). Showing the Apple store limits that.
Yes and no. I agree that the ads fell short of explaining that Apple will help you out via the Geniuses. However, I'm not sure that showing the inside of a store is the way to go. The message is that 'we're here to help' and probably is intended to include other retailers (such as the Apple reps at Best Buy stores). Showing the Apple store limits that.
Good points... although I don't think the Apple reps at Best Buy will teach you how to use iMovie :-)
I just wish the Mac commercials would actually SHOW someone using a Mac. For years all we've had are 2 guys standing in a white space... and now a Genius who apparently makes housecalls.
My idea about showing an Apple Store could include a Genius sitting with a customer who is learning how to use their Mac. I bet most people don't even know Apple makes one-on-one training available.
If you're in the market for a new computer... knowing you can have access to a Genius for training might be the thing that makes you choose a Mac instead of a Dell or HP computer.
Comments
Quote:
Originally Posted by Tallest Skil
I like that part of your assessment. I think, though, that any feeling of this one being rushed might come from it being just a 30 second spot, as well as the way the music's written.
I dunno if it's just the 'trying to be hip' factor of the music, but I would have liked something slower (richer) myself, and yeah, the original iPad guy back. There's nothing overtly wrong with this guy's read, it's just lacking a little heart, I think.
Were I doing commercials for Apple, I'd establish an all-around feel for the use of each product first. Something that in literally the first second of the commercial, you'll be trained to know exactly what you're going to learn about in that commercial.
Apple already does this somewhat, but I'd draw even more defined lines.
Take the retina MacBook Pro commercial. Feel? Work. Also encompassed? Power. Productivity. Sophistication. Presence. Resolution.
And then take some of the old iPod touch commercials. Feel? Play. Also encompassed? Fun, expandability, creativity, movement.
For the former, I'd do solid black backgrounds and cello/+piano. Instrumental only.
For the latter, I'd do solid white backgrounds and light (not throbby) modern music, vocals or otherwise.
I would night and day the feel of the commercials, and then I'd run at least one of each for each product I wanted, to specifically highlight their uses. For the multi-device service commercials, I'd do exactly what Apple has been doing and show the devices in focus in real world settings, out of focus.
That echos back to the time when Apple had fun iPod commercials in comparison to the more classy Mac commercials. But I do like when Apple tries new things like with the "Get a Mac" campaign.
I feel they tried to step out into the fun space for the Mac again with the Genius ads, but missed.
Quote:
Originally Posted by Suddenly Newton
A personal favorite classic Mac ad. The last line is the "oh, snap!"
Oh yeah, that was a good one! I'd forgotten.
Quote:
Originally Posted by Gazoobee
Personally, I find it kind of dull. It's very short. It's also a new ad but it actually says nothing new, or in a new way.
I don't like the way they say "on the retina iPad" at the end of these things either. It sure can't be argued that the term rolls off the tongue, and let's get real ...
... the retina display is not really that much different in person than the old one. IMO it's really tiresome the way they hawk it as the main feature.
iPad 2's and iPad 3's are very difficult to tell apart in person, and if we are honest, the easiest way to tell the two apart when you pick them up is that the iPad 3 is heavier and thicker and warmer in the hand. Those are really the first things you notice, not the retina display. If you stick your face right in it you can see ... oh yes, more pixels, but it's not really brighter or clearer, at least not by any hugely noticeable amount.
I know I'll probably get trolled to death for saying that, but I deal with these devices all day long at work and IMO it's the truth. I've also owned them all, bought them all the second they came out, and used them all day every day ever since. When the "revised" iPad 3 comes out with the IGZO display (unless they wait until iPad 4), we will all realise that the iPad 3 original model was just a chubby placeholder with a less than optimal screen, just like the "fat" nano.
The new iPad was definitely just an incremental step from the 2 thats sole purpose is marketing PR. "NEW iPAD WITH LTE AND RETINA!" Big buzz word features that don't do much in the day to day, but still people like hearing buzz words and buzz words never hurt sales.
@Gazoobee Having someone disagree with you vehemently is not being "trolled", it's being flamed. There is a big difference in screen quality between the 2 and the 'new' (pixel density and color saturation), but then again, it might not be that significant if you need contacts/glasses. Lastly, although I am agnostic and couldn't care less myself, the arrogance and condescension that comes with the quote from your sig is offensive to my sensibilities, even if it did come from Einstein.
I really hate to say it, but I agree that this one feels like a rush job. I wonder if they'd already bought the airtime for an ad campaign and had to scramble to make something new when the genius ads didn't go over well. This one is far from terrible, but the voiceover feels off and the screen demos are more literal than usual. Good to see they're willing to shift gears quickly though when things don't work out.
FWIW, I really liked the Genius ads. I understand why other people didn't, but I personally thought the Genius guy had excellent comedic timing and just the right personality to represent Apple without just mimicking Justin Long's Mac.
Quote:
Originally Posted by PatchyThePirate
@Gazoobee Having someone disagree with you vehemently is not being "trolled", it's being flamed. There is a big difference in screen quality between the 2 and the 'new' (pixel density and color saturation), but then again, it might not be that significant if you need contacts/glasses. Lastly, although I am agnostic and couldn't care less myself, the arrogance and condescension that comes with the quote from your sig is offensive to my sensibilities, even if it did come from Einstein.
I intentionally misused "trolled." I have much better vision than most. Sorry to hear that you find Einstein arrogant and condescending.
I wouldn't call it "DITCHING", as the Genius Ads are promoting the Apple Store Customer Service, where this is simply continuing on with their standard product focus. Wouldn't doubt if they come back with more Genius ads and change them up slightly, . . . or not and keep on the same path. We'll see.
Quote:
Originally Posted by Gazoobee
... the retina display is not really that much different in person than the old one. IMO it's really tiresome the way they hawk it as the main feature.
iPad 2's and iPad 3's are very difficult to tell apart in person [...] we will all realise that the iPad 3 original model was just a chubby placeholder with a less than optimal screen, just like the "fat" nano.
The new iPad display is tremendously better than the previous models' displays. You might tire of the emphasis on the retina display in ads, but I would tire of looking at an iPad 2. I've owned both models and there is no comparison. If you're used to a retina iPhone 4/4S, the old iPad displays truly suck while the new iPad display is gorgeous.
I do agree that the new iPad is a transition device--a transition period that might last less than a year. If it wasn't such a device, then it wouldn't be heavier and thicker than the iPad 2 and it wouldn't take twice as long to charge than the iPad 2. (Similar transition arguments might be made for the retina MacBook Pro, as concerns its weight and lack of 802.11ac support.)
Quote:
Originally Posted by jakeb
I really hate to say it, but I agree that this one feels like a rush job.
Same here. And I wonder if the old voice's contract expired and he's asking too much. The new voice is too thin. There shouldn't be anything wrong with the talent making good money with Apple.
I hated the Genius commercials. The new one is just okay.
"the quirky "Genius" ads missed their mark"
And the results of the impact of ads on sales are supported by a source link.... where?
Does anyone know the name of the cooking/recipe app pictured in the commercial?
when you think about it... your iphone is made of plastic which is derived from oil. oil is a three letter word for liquified dead animals that are exhumed and processed. then this plastic is sprayed with a shiny black resin that people have to breathe in during their entire shift. people are being tortured for the pleasure of your phone and the phone is gps enabled tracking your every move your every sound your every thought. learn more by following this series:
How much longer lines and more fisticuffs over Apple products do we need? I for one am probably sold on Apple products for the rest of my life, and I can probably count the number of Apple sponsored ads I've with one hand. Apple products pretty much sell themselves.
Quote:
Originally Posted by blackbook
This is a true point because I'm pretty sure the "Genius" ads have recieved positive feedback on Youtube, which would signal that consumers don't see the campaign as disastrously horrible as we do, which is good
When Google's ads are found to be more effective than Apple's, perhaps it's time for whoever is ultimately responsible to step back and reconsider the direction the more recent Apple ads are taking.
http://adage.com/article/digital/google-making-apple-ads-apple/236477/
Good, those Genius ads we're so best buy style, it was ridiclous.
Exactly. The Genius ads are targeted at people who want to do more with their computers but don't know how - which leaves out 99% of the people complaining about them.
Yes and no. I agree that the ads fell short of explaining that Apple will help you out via the Geniuses. However, I'm not sure that showing the inside of a store is the way to go. The message is that 'we're here to help' and probably is intended to include other retailers (such as the Apple reps at Best Buy stores). Showing the Apple store limits that.
Good points... although I don't think the Apple reps at Best Buy will teach you how to use iMovie :-)
I just wish the Mac commercials would actually SHOW someone using a Mac. For years all we've had are 2 guys standing in a white space... and now a Genius who apparently makes housecalls.
My idea about showing an Apple Store could include a Genius sitting with a customer who is learning how to use their Mac. I bet most people don't even know Apple makes one-on-one training available.
If you're in the market for a new computer... knowing you can have access to a Genius for training might be the thing that makes you choose a Mac instead of a Dell or HP computer.