Critics Blast Apple's Cheesy New Ad Campaign 244
theodp writes "BetaBeat reports that people are pretty much falling over themselves to mock Apple's cheesy new Genius ad campaign, using zingers like 'intellectually cheap,' 'cringe-inducing,' 'borderline smarmy,' and — perhaps the unkindest cut of all — Microsoft-worthy — to describe them. Apple's trilogy-of-terror ad lineup includes Mayday ('An Apple Genius shows a fellow passenger how easy it is to make great home movies with iMovie. All before the tray tables are returned to their upright position.'), Labor Day ('An Apple Genius shows a soon-to-be father all the amazing things he can make with iPhoto.'), and Basically ('An Apple Genius points out there are a lot of things that separate a Mac from an ordinary computer, like great apps that come built in.'). The Atlantic's Jordan Weissmann says Steve Jobs would be appalled by the new ads, which certainly don't fare well in a head-to-head comparison with Think Different."
Successful ad campaign is successful (Score:5, Insightful)
Re:Successful ad campaign is successful (Score:5, Insightful)
it's detailed well elsewhere too.
if views were a metric, then it's successful. but if apple had filmed a turd for 20 seconds and published that as an official advert it would have the highest viewcount on youtube - however I really doubt that would mean it's a successful advert for them in building of their brand image.
Basically they're Apple adverts, basically.
Why is this a subject of debate? (Score:2, Insightful)
Isn't an ad campaign basically a self-measuring practice? Either their sales will go up, or they wont. Why do we need pundits to weigh in on *everything* in the universe? Advertising these days is everywhere and constant, this is like someone criticizing Heinz for making lousy ketchup. Are people buying it? Yes? Then shut the f up and go find something worthwhile to debate.
Think Different (Score:4, Insightful)
From the Think Different Ad: "They push the human race forward."
By litigating so that their competitors can't sell what may end up being superior products! Yeaaaaaaahhhhhh! Keep pushing the human race forward Apple!
Re:People are talking (Score:5, Insightful)
GEICO and Progressive ad campaigns generate giggles, but they're being dumped because they actually don't generate any increase in revenue.
Personally I can't see how anyone thought it was a good move to label Apple technicians "Geniuses". If they were geniuses, they would be doing something useful.
Re:Why is this a subject of debate? (Score:4, Insightful)
Isn't an ad campaign basically a self-measuring practice? Either their sales will go up, or they wont.
Half of the money spent on marketing is wasted. The problem is figuring out which half.
Re:the 'Steve Jobs would be appalled' hypothetical (Score:4, Insightful)
You know, the funny thing is that if you substitute "Commander Taco" For Jobs and "Slashdot" for Apple, your paragraph still works pretty well.
Founder effect?
Re:The take-away (Score:2, Insightful)
Apple customers need help for even the simplest thing on their Apple computer. Apple customers lack common sense. Apple customers don't even know what an Apple computer is.
The ads aren't for Apple's current customers. They are designed to reassure users thinking about switching to the Mac that they will have support. If Apple wants to expand their market share, it can only come from PC/Windows users.
Re:People are talking (Score:5, Insightful)
It is generating buzz. Bad or good, that is the goal of an ad campaign.
You don't want to generate buzz by destroying your hard-earned brand identity. Let's compare:
1) Old campaign "You can intuitively and effortlessly do cool things with our products."
2) New campaign "You will find yourself in tech emergencies while using our products, from which only a trained professional can save you (even though we used to tell you this only happened to customers of our competitor)."