This is GREAT! I've been wanting to see this type of thing for a long time now (real people in real situations...not just cutesy, "preaching to the choir" ads Apple has been churning out for far too long).
I think it's very good, because it's not interesting enough to make you want to listen very long, so you pay attention to what they say. Also, they edit the ads in such a way where the person and the music both pause simultaneously, making your mind wonder what happens next. Since the music stays the same, you switch to listen to the person. Very well edited and chosen.
Diversity
Dianne Druyff, to me, almost looks multi-ethnic, so I think Apple hasn't totally restricted these to white folk. Also, I think it's great that Apple has "ugly" people in their ads, as it shows that not just beautiful people use a Mac, but that ANYBODY can and does.
Effectiveness
Dave Haxton makes a good point in saying that Macs aren't just for designers, as a lot of non-Mac people think that. He says its a good all-around computer, and he's right. Too long, people have been stuck on the "Macs are for designers only" stereotype, and these ads do a good job in showing "real" people sharing their thoughts on the simplicity and diversity of the Mac. Very nice.
Damon Wright's comments on dropping his Wintel files on his "Macintosh" and having every one of them work on it was priceless too. That needed to be said. Check it, though, Damon. We don't use "Macintosh" anymore.
Microsoft
They're gonna hate this campaign, because it points out EVERY SINGLE ONE of Windows' flaws and people's complaints about it. We'll see what the relationship between the companies ends up being after this.
apple.com/switch
First, I was wondering how and when Apple was going to replace the iCards tab on their site. This is a VERY good way to do it! The best part is the "Guide to Switching."
My question: I seem to remember Apple asking its user base a few months ago for their/our stories on switching to a Mac and what we like about them so much. Obviously this is the result, but does anyone else remember that?
Only thing i wish they included in the ads was shots of the products they were taking about.
"...So I bought an iBook..." <cut to iBook> "and its great" <cut back>
</strong><hr></blockquote>
Actually, I was thinking the exact same thing. Just a quick shot or two of the product, or in the case of the iBook or PowerBook, perhaps the person talking could simply be holding one (good way to show off it's thin, small design next to a person).
For deskbound Macs, perhaps just a quick shot of one on a desk or in use.
I was really enjoying reading this thread until the whole race rubbish came along. I was born in South Africa and have black skin, and to top it off Im also Gay (that qualifies me to be in a so called minority group), I live in Austrlia, and consider myself a proud Aussie. I dont live my life according to the colour of my skin,my religion or my sexuality, and I dont judge the world with paranoid ignorance. I live as a person who doesnt judge, and doesnt feel like the world owes me something, and I suggest you guys do the same.
Now for the reason we are here. Apple makes the best computers in the world. This new Switch campaign is awesome, its finally what Apple needs to communicate its message to "real people", and not tech heads. As human beings we are all curious and if nothing else, this campaign will make people curious enough to want to know more, and that will equate to sales and new Mac users who will continute to buy Macs in the future. FINALLY Apple is getting aggressive with its advertising and getting the message that we all already knew out there.
So lets all of us enjoy what this is all about and praise Apple for their awesome efforts. If you have a hang up about being in a minority "get over it!", not everything in this world is about you.
I think this is just the sort of thing Apple has needed to do for ages. Agressive marketing. Microsoft will hate these ads, as has been said before. Absolutly hate them.
I have a few friends who i will point to this page now, as they often redicule my commitment to Mac, without making any effort to discover the Force. Now we all have some excellent examples of people who have discovered macintosh.
I think this is a great move and a long time coming. However, it's still going to be a tough battle ahead.
Perceptions are hard to change. Apple is thought as an innovator. While most of us applaud that, many fear it.
Add on top of that, Apple's prices and specs need to more competitive in order for many to justify the move.
There are so many Wintel users who are ignorant of what a Macintosh is. Some still see it as that classic 128K b&w squarish box.
Most see it as that fruity colourful gumdrop toy.
Heck a friend was surprised to find that USB devices work on Macs (even though USB was first made mainstream on one).
But perceptions are slowly changing. Another PC friend at least acknowledged that Macs are cooler and have always been known for it's ease of use. He didn't have this same opinion 7-8 years ago when I first knew him.
I would like to see Apple follow up with some kind of promotion to further entice PC users, something like:
"We know PC users are accustomed to two-button mice, so if you buy a Mac from our online store, we'll send you a Microsoft Intellimouse Explorer (or another one from <a href="http://apple.com/switch/questions/peripherals/input.html"; target="_blank">here</a>) absolutely free."
Actually, I'd like to see Apple offer "switchers" a choice of one free item, such as the aforementioned two-button mouse, any popular PC game that has been ported to Mac OS X, or a one-year subscription to a Mac magazine, like MacAddict.
What do you think? I'm sure many of you could suggest other types of items, or other promotions altogether.
<strong>I was really enjoying reading this thread until the whole race rubbish came along. I was born in South Africa and have black skin, and to top it off Im also Gay (that qualifies me to be in a so called minority group), I live in Austrlia, and consider myself a proud Aussie. I dont live my life according to the colour of my skin,my religion or my sexuality, and I dont judge the world with paranoid ignorance. I live as a person who doesnt judge, and doesnt feel like the world owes me something, and I suggest you guys do the same.
</strong><hr></blockquote>
God, this is what I've been saying for years!!!!! In America, in case you don't know, it is considered politically correct to point out that there are only white people in a commercial and talk about how the company is obviously racist. This crap has gone way too far. Great post walexx!!!!!!
Some of these people are rather "geeky" like the people in the product commericals. But then again I suppose that more indicative of the Mac user population.
I remember when Apple did use some celebs in their ads, namely Henry Rollins holding his PowerBook open and (apparently) screaming.
There's an observant post on Slashdot how these ads target less of the core of Windows users than those on the edge... Smart folk, weary of Windows and a eye for good design, who couldn't take the Apple of the early 90s, or who just wandered down the wrong road.
It seems that this is the group that Apple is targeting. Going strong, but starting small. After all, switching over (not as a first-time user, or novice) isn't exactly a piece of cake. You have to have a little moxie / spirit /etc.
I think the ads are very smart. Errol Morris does his thing well.
I absolutely DISagree. As a consumer, I'm sick of "So-and-so celebrity uses this product, so I should too!" ads. They're phony, and people know it.
Michael Jordan eats Ballpark Franks? Well I want to now, too! Please.</strong><hr></blockquote>
I totally disagree with that. Remember the FOX Sports bit with Shaq + the iPod? That was 100x better as an advertisment than anything Apple has ever done, including these ads.
I'm not talking about getting celebrities to falsely prop up the product, nothing like getting Suzanne Somers to advertise some new cheapo exercise equipment. I'm talking about honest anecdotes from people we recognize, not bagel schmoozing from Regis Philbin.
There are plenty. Shaq may not have the best presentational skill, but he certainly sold the iPod well.
There are plenty of celebrities that would be willing to do ads like these. These are a lot like the promotional videos we see at keynotes...too bad we never see those on TV.
THE GODS HAVE LISTENED TO OUR BEDSIDE CRIES! <img src="graemlins/lol.gif" border="0" alt="[Laughing]" /> Finally, Apple actually ADDRESSES converting users rather than passively converting them through relatively useless advertisements. Look- the number one reason in the former ads is now <a href="http://www.apple.com/switch/whyswitch/"; target="_blank">#10</a>.
I have to agree with the target audience on these ads. I don't think Apple is going for the hardcore Windows users. I think they're going for the fringe...those folks who use PCs because "everybody else does." Jeez, that's gotta be half of the computer-using public!
Also, kudos to Apple for not waiting until MWNY or some other self-imposed milestone event to roll this campaign out. I think's it's long overdue.
Comments
By the way, that Liza Richardson (DJ) is a cutie!
The Music
I think it's very good, because it's not interesting enough to make you want to listen very long, so you pay attention to what they say. Also, they edit the ads in such a way where the person and the music both pause simultaneously, making your mind wonder what happens next. Since the music stays the same, you switch to listen to the person. Very well edited and chosen.
Diversity
Dianne Druyff, to me, almost looks multi-ethnic, so I think Apple hasn't totally restricted these to white folk. Also, I think it's great that Apple has "ugly" people in their ads, as it shows that not just beautiful people use a Mac, but that ANYBODY can and does.
Effectiveness
Dave Haxton makes a good point in saying that Macs aren't just for designers, as a lot of non-Mac people think that. He says its a good all-around computer, and he's right. Too long, people have been stuck on the "Macs are for designers only" stereotype, and these ads do a good job in showing "real" people sharing their thoughts on the simplicity and diversity of the Mac. Very nice.
Damon Wright's comments on dropping his Wintel files on his "Macintosh" and having every one of them work on it was priceless too. That needed to be said. Check it, though, Damon. We don't use "Macintosh" anymore.
Microsoft
They're gonna hate this campaign, because it points out EVERY SINGLE ONE of Windows' flaws and people's complaints about it. We'll see what the relationship between the companies ends up being after this.
apple.com/switch
First, I was wondering how and when Apple was going to replace the iCards tab on their site. This is a VERY good way to do it! The best part is the "Guide to Switching."
My question: I seem to remember Apple asking its user base a few months ago for their/our stories on switching to a Mac and what we like about them so much. Obviously this is the result, but does anyone else remember that?
<strong>95% PERFECT!!
Only thing i wish they included in the ads was shots of the products they were taking about.
"...So I bought an iBook..." <cut to iBook> "and its great" <cut back>
</strong><hr></blockquote>
Actually, I was thinking the exact same thing. Just a quick shot or two of the product, or in the case of the iBook or PowerBook, perhaps the person talking could simply be holding one (good way to show off it's thin, small design next to a person).
For deskbound Macs, perhaps just a quick shot of one on a desk or in use.
Good idea. Maybe future ads will do that.
Now for the reason we are here. Apple makes the best computers in the world. This new Switch campaign is awesome, its finally what Apple needs to communicate its message to "real people", and not tech heads. As human beings we are all curious and if nothing else, this campaign will make people curious enough to want to know more, and that will equate to sales and new Mac users who will continute to buy Macs in the future. FINALLY Apple is getting aggressive with its advertising and getting the message that we all already knew out there.
So lets all of us enjoy what this is all about and praise Apple for their awesome efforts. If you have a hang up about being in a minority "get over it!", not everything in this world is about you.
Apple Rocks !!!!!!.
I think this is just the sort of thing Apple has needed to do for ages. Agressive marketing. Microsoft will hate these ads, as has been said before. Absolutly hate them.
I have a few friends who i will point to this page now, as they often redicule my commitment to Mac, without making any effort to discover the Force. Now we all have some excellent examples of people who have discovered macintosh.
low-?i
I'm not impressed yet...If they want to get real people, they should get real *recognizable* people...celebrities.
...and I don't mean Harry Knowles...
Perceptions are hard to change. Apple is thought as an innovator. While most of us applaud that, many fear it.
Add on top of that, Apple's prices and specs need to more competitive in order for many to justify the move.
There are so many Wintel users who are ignorant of what a Macintosh is. Some still see it as that classic 128K b&w squarish box.
Most see it as that fruity colourful gumdrop toy.
Heck a friend was surprised to find that USB devices work on Macs (even though USB was first made mainstream on one).
But perceptions are slowly changing. Another PC friend at least acknowledged that Macs are cooler and have always been known for it's ease of use. He didn't have this same opinion 7-8 years ago when I first knew him.
"We know PC users are accustomed to two-button mice, so if you buy a Mac from our online store, we'll send you a Microsoft Intellimouse Explorer (or another one from <a href="http://apple.com/switch/questions/peripherals/input.html"; target="_blank">here</a>) absolutely free."
Actually, I'd like to see Apple offer "switchers" a choice of one free item, such as the aforementioned two-button mouse, any popular PC game that has been ported to Mac OS X, or a one-year subscription to a Mac magazine, like MacAddict.
What do you think? I'm sure many of you could suggest other types of items, or other promotions altogether.
[ 06-10-2002: Message edited by: DoughBoy ]</p>
I'm not impressed yet...If they want to get real people, they should get real *recognizable* people...celebrities.
...and I don't mean Harry Knowles... <hr></blockquote>
Most celebrities already use Macs...
64% of all statistics are made up. 14.5% of people know that.
<strong>If they want to get real people, they should get real *recognizable* people...celebrities.</strong><hr></blockquote>
I absolutely DISagree. As a consumer, I'm sick of "So-and-so celebrity uses this product, so I should too!" ads. They're phony, and people know it.
Michael Jordan eats Ballpark Franks? Well I want to now, too!
<strong>I was really enjoying reading this thread until the whole race rubbish came along. I was born in South Africa and have black skin, and to top it off Im also Gay (that qualifies me to be in a so called minority group), I live in Austrlia, and consider myself a proud Aussie. I dont live my life according to the colour of my skin,my religion or my sexuality, and I dont judge the world with paranoid ignorance. I live as a person who doesnt judge, and doesnt feel like the world owes me something, and I suggest you guys do the same.
</strong><hr></blockquote>
God, this is what I've been saying for years!!!!! In America, in case you don't know, it is considered politically correct to point out that there are only white people in a commercial and talk about how the company is obviously racist. This crap has gone way too far. Great post walexx!!!!!!
I remember when Apple did use some celebs in their ads, namely Henry Rollins holding his PowerBook open and (apparently) screaming.
It seems that this is the group that Apple is targeting. Going strong, but starting small. After all, switching over (not as a first-time user, or novice) isn't exactly a piece of cake. You have to have a little moxie / spirit /etc.
I think the ads are very smart. Errol Morris does his thing well.
<strong>
I absolutely DISagree. As a consumer, I'm sick of "So-and-so celebrity uses this product, so I should too!" ads. They're phony, and people know it.
Michael Jordan eats Ballpark Franks? Well I want to now, too!
I totally disagree with that. Remember the FOX Sports bit with Shaq + the iPod? That was 100x better as an advertisment than anything Apple has ever done, including these ads.
I'm not talking about getting celebrities to falsely prop up the product, nothing like getting Suzanne Somers to advertise some new cheapo exercise equipment. I'm talking about honest anecdotes from people we recognize, not bagel schmoozing from Regis Philbin.
There are plenty. Shaq may not have the best presentational skill, but he certainly sold the iPod well.
There are plenty of celebrities that would be willing to do ads like these. These are a lot like the promotional videos we see at keynotes...too bad we never see those on TV.
Also, kudos to Apple for not waiting until MWNY or some other self-imposed milestone event to roll this campaign out. I think's it's long overdue.
<strong>And why only white people? What happened to cultural and ethinic diversity?
This won't go down well with my friends at the NAACP.
[ 06-10-2002: Message edited by: Nostradamus ]</strong><hr></blockquote>
...not to mention the ACLU, of course.