New Apple AD Campaign For The Holidays?
Mac Rumors quotes Cnet sources that Apple (and presumedly Chiat/Day) are planning a new holiday ad campaign for the entire Mac line.
"CNet's sources note that Apple is planning a "major consumer advertising campaign around the holidays to promote its computer line."
All Macs will be shipping with Panther pre-installed by then. Will these be the ads that FINALLY show off OS X to the general public?
"CNet's sources note that Apple is planning a "major consumer advertising campaign around the holidays to promote its computer line."
All Macs will be shipping with Panther pre-installed by then. Will these be the ads that FINALLY show off OS X to the general public?
Comments
If history is any indication (and it usually is), then I wouldn't expect much more than another vague, slightly schmaltzy spot that does absolutely NOTHING to intrigue non-Mac users and only seems to get the attention of the already-faithful.
In other words, the more geeky, easily-amused among you will stain your Levis over it, but not a single current PC user will be struck with the urge to check out a Mac or investigate the platform a bit more.
But I'd LOVE to be proven wrong once...
Originally posted by Wrong Robust
Apple has been changing a lot of their strategies recently...
I have a sneaky feeling we're going to see Panther on screen in these ads. Expose alone is worth a really slick ad. Show the actual features of OS X and then pull back from the desktop to show which particular Mac it's running on. Have a different Panther feature associated with a different Mac in each ad.
Expose to throbbing music on an iMac. iSync and bluetooth on a 12" Powerbook. iTunes Music store and an iPod with an iBook. A whole series, so each time you see one of the Panther features up close it pulls back to a different Mac. Then do that patented fast mo/slow mo spin to the Apple logo with the following tag lines:
Put a Panther in your computer
The New Macs, with OS X: Panther
A screen showing someone browsing through itunes, he(she) minimizes the itunes window, showing Panther in its glory, camera zooms back showing the 23" monitor. Zooms back further to show the G5 next to it. And then zooms back to show a (insert demographic) walking away, ipod in hand.
It would show most of their products off, but it doesnt feel very apple-y.
Something that shows a) the hardware and b) makes it known the kind of things you can do with the OS and iApps working together.
Jobs demos this stuff on stage a couple of times a year and we all get fired-up and excited and downright torqued-up! But it's obvious to me and anyone else with a clue that the majority of NON-MAC people out there HAVE NO IDEA about how cool and easy the iApps are, how slick the hardware is, how hassle free things like networking, downloading photos, A/V chatting, etc. are on a Mac.
Again, that's Apple's - and Apple's alone - fault for not making that central to a major, focused campaign. They keep wheeling out this esoteric, means-nothing-to-anyone crap, time after time.
Don't tell me there isn't a way to distill it down to slick, attractive, attention-getting 30-second spots so OTHERS (non-Mac users) can see what all the fuss is about.
But yes, SHOW THE HARDWARE. It's too sexy and cool not to! They're idiots for not having the Switchers holding/standing next to their various Macs of choice. That would've given that campaign a bit of sparkle and some additional depth and impact.
Show the hardware.
Then make a series, as stated above, where photos are the focus in one spot, music another (throw in the iPod and the music store too), another about Panther, maybe one doing some SERIOUS "myth-debunking", in plain-spoken, upfront language ("Microsoft does indeed make Office for the Mac" and "Macs just aren't for graphics" would be two nice starting points, seeing as how those are ALWAYS the first two things every PC-user I know brings up when the conversation turns to Apple and Macs).
if you really want to show why a Mac is great, something like the following.
guy and girl are watching TV. they're watching some program they like on TV.
there's a song they hear. light hearted debate ensues as to what the song is. (they both love it)
guy reaches to his left, grabs his laptop and wirelessly connects to the net. (have him carry it into the kitchen to pick up something to eat, just to highlight the wireless part.)
googles the lyrics and finds the songs name.
goes to iTunes, looks it up and listens to the 30 second preview. downloads the song in a click and puts it on his wife's iPod for her.
just something to show how great they work for you, instead of you working for them.
er, I mean, that's not funny