Apple Intros New Mac Ads During Olympics

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Apple unveiled three new Mac commercials during the opening ceremonies for the 2012 Olympics in London over the weekend. The ads use a different style compared to recent Apple commercials and use an Apple Genius in different situations showing off Mac features.

Apple uses a Genius to show off the Mac in new adsApple uses a Genius to show off the Mac in new ads

The first commercial, “Mayday,” has the Genius on an airplane helping a passenger with iMovie. The second, “Basically,” has the Genius explaining to someone that the Mac knock off he bought really isn’t the same as a real Mac. The third, “Labor Day,” puts the intrepid Genius in a position where he explains to a father-to-be how to make iPhoto albums and books while his wife is in labor.

Instead of relying on celebrities, the new commercials use unknown actors in humorous situations to show off Mac and Apple software features. The last time Apple used TV advertising to promote the Mac was during its “Get a Mac” campaign with John Hodgman and Justin Long.

All three of the ads are available for viewing at the Apple website.

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11 Comments Leave Your Own

paikinho

This has to be the dumbest Advertising campaign yet for Apple.

Basically they are shooting themselves in the foot by insinuating users are idiots and the Apple ecosystem is somehow in need of a “Genius” to figure things out.

They really can’t yank these ads quickly enough.

SMG

Bad, bad, bad advertising. If this is what we can expect of Tim Cook’s leadership, Apple is going to be in big trouble. Steve Jobs would never have approved this campaign and probably would have thrown the agency out of his office.

geoduck

I like them. the fact is that most people DO need help with their computers and this shows how good the Geniuses are.
They are silly and wry and fun.
Steve Jobs is gone. If Tim Cook keeps asking himself WWSJD then Apple will stagnate. Apple needs to keep moving forward.
I not only don’t want these ads yanked, I want them to continue the series. This could be as fun as the I’m a Mac ads.

formerLMG

The commercials are insulting and misleading… the Genius team is responsible for break/fit, not teaching. So now that the studios and learning areas have been removed from all the stores, some bonehead thinks its a good time to showcase services which none of the stores can really provide in a decent manner.

Hagen

the Genius team is responsible for break/fit, not teaching. So now that the studios and learning areas have been removed from all the stores, some bonehead thinks its a good time to showcase services which none of the stores can really provide in a decent manner.

What’s being shown in many cases are what the One to One service offers. Yes, they’re not things offered directly at the Genius Bar.  But are the masses going to make that distinction?  WE know the difference because we pay attention to such details. These commercials are oriented towards those who are NOT familiar with Apple stuff, and they see no difference.

Better not to complicate the issues in a 30 second spot. These are glossed, but the message is simple and direct.

iJack

There are quite a few “geniuses” posting on this thread who obviously don’t know a goddam thing about advertising, but still exhibit the brass to criticize the ads without even knowing if they work, or not.

“They really can?t yank these ads quickly enough.”

You know this exactly, how?  Run your own marketing surveys, have you?

paikinho

iJack:
You know this exactly, how?  Run your own marketing surveys, have you?

What I wrote is called an opinion.

Making your end users out to be dolts and in need of random genius’ who come to your salvation is a bit of a difference from how apple has marketed itself in the past.

I just think it is the wrong approach. And there are plenty of folks who also hold this view apparently. The trend of commentary from twitter generally tended to be negative during the opening ceremony. And there has been other negative commentary coming from various quarters in the media as well.

As far as people people on this site not knowing a GD thing about advertising… I would dispute this. Every one of us is imbued with a sense of an ad striking us in a negative or positive way.

If many reactions generally tend to be negative, then I would say the ad campaign is likely not doing what it is supposed to, at least for apple.

There are ad campaigns which do plenty of marketing research and test runs which later fail under live conditions. So market research can only go so far.

As far as this ad campaign is concerned, it will keep apple up in everyone’s mind perhaps, but how will it shape peoples view of apple? I don’t think it is a positive message, your opinion seems to differ.

geoduck

If many reactions generally tend to be negative, then I would say the ad campaign is likely not doing what it is supposed to, at least for apple.

I haven’t seen this much buzz about an Apple ad for some years. I’d say it is doing EXACTLY what it’s supposed to do.

paikinho

I suppose you could be right Geo at least as far as comments and interest.

I guess the bigger question is, does this increase sales or not?

Not all advertising is good advertising. But even the worst sort of ads can be successful in their goal of increasing sales. I remember a local ad that had a rather loud and obnoxious person screaming at the TV viewers. It actually was a rather effective ad in that it increased sales for the used car dealer because it put the used car dealers name in everyone’s brain whether they wanted it to be there or not.

I am not certain that this negative tactic is the best for apple. But then again, I am a current user of apple products.

I could be wrong, but the reaction of most of the folks I have chatted with who saw the ad seems to be what is apple doing?

Now I suppose that the ads could morph over time and I am pretty sure apple won’t jettison the campaign, but I am just one person with an opinion.

Personally I hope the campaign is wildly successful because my apple stock will fly upwards. But I fear it is a misstep and a poor portrayal of users.

iJack

I guess the bigger question is, does this increase sales or not?

EXACTLY.  And until you know the answer to that, you’re not in a position to say whether they should yank the ads, or not.  Opinions are useful only when they are informed.

paikinho

“EXACTLY.  And until you know the answer to that, you?re not in a position to say whether they should yank the ads, or not.”

I suppose you are right.
But I still can’t help feeling that this is a misstep and my reaction to the ads is still that they are really lame.

As a stock holder I hope they are successful, but time will tell as you say.

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