Well, it certainly makes you want to see it through to the end, which seperates it from 90% of the other commercials out there. How many people are going to see this guy slam into the tree, see the camera pan to the house with the hole blown out of the side, and then click the channel?
Maybe not a homerun, but I liked it. Much better than some of the crap they've spewed out in the past.
Well, it certainly makes you want to see it through to the end, which seperates it from 90% of the other commercials out there. How many people are going to see this guy slam into the tree, see the camera pan to the house with the hole blown out of the side, and then click the channel?
I would have, had I not known that it was an Apple commercial. I have seen this same basic idea used over and over and over to the point where it has no effect on me whatsoever.
A better variation on this theme was the guy sitting in a chair listening to some Sony product. It got the message across with out going over the top. And it could be used for both tv and print.
I agree the "Think Different" concept was a 'holier than thou' campaign setting Apple apart from the others by suggesting they they were elite, but I wasn't suggesting that the G5 ad is along those lines. It isn't a Think Different ad. The ad is just simply different from the other computer ads on television. It doesn't portray any message of being elite or for the elite user. Just because it doesn't blend in with the other computer ads on TV doesn't imply it's meant for elite users or bound to fail. In advertising, you just need to stand out amongst all the other advertising, get the viewer's attention, and make sure the product you are advertising sticks in their head. I think the G5 ad does all that, and therefore I like it.
This ad is simply targeting people who like a fast computer - no one in specific really. The ad certainly isn't targeting the corporate market, as the G5 is not meant for corporate use. Corporations want a truckload of computers they can get for $400 a piece - obviously you're not going to see a G5 sitting on the desk of some corporate exec or his secretary. The G5, and therefore the ad, does not appeal to corporate buyers. The ad is entertaining, so the people who will actually use a G5, those in the media creation business, well like the ad, and when they see that beauty sitting on the desk in all of it's glory, they will want one.
Ad history is full of "entertaining" ads on tv and print that simply never sold product. This ad cannot be, in its present form, translated into print for example. Remember the guy sitting in a chair being "blown" away by the Sony setup in front of him? That worked on tv and in print. It offered the same "wham, bam" effect without going over the top.
Apple's whole approach to their ad campaigns is getting a bit tiresome. Chiat-Day has had the account for a very long time. Most companies have yearly or bi-yearly reviews to see if things are working or not. Apple, in my opinion, needs to seek another agency with fresh ideas. The G5 ad may be new for Apple (well not really, the 1984 ad used the idea of destruction much better) but the concept has been around a long, long time.
If the ad is so great why do you have the product wrong? It wasn't sony.
So what was it? Was it Panasonic? It was a long time ago and I forgot the brand. Nevertheless, it was a good campaign at the time and wasn't overtly violent, just amusing.
The best ad for the G5 would be if he sat down, started to edit in FCP or Photoshop, and got faster and faster and faster until he and the screen were just blurs.
Could someone find the link that allows me to ctrl-click and save the movie to my hard drive? I tried some names and I couldn' figure out what it was. That would be much appreciated.
Btw, do you see why there is no mouse when the camera is near the G5?
Because he is holding it in his hand! Watch the commercial again. At about 00:00:04 (4 sec) into the movie, you see him getting smashed against the tree. And he still holds the mouse in his hands...
Comments
Maybe not a homerun, but I liked it. Much better than some of the crap they've spewed out in the past.
Originally posted by murbot
Well, it certainly makes you want to see it through to the end, which seperates it from 90% of the other commercials out there. How many people are going to see this guy slam into the tree, see the camera pan to the house with the hole blown out of the side, and then click the channel?
I would have, had I not known that it was an Apple commercial. I have seen this same basic idea used over and over and over to the point where it has no effect on me whatsoever.
Anyone care for a pop-tart?
I agree the "Think Different" concept was a 'holier than thou' campaign setting Apple apart from the others by suggesting they they were elite, but I wasn't suggesting that the G5 ad is along those lines. It isn't a Think Different ad. The ad is just simply different from the other computer ads on television. It doesn't portray any message of being elite or for the elite user. Just because it doesn't blend in with the other computer ads on TV doesn't imply it's meant for elite users or bound to fail. In advertising, you just need to stand out amongst all the other advertising, get the viewer's attention, and make sure the product you are advertising sticks in their head. I think the G5 ad does all that, and therefore I like it.
This ad is simply targeting people who like a fast computer - no one in specific really. The ad certainly isn't targeting the corporate market, as the G5 is not meant for corporate use. Corporations want a truckload of computers they can get for $400 a piece - obviously you're not going to see a G5 sitting on the desk of some corporate exec or his secretary. The G5, and therefore the ad, does not appeal to corporate buyers. The ad is entertaining, so the people who will actually use a G5, those in the media creation business, well like the ad, and when they see that beauty sitting on the desk in all of it's glory, they will want one.
Originally posted by pscates
His wife/girlfriend is kinda hot.
I agree. In a sharp kind of way.
It's uh, just like, sitting there.
Originally posted by murbot
mind-blowingly fast "important graphics stuff" moving all over it.
This ad is just so un-apple. And silly.
Apple's whole approach to their ad campaigns is getting a bit tiresome. Chiat-Day has had the account for a very long time. Most companies have yearly or bi-yearly reviews to see if things are working or not. Apple, in my opinion, needs to seek another agency with fresh ideas. The G5 ad may be new for Apple (well not really, the 1984 ad used the idea of destruction much better) but the concept has been around a long, long time.
One thing though, we're discussing it!
You are talking of the ad where the guy is slouched in a leather chair and the sound from his speakers is pushing his glass across his side table.
Originally posted by Eugene
Memo to Apple: Ditch TBWA/Chiat/Day for another agency like Leo Burnett.
Leo Brunett? No way, have you seen their ads for Nintendo? My god they suck.
If the ad is so great why do you have the product wrong? It wasn't sony.
So what was it? Was it Panasonic? It was a long time ago and I forgot the brand. Nevertheless, it was a good campaign at the time and wasn't overtly violent, just amusing.
Originally posted by pscates
His wife/girlfriend is kinda hot.
hey how do you know thats not his mom!
Originally posted by Ti Fighter
hey how do you know thats not his mom!
Even better.
Originally posted by murbot
Would have been so much better if that display was going ape shit with some mind-blowingly fast "important graphics stuff" moving all over it.
It's uh, just like, sitting there.
Like the old PowerMac G3 commercials!
Thanks,
Andrew
Because he is holding it in his hand! Watch the commercial again. At about 00:00:04 (4 sec) into the movie, you see him getting smashed against the tree. And he still holds the mouse in his hands...