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gorickey · Jun 10, 2002, 12:23 PM

I love the new ads, Apple is going after a HUGE market here and I think this is exactly the way to do it. For so long now I think the whole "Think different." campaign was solid, but literally scared people to convert...they didn't take it as "Think different, think better"...but now the newer "Everything is Easier on a Mac" and these ads are a GREAT step towards winning some Wintel faithful over to Macintosh...and with the OS X, there is not a better time to do so if you ask me.

theoden · Jun 10, 2002, 12:28 PM

Amen to that. Just finished viewing them all. When trying to convince a 'PeeCee Weenie' that the mac in a viable option, they usually just blow it off, stating that the mac is incompatiable, yadda yadda... you all know the routine

Hopefully these ads will work as intended. I like them

starman · Jun 10, 2002, 12:35 PM

The ads suck.

They say "I'm such a stupid idiot that I can't figure out how a computer works".

Mike

gorickey · Jun 10, 2002, 12:42 PM

<blockquote>quote:<hr /> The ads suck.
They say "I'm such a stupid idiot that I can't figure out how a computer works". <hr /></blockquote>EXACTLY! That is probably one point Apple is trying to make. Basically, "Windows made me stupid, I couldn't figure anything out; however, once I came over to the Mac...it was seamless and intuitive."

Make sense?

Toyin · Jun 10, 2002, 12:43 PM

<blockquote>quote:<hr />Originally posted by starman:
The ads suck.

They say "I'm such a stupid idiot that I can't figure out how a computer works".

Mike<hr /></blockquote>I disagree, they have a few IT folks and a programmer in the commercials. I think the ads do a good job of saying, "sure windows works if you put in the effort to learn how to use it, but on a Mac all your effort can be used working not in figuring out how to use it.

Target Practice · Jun 10, 2002, 12:54 PM

I think the ads are brilliant. Why?

- Real people with real emotions about using computers. Everyone who has used Windows can relate to these peoples' stories. Plus, they talked with their hands a lot -- which adds humor and impact to their message.

- Highlight Apple's coolness factor -- especially the DJ. Apple knows what Sony knows -- after a product becomes a commodity in the market, people resort to buying on feelings, style, ego, coolness, etc.

- The ads put Windows on the defensive immediately -- they rely on showing Windows weaknesses and not on a OS feature comparison. It's the first time I recall Apple proclaiming that Mac OS is simply, on the whole, better than Windows.

starman · Jun 10, 2002, 12:55 PM

I don't see that. People are inhernetly stupid. I use Windows every day, both at home and at work. I have 2 Macs and 2 PCs at home. Fact is, in terms of simple usability, they're both just as easy. At what level do things become difficult for these PC users, and what SPECIFICALLY does the Mac do to help them? The commercials speak about generalities, and don't answer anything specific.

I think the idea behind the commercials is good, but the execution of them is terrible. They just say that the Mac helps them, but doesn't say how or why.

Mike

gorickey · Jun 10, 2002, 01:11 PM

<blockquote>quote:<hr /> and what SPECIFICALLY does the Mac do to help them? The commercials speak about generalities, and don't answer anything specific.<hr /></blockquote>They are SHORT commericials, I am sure they wanted 10 minute ad spots as well...but that isn't possible and is not smart considering that they advise you to head on over to "apple.com/switch" to learn more.

Mr Heliums · Jun 10, 2002, 01:11 PM

<blockquote>quote:<hr />Originally posted by starman:
I think the idea behind the commercials is good, but the execution of them is terrible. They just say that the Mac helps them, but doesn't say how or why.
<hr /></blockquote>I'm glad you don't direct short advertisements then. Apple has 30 seconds to get a message across, and that message is "Macs are easier, and it's a great idea to switch". End of story.
Specifics would just confuse that message. As in car adverts, you're selling an idea. You don't drone on about the specifics of fuel consumption or acceleration.

That said, I think the ads are good, but nowhere near excellent. I liked the programmer one, but I could hardly hear him say "FP iMac". Will most people know what he's talking about? These ads are targetted at a more computer-savvy crowd and I'm surprised Apple is putting them on mainstream TV.

BZ · Jun 10, 2002, 01:15 PM

I watched all the ads and in the end I think it is a great idea.

They obviously listened to all the emails / response they asked for from PC users and they turned it into a campaign. Good for them.

Remember this is not for us (the people who read OS X General Discussion) this is for the other 95%. This has no geek factor or ability to turn heads, it is simple and honest. It talks to the users who are frustrated with Windows and the problems it has. It is an invitation and I think a very good one.

Can't wait to hit 10%!

BZ

dhi · Jun 10, 2002, 01:23 PM

Yeah the ads are great.

I think the post that made the point about 'Thinking Different' not meaning being better is spot on....

These ads are classic examples of the final push that gives the edge.

Remember Apple only need an extra 5% share to double sales!!!!!

If they focus on the people that are wavering rather than trying to convert the die-hard PC freaks then they are halfway to converting people. I'm just surprised it took so long to get this message across.

More power to Apple I say!

starman · Jun 10, 2002, 01:29 PM

So you're saying that there hasn't been a 30-second spot that actively compared two products, like maybe, oh, laundry detergent, paper towels, cars, TP, etc.?

Get real.

Mike

euphras · Jun 10, 2002, 01:32 PM

Yes, something that makes those people curious to see whats outside the windows frame. If they once have the messeage that there IS AN ALTERNATIVE (no one believes that any kind of Linux derivative is a good choice for an average PC user), they�ll maybe watch the Apple site on the www during the lunch break.............first step done

Pat

Detrius · Jun 10, 2002, 02:26 PM

<blockquote>quote:<hr />Originally posted by starman:
I don't see that. People are inhernetly stupid. I use Windows every day, both at home and at work. I have 2 Macs and 2 PCs at home. Fact is, in terms of simple usability, they're both just as easy. At what level do things become difficult for these PC users, and what SPECIFICALLY does the Mac do to help them? The commercials speak about generalities, and don't answer anything specific.

I think the idea behind the commercials is good, but the execution of them is terrible. They just say that the Mac helps them, but doesn't say how or why.

Mike<hr /></blockquote>This demand is simply a personality difference on your part. Someone like me would be pleased by the general broad overview. If they listed a bunch of specifics, someone like me might respond with: 'So? I just like this one better.'

Mr Heliums · Jun 10, 2002, 02:37 PM

<blockquote>quote:<hr />Originally posted by starman:
So you're saying that there hasn't been a 30-second spot that actively compared two products, like maybe, oh, laundry detergent, paper towels, cars, TP, etc.?
<hr /></blockquote>There certainly hasn't been one where I can remember the specific facts mentioned.

Perhaps you'd care to enlighten me about these gripping, fact filled laundry detergent ads?

bbt · Jun 10, 2002, 02:56 PM

oh my god

the ads with the backgroud music makes these people sound dumb

their descriptions of the pcs they were using fell short of name calling <img border="0" alt="[Skeptical]" title="" src="graemlins/bugeye.gif" />

starman · Jun 10, 2002, 03:01 PM

<blockquote>quote:<hr />Originally posted by Mr Heliums:
 <blockquote>quote:<hr />Originally posted by starman:
So you're saying that there hasn't been a 30-second spot that actively compared two products, like maybe, oh, laundry detergent, paper towels, cars, TP, etc.?
<hr /></blockquote>There certainly hasn't been one where I can remember the specific facts mentioned.

Perhaps you'd care to enlighten me about these gripping, fact filled laundry detergent ads?<hr /></blockquote><blockquote>quote:<hr />
Mr Heliums
From: Scotland
<hr /></blockquote>Maybe you don't have these kinds of ads in Scotland, but we have them here all the time.

This detergent gets out spots while that one doesn't; this laundry detergetnt gets out stains, that one doesn't; this paper towel gets up spills, that one doesn't; this car is $X,000 cheaper than that car, etc.

Nobody here in the U.S. can deny these ads exist.

Mike

iKevin · Jun 10, 2002, 03:08 PM

I agree with the idea that Macs are easier than PCs. Take my mom...A little while back she wanted to look something up and i sat her down in front of a iMac....With just a few basic instructions she was off finding what she needed. The 1 button, everything you need is in the menu bar concept worked well for her. She never asked how to do something, by default she went to the apple menu bar and found what she needed.

Forward to the following Christmas. I bought her a PC(couldn't afford to get her a Mac or I would have). While her progress on it has been very good, she still had a slower learning curve. Called me alot the first month...still calls frequently and when I tell her to right click on this or go somewhere different for that, it still confuses her.

I think that tells the tale....Macs are easier!

Group51 · Jun 10, 2002, 03:09 PM

<blockquote>quote:<hr />Originally posted by starman:
So you're saying that there hasn't been a 30-second spot that actively compared two products, like maybe, oh, laundry detergent, paper towels, cars, TP, etc.?

Get real.

Mike<hr /></blockquote>You can't really do this. Remember, you were saying that your PCs were more or less just as easy as a Mac. And you propose to use this in your ad campaign?

For many user, there's more to the Mac than that, and I think the people in the advert put across the less tangible aspects. e.g, I spend all day fighting PCs and want to come home to a Mac.

starman · Jun 10, 2002, 03:18 PM

<blockquote>quote:<hr />
You can't really do this. Remember, you were saying that your PCs were more or less just as easy as a Mac. And you propose to use this in your ad campaign?
<hr /></blockquote>No, I said that in terms of simple usability, which means drag-and-drop, double-click, etc. that they were the same. I asked at what point do PCs become difficult to use? That's where everything has to start. Detergents get the same BASIC job done, but the point at which one differs from the other is where you have to start from. Same with cars - they both get you from point A to point B.

Mike

gorickey · Jun 10, 2002, 03:43 PM

Again, as I stated before....they DO NOT need to elaborate their point on the TV spot...because the person is directed to see "apple.com/switch" where all the information is in detail and carried on further. They make a great statement in a short TV spot...

gorickey · Jun 10, 2002, 03:47 PM

<blockquote>quote:<hr /> I asked at what point do PCs become difficult to use?<hr /></blockquote>Try adding a digital camera or a scanner or a printer to something other then XP (even that has issues) in a simple plug and play fashion. Newbies will that find the 'digital hub' aspect very inviting and with not alot of worries with "drivers" and such. It's not so much the Mac is easier to use OS wise (thought it is) as much as the other "peripheral" stuff and actual hook up is easier to use as well. Again, <a href="http://apple.com/switch" target="_blank">http://www.apple.com/switch</a> makes that point clear!

starman · Jun 10, 2002, 04:00 PM

gorickey brings up EXACTLY the kind of point I was trying to make. Show one of these hicks explaining the difference between using a dig. cam. on Windows vs. OS X. On Windows you have to install drivers, reboot, etc. On the Mac you plug in the cam and iPhoto runs for you.

THAT is the kind of commercial we need to see.

Mike

Adam Betts · Jun 10, 2002, 04:04 PM

<blockquote>quote:<hr />Originally posted by starman:
No, I said that in terms of simple usability, which means drag-and-drop, double-click, etc. that they were the same. I asked at what point do PCs become difficult to use? That's where everything has to start. Detergents get the same BASIC job done, but the point at which one differs from the other is where you have to start from. Same with cars - they both get you from point A to point B.<hr /></blockquote>Obviously you are not a mac genius. You think it would be better if you replace your signature to something like "Mac are like Windows; they both get your job done fast and smooth."?

gorickey · Jun 10, 2002, 04:10 PM

<blockquote>quote:<hr /> Show one of these hicks explaining the difference between using a dig. cam. on Windows vs. OS X. On Windows you have to install drivers, reboot, etc. On the Mac you plug in the cam and iPhoto runs for you.
THAT is the kind of commercial we need to see.
<hr /></blockquote>

I think that has been done already...correct me if I am wrong; however, didn't the iPod commerical show that when you plug it in that iTunes comes up, syncs, and the dude is off dancing in his pad.

I remember the wedding/elope one, where the put in the Camera, up pops iDVD, and walla...it burns and you are set.

Yes, this doesn't show how it compares to that of a PC, but anybody who uses a PC automatically realizes, "Hey, that looks darn easy" yada yada yada.

starman · Jun 10, 2002, 04:13 PM

<blockquote>quote:<hr />
Obviously you are not a mac genius. You think it would be better if you replace your signature to something like "Mac are like Windows; they both get your job done fast and smooth."?
<hr /></blockquote>Thanks for showing your lack of reading comprehension.

Mike

Fotek2001 · Jun 10, 2002, 04:14 PM

Well as far as I can see things are often easier on a Mac:

My dad recently bought a digital camera (Fuji FinePix 4700) to use with his PC running Windows 98 (a supported conifguration). I had to spend nearly and hour helping him install USB mass storage drivers (the machine crashed and the OS needed a minor upgrade). Now, when he plugs the camera into the PC it often becomes unstable and then crashes. Since then, we've tried reinstalling the OS and using a flash card reader all to no avail. In the instances when the OS doesn't become unstable, the media with the images on appears with an unintelligible name in Windows Explorer and it's not immediately obvious how to disconnect the camera once ths images have been transferred.

I've been telling him he should get a Mac for years. He had one before me in the bad old days of System 7.5.5 and the Performa and that was how I got hooked. His bad experience with that computer put him off though - until now. When I plugged his camera into my Mac with OS X and left it for a few seconds, he could hardly believe his eyes when, without installing any drivers, it connected, appeared as a drive on the desktop and opened Image Capture to ask what he wanted to do with his pictures.

This is why Macs are great. And that's the selling point.

[ 06-10-2002, 04:16 PM: Message edited by: Fotek2001 ]

David Esrati · Jun 10, 2002, 04:22 PM

I watched all 8 ads. I too noticed lack of diversity- which is odd for Apple. The most convincing was the IT guy and a programmer- but some of the others- duh- I always want to buy a computer 'cause a DJ who had her parents buying a computer for her wanted a mac.
The fact that you can take someone who has never worked on a computer and sit them down in 10 minutes and have them productive on a Mac is still missing.
It's not just out of the box- it's forever-
you learn a way of doing things that's intuitive and consistant. You can do your own IT- I can reinstall a system without blowing it up- I can reorganize my files easily- and I can hook up things to it without 6 reboots and a mass of confusion.
The message still isn't there. But this is an improvement.
I'm surprised they didn't put the logo up on a computer screen to get the one beauty shot- hell they spend all the money on industrial design- and then leave the machine out.... duh.

Adam Betts · Jun 10, 2002, 04:23 PM

<blockquote>quote:<hr />Originally posted by starman:
Thanks for showing your lack of reading comprehension.

Mike<hr /></blockquote>Thanks for showing your lack of sense of humor

Adam

absmiths · Jun 10, 2002, 04:27 PM

I liked the idea when I first saw it, but I definitely thought "What a dork" when the IT guy was explaining how he works on PCs and comes home to his Mac. Does anyone remember the iMac ad - 3 steps to the internet? That one was classic.

I think the ads will be effective - they weren't made for me. I hope these ads get the exposure that the Goldblum ads did - they are the only ones (Besides 1984 (1), elope (1), and iPod (1)) that I ever saw on TV.

The one change I would make is to include more spots by people who actually sound savvy - not so 'plain.'

[ 06-10-2002, 04:32 PM: Message edited by: absmiths ]

KidRed · Jun 10, 2002, 04:39 PM

<blockquote>quote:<hr />Originally posted by starman:
 <blockquote>quote:<hr />Originally posted by Mr Heliums:
 <blockquote>quote:<hr />Originally posted by starman:
So you're saying that there hasn't been a 30-second spot that actively compared two products, like maybe, oh, laundry detergent, paper towels, cars, TP, etc.?
<hr /></blockquote>There certainly hasn't been one where I can remember the specific facts mentioned.

Perhaps you'd care to enlighten me about these gripping, fact filled laundry detergent ads?<hr /></blockquote><blockquote>quote:<hr />
Mr Heliums
From: Scotland
<hr /></blockquote>Maybe you don't have these kinds of ads in Scotland, but we have them here all the time.

This detergent gets out spots while that one doesn't; this laundry detergetnt gets out stains, that one doesn't; this paper towel gets up spills, that one doesn't; this car is $X,000 cheaper than that car, etc.

Nobody here in the U.S. can deny these ads exist.

Mike<hr /></blockquote>Did you watch all the commercials? If so, you'd see they did exactly what you are asking for. They said windows does everything without you knowing, it's everywhere, confusing file system, they don't understand what it's doing, etc. Then says the mac is easy to use, easy to understand and more intuitive. That sounds like your detergent analogy to me.

They didn't get specific but did give examples to support the why mac is better comparison.

gorickey · Jun 10, 2002, 04:43 PM

I agree, why Apple didn't include a shot of their computers in these I have not a clue...heck, there is 8 commercials, right? Hmmm, let's see, to me they include one of each of their products:

1.) iMac
2.) iBook
3.) PowerBook
4.) PowerMac
5.) eMac
6.) iPod
7.) XServe (for the IT guy)
8.) OS X, iTunes, iMovie, iDVD, iPhoto

GnOm · Jun 10, 2002, 04:45 PM

<blockquote>quote:<hr />Originally posted by starman:
So you're saying that there hasn't been a 30-second spot that actively compared two products, like maybe, oh, laundry detergent, paper towels, cars, TP, etc.?

Get real.

Mike<hr /></blockquote>Talking about getting real, how can you compare laundry detergent to a highly technical complex thing like a computer? It's just not that simple "this one washes whiter" "those are softer to your nose".
Compare equal stuff like: Why is a Sony TV better than a Panasonic? Why is the Playstation2 better than the XBox? Can't do that in 30 seconds and they know it and don't even try.

bye.

TNproud2b · Jun 10, 2002, 05:04 PM

30 seconds is enough time for a LOT of words. Barring that, a picture is worth a thousand words. At 30 frames per second, the possiblilty exists for Apple to include 900,000 'words' worth of pictures along with about 1,000 spoken words on the audio track.

901,000 words.

enough to adequately compare 2 products, don't ya think?

oVeRmInD911 · Jun 10, 2002, 05:11 PM

<blockquote>quote:<hr />Originally posted by TNproud2b:
30 seconds is enough time for a LOT of words. Barring that, a picture is worth a thousand words. At 30 frames per second, the possiblilty exists for Apple to include 900,000 'words' worth of pictures along with about 1,000 spoken words on the audio track.

901,000 words.

enough to adequately compare 2 products, don't ya think?<hr /></blockquote>But who wants to read a million words in 30 seconds?

pat++ · Jun 10, 2002, 05:18 PM

I don't like the ads very much, but it is definitely a good initiative from Apple.

Mr Heliums · Jun 10, 2002, 05:32 PM

<blockquote>quote:<hr />Originally posted by starman:
 <blockquote>quote:<hr />Originally posted by Mr Heliums:
 <blockquote>quote:<hr />Originally posted by starman:
So you're saying that there hasn't been a 30-second spot that actively compared two products, like maybe, oh, laundry detergent, paper towels, cars, TP, etc.?
<hr /></blockquote>There certainly hasn't been one where I can remember the specific facts mentioned.

Perhaps you'd care to enlighten me about these gripping, fact filled laundry detergent ads?<hr /></blockquote><blockquote>quote:<hr />
Mr Heliums
From: Scotland
<hr /></blockquote>Maybe you don't have these kinds of ads in Scotland, but we have them here all the time.

This detergent gets out spots while that one doesn't; this laundry detergetnt gets out stains, that one doesn't; this paper towel gets up spills, that one doesn't; this car is $X,000 cheaper than that car, etc.

<hr /></blockquote>Huh? But these are extremely basic comparisons, which is exactly what the Apple commercials do � Windows crashes, Mac oS X doesn't etc. You can argue about the veracity of such claims, but not the impact.
You've underlined my point � no-one remembers arcane facts, just the general impression. They wouldn't remember how much car x was cheaper than car Y, just that it was better value.

juanvaldes · Jun 10, 2002, 05:40 PM

<blockquote>quote:<hr />Originally posted by starman:
The ads suck.

They say "I'm such a stupid idiot that I can't figure out how a computer works".

Mike<hr /></blockquote>well they are.

solitere · Jun 10, 2002, 05:50 PM

<blockquote>quote:<hr />Originally posted by starman:
[QUOTE]
I asked at what point do PCs become difficult to use?
<hr /></blockquote>Here some points why a PC generally is more difficult to use!

1.Installation:. First of all PC:es are generally more Complex to install hardware and software on. � you newer have to use the BIOS setup on a Mac

2.Computer to Computer: As standard WintelPC is more difficult to network than a Mac even for an expert!

3.Support: If you Have had to call techsupport at Microsoft you know that they always finally blames the Hardware guy! - Apple is just one to blame if something is wrong with the OS or the hardware!

GnOm · Jun 10, 2002, 06:28 PM

<blockquote>quote:<hr />Originally posted by TNproud2b:
30 seconds is enough time for a LOT of words. Barring that, a picture is worth a thousand words. At 30 frames per second, the possiblilty exists for Apple to include 900,000 'words' worth of pictures along with about 1,000 spoken words on the audio track.

901,000 words.

enough to adequately compare 2 products, don't ya think?<hr /></blockquote>the theory that those fast less than a second long messages goes right into to your brain (can't find the right word now, darn, in german It'd be "Unterbewusstsein") has been proven wrong AFAIK. <img border="0" title="" alt="[Wink]" src="wink.gif" />

bye.

rodrigo_la · Jun 10, 2002, 06:31 PM

This is the same 'ol argument from the last 15 years: PC's are clunky and Mac are easy to use. I think everyone outside of the Mac camp is sick of that argument. I am. If you try to campare Macs and PC's today you can get pretty much everything you need to using eiether platform, it just comes down to personal taste. For every good point you can make for switching to the Mac you can make some bad points.

What about an ad that just FILLS the screen with OSX? Just show it quickly downloading pictures, editing movies, switching between apps, opening files etc. all while displaying everything in cool-looking Quartz. This is the fastest way to SHOW people what you got and let them make a decition based on your product's merit.

BTW- these REAL people are nothing of the sort. They are obviously actors, and most of the types of people they are showing are the types of people that would very likely to be using Mac already anyway.

[ 06-10-2002, 06:50 PM: Message edited by: rodrigo_la ]

Aaron · Jun 10, 2002, 06:56 PM

I am most definitely not an actor, and neither were any of the other people at the shoot. I live in Dayton, Ohio, not exactly a place where there are too may acting opportunities. I assure you, I'm a real person who has lurked these boards for about a year now.

Aaron Adams

Originally posted by rodrigo_la:
<blockquote>quote:<hr />

BTW- these REAL people are nothing of the sort. They are obviously actors, and most of the types of people they are showing are the types of people that would very likely to be using Mac already anyway.<hr /></blockquote>

[ 06-10-2002, 06:58 PM: Message edited by: Aaron ]

rodrigo_la · Jun 10, 2002, 07:16 PM

<blockquote>quote:<hr />Originally posted by Aaron:
I am most definitely not an actor, and neither were any of the other people at the shoot. I live in Dayton, Ohio, not exactly a place where there are too may acting opportunities. I assure you, I'm a real person who has lurked these boards for about a year now.
<hr /></blockquote>Hmm.. so they just asked you questions, no script? Well, I'm sorry but to me it looked staged. I mean, I believe you, but if it looked fake to me it could look fake to another.

Target Practice · Jun 10, 2002, 07:19 PM

<blockquote>quote:<hr />Originally posted by rodrigo_la:
Instead of directly comparing the platforms, why don't they have people just USING a Mac for all the various thing it can do easily? What about an ad that just FILLS the screen with OSX? Just show it quickly downloading pictures, editing movies, switching between apps, opening files etc. all while displaying everything in cool-looking Quartz. This is the fastest way to SHOW people what you got and let them make a decition based on your product's merit.<hr /></blockquote>You are assuming that Apple is trying to reach some kind of technical buyer who would understand what they were looking at with OS X filling the screen. I don't think they are trying to convince PC fanatics. Who is Apple trying to reach? Think about it. What kind of person is unsure about their OS choice in 2002? It's certainly not a technical buyer. From these ads, I would guess Apple is going after the following...

2) People want things to be simple so they can focus on being creative. They don't want to fight with their machine to do their job.

1) People who are frustrated with computers in general and Windows in particular, and want to feel like an expert not idiot. Using computers affects their self-esteem.

3) People who appreciate elegance, quality, and cool things. They want a computer that reflects their high standards.

Apple is not looking to convert the type of person that hangs on on forums like MacNN (or the Windows equivalent). These ads are completely emotional pitches. Their purpose is not to compare features, but...

1) To identify a frustrated PC user.

2) Get that potential customer to relate to at least one of the characters in the ads and establish trust.

3) Convince the customer that Macs are better based on that trust.

I'll say it again. I think the ads are brilliant... and this special camera really enhances how the character can look the viewer in the eye and bond. Brilliant.

Target Practice · Jun 10, 2002, 07:25 PM

<blockquote>quote:<hr />Originally posted by Aaron:
[QB]I am most definitely not an actor, and neither were any of the other people at the shoot. I live in Dayton, Ohio, not exactly a place where there are too may acting opportunities. I assure you, I'm a real person who has lurked these boards for about a year now.

Aaron Adams<hr /></blockquote>Nice job, Aaron. You sold me! Hopefully, the MacNN critics are not involved in marketing careers.

On edit: How did Apple find you? What goodies did you get? Or, just cash? Just kidding. I also heard the guy from AintItCoolNews.com was filming a commercial, too. Did he not make the final cut? Or, will there be another wave of similar ads?

[ 06-10-2002, 07:30 PM: Message edited by: Target Practice ]

zazou · Jun 10, 2002, 08:30 PM

<blockquote>quote:<hr />Originally posted by gorickey:
I agree, why Apple didn't include a shot of their computers in these I have not a clue...heck, there is 8 commercials, right? Hmmm, let's see, to me they include one of each of their products:

1.) iMac
2.) iBook
3.) PowerBook
4.) PowerMac
5.) eMac
6.) iPod
7.) XServe (for the IT guy)
8.) OS X, iTunes, iMovie, iDVD, iPhoto

<hr /></blockquote>There are different kinds of advertising. Many. But I will stick to your picture/no picture assertions.

The ad is what you call a Personal Testimonial. And you would be surprised how well they work versus video propaganda (in professional terms, not political <img border="0" title="" alt="[Wink]" src="wink.gif" /> ) a'la the detergent/paper towel/bake off's some of you suggested

Apple is trying to convey brand name awareness, not a product awareness. They are expanding to include things other than computers. A good brand identity campaign will not make you think of an iMac or iPod or whatever. It will make you think of Apple/Macintosh. It sells the Apple brand as an idea of simplicity.

Adding a product visual to the spot would cloud the issue. The point is that these are real people, from different walks of life that have a Mac and use it because of what it is and what it isn't.

If Apple wants to be a Digital Hub, more than just a computer maker, then this is absolutely key.

My name is Toby and I am a Business and Direct Marketing Consultant.

starman · Jun 10, 2002, 09:22 PM

<blockquote>quote:<hr />
Talking about getting real, how can you compare laundry detergent to a highly technical complex thing like a computer? It's just not that simple "this one washes whiter" "those are softer to your nose".
Compare equal stuff like: Why is a Sony TV better than a Panasonic? Why is the Playstation2 better than the XBox? Can't do that in 30 seconds and they know it and don't even try.
<hr /></blockquote>Well, think about it. Do you have landry detergents commercials that have people just blabbering about how white their clothes are? No.

Remember the old "I'm going to the Thompson's...they have a Mac" commercial? A lot of you seem to have forgotten that completely. These commericals aren't that much better. You might as well have a commercial that has people say "I drive a BMW because my head hits the top of a Miata all the time. I could never figure out how to make the top of the car taller.". Pointless.

Mike

kmkkid · Jun 10, 2002, 09:37 PM

I think it's great Apple is finally showcasing some of their strong points. These ne commercials sure beat the new imac commercial, where it mimics a guy then sticks it's tongue (tray) out, sure it's cute, but why would I spend $3500 CAD on something cute, they didnt explain anything in that commercial

I still want one though <img border="0" title="" alt="[Wink]" src="wink.gif" />

Chris

BuonRotto · Jun 10, 2002, 10:27 PM

<blockquote>quote:<hr />Originally posted by rodrigo_la:
What about an ad that just FILLS the screen with OSX? Just show it quickly downloading pictures, editing movies, switching between apps, opening files etc. all while displaying everything in cool-looking Quartz. This is the fastest way to SHOW people what you got and let them make a decision based on your product's merit.<hr /></blockquote>Believe it or not, but merit doesn't get very far in TV and billboard advertisements. Commercials that do no personify the product in some way are not persuasive. That's why so many commercials use mascots, babies, puppies and such. That's why Dell has the Eddie Haskel character, and why Gateway has a big cow. Remember, these ads aren't a "hard sell" for products even if they appear to us as being aggressive. Hard sells can easily repulse customers, especially when there is no personality to associate with it.

They do not attempt to quantify Macintoshes, not could you do so favorably in 30 seconds. with any luck, they'll make it to the web site and do that on their own time which is much more plentiful.

foobars · Jun 10, 2002, 10:28 PM

I think these ads are great for a few reasons:

1) They are clearly Mac ads. If you watch a Tide commercial and then ask the viewer 30 seconds later what the ad was for they'd likely say another detergent. Apple makes it clear who's in charge here- "PCs suck. Why do they suck? Oh, don't get me started." Everyone can relate to that.

2) They sell a message thats hard to sell. "DUDE YOU'RE GETTING A DELL!!! WITH A 1.7GHZ PENTNIUM 4!!! WITH 256MB RAM!!! AND..." SHUT UP! Message sells the product not stats. This is why BMW ads don't have rebate offers at the end. You don't sell based on price you sell because people WANT IT. Apple's are sexy looking and that's what the ads have been all about int he past but now PEOPLE WANT AN EASIER COMPUTER. APPLE IS TELLING YOU IT'S EASIER. There's no ambiguity here. How do you show it's easier? Well if you're Microsoft you show people downloading MP3s and floating above green rolling hills with "IT'S EASIER DAMMIT!" scrolling across the screen. Anyone can say they're the best, its who says it the best that wins. Apple does it with class again. Only this time they're selling more than image, they're selling untanigble usability. Who are you gonna believe a loud teen or an old, worn out, ugly writer who wouldn't bull**** you if you were standing face to face?

3) They are an ad mans ad. You can't zone these ads out. The people are weird lookin' and the music is annoying. They are talking to you. It's rude not to listen when somebody introduces themselves by name.

4) They mention the enemy. "Stuck in a Windows world." Apple has become ballsy. Is this a preemptive strike in anticipation of the MWNY superproduct, retaliation for making fun of UNIX, or just desperation? Go to Apple's site and they plug Office X right off the bat. They are doing what needs to be done to sell products- talk **** but follow up.

[ 06-10-2002, 10:31 PM: Message edited by: foobars ]