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Critics Blast Apple's Cheesy New Ad Campaign

Unknown Lamer posted about 2 years ago | from the hep-cats-reportedly-switched-to-gentoo dept.

Advertising 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."

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244 comments

Successful ad campaign is successful (5, Insightful)

drinkydoh (2658743) | about 2 years ago | (#40843575)

They even got their ad campaign freely detailed on Slashdot and by all those different critics. Can't be more successful than that.

Re:Successful ad campaign is successful (4, Insightful)

gl4ss (559668) | about 2 years ago | (#40843613)

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.

Re:Successful ad campaign is successful (5, Funny)

mwvdlee (775178) | about 2 years ago | (#40843933)

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.

People would have said they liked the new fully cornerless design and swirly textures. Brown is obviously the new white (or black) and you have to be impressed by the new smell feedback technology. It's soft and warm to the touch as well, making it comfortable to hold.

Re:Successful ad campaign is successful (0)

Anonymous Coward | about 2 years ago | (#40844203)

Why do I get the feeling this was actually a prototype for a Zune ad?

Re:Successful ad campaign is successful (1)

oldmac31310 (1845668) | about 2 years ago | (#40844681)

Exactly what I thought.

Re:Successful ad campaign is successful (0)

Anonymous Coward | about 2 years ago | (#40844811)

Because you've never used a Zune?

Re:Successful ad campaign is successful (4, Funny)

jollyreaper (513215) | about 2 years ago | (#40844799)

People would have said they liked the new fully cornerless design and swirly textures. Brown is obviously the new white (or black) and you have to be impressed by the new smell feedback technology. It's soft and warm to the touch as well, making it comfortable to hold.

But being Apple it wouldn't be compatible with a genetic anus, it'll be proprietary.

Re:Successful ad campaign is successful (2)

khendron (225184) | about 2 years ago | (#40845119)

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.

People would have said they liked the new fully cornerless design and swirly textures. Brown is obviously the new white (or black) and you have to be impressed by the new smell feedback technology. It's soft and warm to the touch as well, making it comfortable to hold.

Good thing I didn't step in it!

Re:Successful ad campaign is successful (4, Funny)

BriggsBU (1138021) | about 2 years ago | (#40844483)

Basically they're Apple adverts, basically.

Are you from the Department of Redundancy Department?

Re:Successful ad campaign is successful (0)

Anonymous Coward | about 2 years ago | (#40843657)

This is the bottomline of all the ad campaigns. Regardless of them being good, bad or worse, they are always successful in getting the attention and coverage :/

Re:Successful ad campaign is successful (5, Interesting)

Enderandrew (866215) | about 2 years ago | (#40844325)

People say that there is no such thing as bad publicity. That isn't the case. Ask BP what it was like to be in the news constantly for the oil spill.

Microsoft is in the news for losing market share in just about every key segment since Ballmer took over. Apple is in the news for failing to meet sales expectations for the iPhone and a disappointing earnings statement.

These ads suggest that Apple may have lost their touch when Jobs died. Consumers and stockholders might have reason to question the future of the company under Tim Cook.

Re:Successful ad campaign is successful (0)

Anonymous Coward | about 2 years ago | (#40843671)

I agree, is this stuff that matters?

Re:Successful ad campaign is successful (1)

romanval (556418) | about 2 years ago | (#40843775)

Ah, so controversy is the campaign! It worked for Calvin Klein's creepy-guy-filming-kids-in-a-basement commercials in the 90's. I have a feeling this isn't as bad though.

Re:Successful ad campaign is successful (3, Interesting)

vlm (69642) | about 2 years ago | (#40843815)

They even got their ad campaign freely detailed on Slashdot and by all those different critics. Can't be more successful than that.

If the ads were any good we'd see Samsung ads that look just like it.

I still haven't seen the ads... mythtv dvr with auto commercial detection and autoskipping, adblocker on the web browser, don't watch sports, haven't watched live TV in years, don't buy newspapers or magazines (although I get a couple "journal" type mags)... What's apple's plan to push their message to a guy like me who has buckets of cash and no ad viewing habit? Oh, I see, get their ads discussed on /. damn you apple damn you that worked pretty well.

The only ads I've seen a couple years are the ford sync / etc / ads inserted inline on twit and revision3. However, recently when I watch revision3 shows on my roku the first thing is womens herpes medications WTF is up with that. Are all ads that poorly targeted out in the real (aka unblocked/unskipped) world? Like are sporting event commercials all romance novel publicity spots, etc?

Re:Successful ad campaign is successful (0)

Anonymous Coward | about 2 years ago | (#40843885)

Nope. I just watched all three. They're all terrible. They also didn't tell me anything new about Apple (I knew that they have people who call themselves Genius. *Blech*) If your only metric is the number of people who saw the ads, then yes, add me to that number. If your metric counts put-off people as negative, then you'll definitely have to put a -1 for me.

Wrong (1)

Anonymous Coward | about 2 years ago | (#40843929)

The myth that more the eyeball, more successful the ad is just that, a myth. Pushed ad nauseum by mindless bots like you.

It's partially true, in some case only, and only for those who want their names to be remembered (one way or the other). Apple is already a known brand. They don't need this.

In fact, this ad is just depicting mac users as the most idiotic people on the earth. And for a chance, Apple actually made ads that's based on fact. Irony is that it's backfiring.

Re:Wrong (2)

TheRaven64 (641858) | about 2 years ago | (#40844179)

The myth that more the eyeball, more successful the ad is just that, a myth. Pushed ad nauseum by mindless bots like you.

It's not totally untrue. Brand awareness does help sales. If people are looking for a product of a certain type, they are more likely to buy one from a company that they have heard of than one that they haven't.

In the case of Apple, however, it's a pointless goal. Everyone who hasn't been living under a rock for the past decade has heard of Apple. They've also probably heard of Nokia, Samsung, and Dell. An advert for a company in this situation needs to say more than 'we exist and are in this market!' it needs to say 'our products are good for these reasons.'

Re:Successful ad campaign is successful (2)

MrCrassic (994046) | about 2 years ago | (#40843935)

That's true, but it doesn't make them any less weird. They aren't funny like their Mac vs PC commercials were or impressive through subtlety like their iPod/iPhone/iPad commercials usually are. They seemed kind of pointless...almost like Microsoft commercials, except with more obviousness.

Re:Successful ad campaign is successful (1)

Nixoloco (675549) | about 2 years ago | (#40844901)

That's true, but it doesn't make them any less weird. They aren't funny like their Mac vs PC commercials were or impressive through subtlety like their iPod/iPhone/iPad commercials usually are. They seemed kind of pointless...almost like Microsoft commercials, except with more obviousness.

As I posted below, I don't think these ads are 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 (in Mac sales), it can only come from PC/Windows users.

Re:Successful ad campaign is successful (1)

Mr. Tom Guycot (1298343) | about 2 years ago | (#40845095)

I honestly though the summary was overblown and a case of overzealous apple hate from slashdot, but watching those ads was... wow, I literally cringed, they were just so unexpectedly awful. Like, they would be awful for microsoft, who've never had good ads, but for apple? Fuck, they're so *bizarrely* awful that it really does raise an eyebrow.

Re:Successful ad campaign is successful (1)

0ld_d0g (923931) | about 2 years ago | (#40844047)

Not really. "Any publicity is good publicity" is deeply stupid.

Consider two cases for advertisements.

1. Advertisements that want you to think product X is better than Y,Z,..
2. Advertisements that want you to simply know that product X exists.

Apple has no need for #2. With respect to #1 - Apple has historically been successful by the content of their advertisements. By that I mean the emotional reaction that average consumers have when they see an Apple product / marketing material is largely a function of the content, rather than it just being spammed to them for recall value.

Re:Successful ad campaign is successful (1)

Anonymous Coward | about 2 years ago | (#40844077)

Did you hear what everyone said about HP's new commercial lineup? Me either.

Re:Successful ad campaign is successful (2, Interesting)

Anonymous Coward | about 2 years ago | (#40844327)

I hear about Microsoft a lot here too. Do you think that all helps Microsoft?

Anyway, David Mitchell [youtube.com] - who played PC in the British Mac vs PC ads - said it best. In Britain, we hate smugness and prefer the PC character. So this can only make things worse.

Re:Successful ad campaign is successful (1)

X0563511 (793323) | about 2 years ago | (#40844767)

"No such thing as bad publicity" is wrong. Bad publicity is bad.

Re:Successful ad campaign is successful (0)

Anonymous Coward | about 2 years ago | (#40844887)

Plus, the Haterade Addicts get to call another meeting!

Re:Successful ad campaign is successful (2)

Missing.Matter (1845576) | about 2 years ago | (#40844931)

Apple has a history of mixed success with Ads. Look at the "I'm a Mac" ads. People loved to hate them on the internet, and they had tons of exposure. But were they successful? I would say no, given Mac market share remained pretty much stagnant at a time when Microsoft released their worst OS ever (Vista). Instead of running to OSX, people ran back to XP.

The problem with the "I'm a Mac" ads were that people identified more with the funny quirky "PC" character than the pretentious hip "Mac" character, and the point of the ads seemed more to be to affirm the choice of current owners rather than to woo new ones.

Now these new ads feature the "Apple Genius," another pretentious title which screams "I'm better and smarter than you" and supposedly the mac user is always clueless, when this Genius comes to save the day. I guess the takeaway is that Macs have support when you need them, but what I'm getting is just another variant of "You're holding it wrong." As a mac user I'm insulted, as a potential mac user, I don't want to have to deal with some asshole kid telling me "No it's easy, just do this..."

Why is this a subject of debate? (1, Insightful)

jeffmeden (135043) | about 2 years ago | (#40843641)

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.

Re:Why is this a subject of debate? (0)

Anonymous Coward | about 2 years ago | (#40843705)

Except for the fact that Heinz makes the best ketchup out there, I agree.

Re:Why is this a subject of debate? (4, Funny)

x6060 (672364) | about 2 years ago | (#40843965)

You big-ketchup shill. Everyone knows Rold Gold is the finest in tomato based confectionery condiments. NO BLOOD FOR KETCHUP!

Re:Why is this a subject of debate? (2)

jeffmeden (135043) | about 2 years ago | (#40845041)

You big-ketchup shill. Everyone knows Rold Gold is the finest in tomato based confectionery condiments. NO BLOOD FOR KETCHUP!

You put ketchup on your confections? lol gross. I do NOT want to know what you do with mayonnaise.

Re:Why is this a subject of debate? (1)

jeffmeden (135043) | about 2 years ago | (#40845019)

Except for the fact that Heinz makes the best ketchup out there, I agree.

That's the thing; anyone who says "well this marketing campaign is terrible" without numbers behind it (since numbers are easy to come by when it comes to how much of a thing got sold, and when) is basically just sharing their opinion. And who the f cares about what some guy who likes to complain about ads thinks? That would be like me expecting national press for protesting this shit. I know no one else cares about it, that's what slashdot is for.

Re:Why is this a subject of debate? (1)

MoonFog (586818) | about 2 years ago | (#40843733)

There are people commenting on the stock market and on NFL games, yet seem to do no better than a coin flip. That said, you can look at these ads in the context Apple has created by its other ads and its image in general. Does it fit with that image? Not really. Well, a lot of Apple users like to identifiy with the "coolness" of Apple and these ads are not cool in any way, shape or form.

Re:Why is this a subject of debate? (3, Insightful)

Dragonslicer (991472) | about 2 years ago | (#40844337)

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:Why is this a subject of debate? (1)

kaizendojo (956951) | about 2 years ago | (#40844371)

I don't think anyone was debating whether the commercials are 'successful' because as you state, sales are the ultimate determiner. The question being debated is taste, and on that count I have to agree with the pundits. I did *physically* cringe when watching them, and what's really sad is that they aren't even as good as the relentlessly annoying (and only half true) Mac vs. PC series.

What Jobs would think is immaterial. Watching this even made one of the fanboiz in my office start to look at my android a little closer. The fact is, unless Apple pulls a rabbit out their hat with iPhone "next" instead of yet another incremental improvement, he's moving to the droid - and I found he's not the only one considering the swap.

And as a stockholder, *that* is what *really* makes me cringe!

Re:Why is this a subject of debate? (1)

Hentes (2461350) | about 2 years ago | (#40844609)

It's very hard to determine the effects of an ad camoaign on sales, as the figures are constantly changing and depend on a lot of variables.

Re:Why is this a subject of debate? (1)

redizhot (2692045) | about 2 years ago | (#40844689)

Because they're one of the largest, most controversial brands in the world and ads are a significant way companies brand themselves.

Think Different (3, Insightful)

somersault (912633) | about 2 years ago | (#40843669)

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:Think Different (1)

poetmatt (793785) | about 2 years ago | (#40844657)

remember: they're not about the money, they're about quality.

(sarcasm).

People are talking (1)

wbr1 (2538558) | about 2 years ago | (#40843697)

It is generating buzz. Bad or good, that is the goal of an ad campaign.
Look at the stupid GEICO commercials. "weeeeeeeeeeee....." that's as annoying as having satan slowly shove rusty nails through your testicles, but people talk about it. Hell, my girlfriend uses the sound bite as a notification message on her phone. I want to throw it at a wall every time she gets a text or tweet.

That said, I think MS does own the patent on poor tech commercials (Where would you like to go today? Anywhere but here!), so litigation may ensue.

Re:People are talking (4, Insightful)

bluefoxlucid (723572) | about 2 years ago | (#40843805)

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:People are talking (1)

NJRoadfan (1254248) | about 2 years ago | (#40844247)

Another issue with the ads is the depiction of the "Genius". They don't do training like depicted in the ad, their position in the stores is strictly tech support.

Re:People are talking (0)

Anonymous Coward | about 2 years ago | (#40844741)

They have classes at the Apple stores. Saw one in progress for iMovie, in fact.

This is all just the geek community forgetting they are still (and always will be) a niche no sane person cares about. Hollywood has stopped fetishizing geek culture for the most part now, so geeks will (hopefully) fade back into obscurity and keep their OCD/borderline personality disorder ranting to themselves.

Re:People are talking (0)

Anonymous Coward | about 2 years ago | (#40844625)

I guess most people are able to take the "Genius" label as the marketing gimmick it's intended to be?

Only geeks worry about nonsensical shit like this. Everyone else moves on with their lives.

Re:People are talking (1)

vlm (69642) | about 2 years ago | (#40843905)

I think MS does own the patent on poor tech commercials

There's prior art.

Are you old enough to remember Intel's bollywood act done in an imaginary chip fab cleanroom, where suddenly they shut down the line and hundreds of people break out into a disco dance routine?

Are you old enough to remember the Coleco Adam computer ads from the home computing bubble? One line summary: "What a rainy day; its seems little johnny turned out to be a Fing idiot ... I know what'll fix it, we'll buy him a Adam computer!"

And, no, on my honor as a 5 digit /. UID holder I am not making this shite up. If I was a video guy I'd post youtube links... probably to rickrolls... maybe you're better off...

Re:People are talking (1)

wbr1 (2538558) | about 2 years ago | (#40843941)

Oh, I remember those. I was a kid for the Coleco Adam though.

Re:People are talking (0)

Anonymous Coward | about 2 years ago | (#40844137)

You're overrating buzz. Apple is a brand, and brands live and die by their image.

It's one thing to court controversy and attract people to, say, a bad boy image, but when people point and laugh, it's counterproductive to the brand. A dork in high school can get people talking about him by never showering and smelling like BO 24/7, having acne from never washing his face, and a million other things but it's not going to net him any hot dates.

No classy ads.... (1)

Kenja (541830) | about 2 years ago | (#40843745)

Like guys in sparkly clean room suites dancing to Wild Cherry. Or a guy shouting "dude, you got a Dell!".

the 'Steve Jobs would be appalled' hypothetical (4, Interesting)

Trepidity (597) | about 2 years ago | (#40843763)

This inevitably pops up everywhere, but I think it's more symptomatic of a lack of confidence in post-Jobs Apple, producing a self-fulfilling prophecy, than necessarily an independent assessment. Perceptions of Apple have been so closely tied to Jobs for years that evaluation of how smart decision are are strongly influenced by that. There are things that Apple could do today that will get people kvetching about "ugh, if only Steve Jobs were still here he'd never do that", but if Steve Jobs himself had done the identical thing 5 years ago, people would raise an eyebrow, maybe think it's weird, but give him the benefit of the doubt, assuming he knows what he's doing. Basically, people don't trust Apple knows what they're doing the way they trusted jobs, so even things Jobs would've done get that "if only Jobs..." treatment!

Re:the 'Steve Jobs would be appalled' hypothetical (4, Funny)

hey! (33014) | about 2 years ago | (#40843923)

No, they say the portrait of Jobs in the Apple boardroom shed a tear when the ads were screened. Or maybe they had the AC turned up too high.

Re:the 'Steve Jobs would be appalled' hypothetical (0)

Anonymous Coward | about 2 years ago | (#40844009)

oh noes! poor APPLE is lost without their departed MESSIAH....

Re:the 'Steve Jobs would be appalled' hypothetical (3, Insightful)

ColdWetDog (752185) | about 2 years ago | (#40844363)

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 'Steve Jobs would be appalled' hypothetical (1)

flimflammer (956759) | about 2 years ago | (#40844541)

Apple really only has itself to blame for this. Steve had his hand in so much, they basically built their entire public image around him. Now Steve is gone and the company needs to make all the big boy decisions that Steve would have a big hand in making, using their voice instead of Steve delivering it to eager crowds. It's like trying to make a late sequel to a really good movie. It's likely never going to live up to the predecessor even if it's just as good because nostalgia is just unbeatable.

Question (0)

Anonymous Coward | about 2 years ago | (#40843765)

Who cares?

Yet another critique (1)

Sinister Stairs (25573) | about 2 years ago | (#40843781)

http://kensegall.com/2012/07/new-mac-ads-landing-with-a-serious-thud/ [kensegall.com]

The site belongs to "a creative director who’s had...a long history with Apple," and the blog includes this gem: "I can’t even say this without feeling awful [these ads feel] like something Best Buy would do."

Re:Yet another critique (0)

Anonymous Coward | about 2 years ago | (#40843871)

Ok, busted: I didn't RTFA to notice it contained the same link I referenced above. Sue me redundant.

Who cares? (2)

DynamoJoe (879038) | about 2 years ago | (#40843783)

Really, why does this matter?

Re:Who cares? (1)

just another AC (2679463) | about 2 years ago | (#40844245)

This matters because if Apple is starting to make decisions that cheapen its "premium" image, then it is a signal that we could be at a turning point... the 2nd fall of the Apple (and this time no Jobs to pull it back).

This matters even more if anyone here owns shares in Apple.

Re:Who cares? (0)

Anonymous Coward | about 2 years ago | (#40844405)

Since youve put in enough effort to post a comment, then i say you care. You care.

Re:Who cares? (2)

coldsalmon (946941) | about 2 years ago | (#40844677)

It matters because it could be a significant blow to Apple's business model, which depends upon being fashionable. People buy Apple products because they think the company and the products are cool, and that buying these products will make the consumer cool as well. It will be a complete disaster for Apple if people start to realize that Apple is not actually cool, and is instead a corporate behemoth engaging in rent-seeking behavior (just like Microsoft). People don't like being tricked.

Remember when... (0)

Anonymous Coward | about 2 years ago | (#40843801)

Mac's were so easy to use you didn't need to be a genius?

I think these ads are sending the wrong message.

I agree it's not very Steve Jobs. (1)

YesIAmAScript (886271) | about 2 years ago | (#40843803)

But Steve Jobs is dead. And he requested people at Apple not spend their time asking "What Would Steve Jobs Do?".

Also, this advertising, cheesy as it may be, is getting attention. Isn't that what ads are for? To get attention.

Remember the Mentos ads? 20 years later? Yep. Cheesy? Yep.

Re:I agree it's not very Steve Jobs. (0)

Anonymous Coward | about 2 years ago | (#40843997)

Attention isn't everything. I remember the Mentos ads. They're the reason I've never eaten the candy; they've given me a visceral repulsion to it.

Re:I agree it's not very Steve Jobs. (0)

Anonymous Coward | about 2 years ago | (#40844273)

Remember the Mentos ads? 20 years later? Yep. Cheesy? Yep.

Part of why I didn't buy Mentos? Yep.

Look, we're all sorry YOU seem to have this problem with being unable to resist purchasing or otherwise spending money on everything that's advertised to you*, but many of us CAN be put off by an ad and not give any patronage to the product or company being advertised.

*: We're also aware this, deep down, is why you're so vehemently against targeted advertising.

Advertising Critic... (0)

Anonymous Coward | about 2 years ago | (#40843863)

Now that's a career to aspire to.

Could'a been worse... (1)

Thud457 (234763) | about 2 years ago | (#40843869)

They could have gotten Vince Offer [wikipedia.org] to do ads for them. Or Jerry Carroll [wikipedia.org] .

Or Jerry Seinfeld.

Re:Could'a been worse... (0)

Anonymous Coward | about 2 years ago | (#40844437)

They could have gotten Vince Offer [wikipedia.org] to do ads for them.

Please explain to me in what way getting Vince Offer to pitch for Apple would be anything less than crazy awesome.

What's the problem? (1)

ilsaloving (1534307) | about 2 years ago | (#40843915)

I don't see the big deal. I just watched the "Basically" ad, and thought it was kinda cute.

What would these supposed critics prefer? Something like this?

http://www.youtube.com/watch?v=gqkNPcUMffU [youtube.com]

The real truth (0)

Anonymous Coward | about 2 years ago | (#40844865)

The ads are targeted at non-geeks, to teach non-geeks basic computer skills, and in the geek community that is worse than 17 Hitlers because geeks are, mostly, people with various personality and mental disorders.

the ad campaigns were insulting (3, Interesting)

SuperBanana (662181) | about 2 years ago | (#40844019)

It's insulting, as a male, to see a husband portrayed as a complete ditz; if they'd done it with a woman, there would have been hell to pay, or people wouldn't have thought it was funny. Look at the idiot man, everyone!

As a techie, I found the way the Genius acts to show someone who is practically codependent. They're not people - they're apparently robots who spend their entire lives wherever they are, serving as customer service agents?

Re:the ad campaigns were insulting (0)

Anonymous Coward | about 2 years ago | (#40844535)

Blame television sitcoms. It seems like for the last few decades, in any sitcom with a family, the husband is a complete ditz. Perhaps this is just a role reversal from earlier shows like All In The Family where the wife was a complete ditz.

Yeah, the ads suck horribly, but they'll probably end up increasing sales, simply because they appeal to a different demographic. One that doesn't want to think, let alone think different.

Re:the ad campaigns were insulting (1)

PeanutButterBreath (1224570) | about 2 years ago | (#40844603)

It's insulting, as a male, to see a husband portrayed as a complete ditz; if they'd done it with a woman, there would have been hell to pay, or people wouldn't have thought it was funny. Look at the idiot man, everyone!

This has been a pattern in sit-coms for a while -- doofus husband, whip-smart wife.

I think that men who object to this will certainly get less attention than women who object to bimbo-esque female characters. That said, I also think that the ultimate arbiter is the audience, not political correctness. This content is directed at women, who represent a large consumer demographic which was ignored for a long time. There are still plenty of ditzy women characters in male-oriented entertainment.

Re:the ad campaigns were insulting (1)

cayenne8 (626475) | about 2 years ago | (#40845141)

This has been a pattern in sit-coms for a while -- doofus husband, whip-smart wife.

And to be more specific, it is an overweight, white guy that is the doofus.

You don't see this with Asians, Hispanics or Blacks....at least not with a mixed set of actors, if it is mixed the white guy is the dumb one. If an all Black show for instance, you will sometimes seen the doofus male...

It is political correctness in general, you can't make fun of anyone, besides straight white mails. Family Guy, while making fun of white males..is about the only exception to the rule I stated above...I've been amazed how they do seem to get by with so much, that is not seen on any other television show currently out today.

Re: the idiot man (1)

bbbaldie (935205) | about 2 years ago | (#40844725)

Try being a southern white male. With the notable, rare exception of Matthew Mcconaughey, a white male with a southern drawl is invariably portrayed in the movies as either a wife beater, a racist, a child abuser, a drunk, or as simply stupid. More often it's a combination of all five.

Re: the idiot man (1)

neonmonk (467567) | about 2 years ago | (#40844933)

If the shoe fits...

Re: the idiot man (1)

bbbaldie (935205) | about 2 years ago | (#40845035)

Good point. Let's see, all Irish are drunks, all Frenchmen are arrogant, all Orientals are bad drivers, all blacks are lazy, and the only person I ever knew as neonmonk was a dipshit.

Got it! :-)

You're not paying attention (0)

Anonymous Coward | about 2 years ago | (#40844727)

The husband/dominant male in EVERY AD is an idiot. His wife is either just normal, or considerably more intelligent.

Re:the ad campaigns were insulting (0)

Anonymous Coward | about 2 years ago | (#40844939)

If idiot men are off-limits and idiot women are off-limits, then you won't be able to portray idiots on TV at all. Unless it's Pat, I suppose.

Sorry Apple, (1)

BlueTak (1218450) | about 2 years ago | (#40844071)

As french, I've got a patent on cheesy ads..

"The Problem with Apple ... (1)

bill_mcgonigle (4333) | about 2 years ago | (#40844105)

... is that they have no taste."

(then again, I can think of some TV shows they could air this on where it would be over the heads of their audience. Perhaps they're expanding down-market to people who wouldn't recognize Cesar Chavez. People with no taste have money to spend on computers too.)

First Justin Long... (1)

wjousts (1529427) | about 2 years ago | (#40844123)

...now this d-bag. Come on Apple. Spare us.

The take-away (3, Interesting)

mwvdlee (775178) | about 2 years ago | (#40844127)

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.

Re:The take-away (1, Insightful)

Nixoloco (675549) | about 2 years ago | (#40844849)

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:The take-away (1)

DeeEff (2370332) | about 2 years ago | (#40845037)

If Apple wants to expand their market share, it can only come from PC/Windows users.

Now do you mean to tell me, that Apple has no interest in one of the 6 Hurd users? The 3 Haiku users?

Are they as deceptive as past iPhone ads? (3, Informative)

lee1 (219161) | about 2 years ago | (#40844141)

If they are basically truthful, then they are improving on their record [lee-phillips.org] .

At least it's accurate (1)

sl4shd0rk (755837) | about 2 years ago | (#40844143)

In my country, most Apple users *are* ingratiating, smug and condescending. Out of the whole Unix lot of the self-righteous, they take the cake.

Those are eerily similar in tone (1)

AmazingRuss (555076) | about 2 years ago | (#40844209)

... to the windows launch party videos. We have the incompetent boomer with laptop, and the geeky guy... all we're lacking is the black guy and the mom.

Yeesh. Who vets these things?

This matters (0)

Anonymous Coward | about 2 years ago | (#40844225)

Everyone is watching the transition of the company from Jobs to Cook. Along the way they're allowed a few slips here and there, but they must know when to retract and when to push back.

I for one hope they don't just live with this, pull it, and put something worthy out there.

An Apple Geniusly (1)

uigrad_2000 (398500) | about 2 years ago | (#40844269)

If you take "Think Differently" and change the adverb to an adjective, it becomes "Think Different".

I'm not normally annoyed by small grammatical errors, but when it's a multi-million dollar ad campaign, it really drives me crazy. I figured that the campaign worked only because the grammatical error caused people to repeat the phrase in their head multiple times in an effort to reconcile the error (ie. "maybe it will sound okay if I stress the syllables differently"). Repetition builds recognition.

Now that they've started the precedent of incorrect grammar, they should continue it. Genius could be changed from a noun to an adverb, for example.

Re:An Apple Geniusly (0)

Anonymous Coward | about 2 years ago | (#40844565)

If you asked someone what the new WTC looked like and they responded "think big" would tell them they should have said "think bigly?", no, because it's a description not a command. Think Different is a description of an Apple computer not a command to the viewer. Why do all grammar pedants think it's an order? do you have a submissive mentality and assume everyone is telling you what to do? and being a pedant is your little way of being passive aggressive back against the world that tells you what to do? Grammar pedants are creepy people. See a shrink.

Re:An Apple Geniusly (1)

FatAlb3rt (533682) | about 2 years ago | (#40844619)

If you take "Think Differently" and change the adverb to an adjective, it becomes "Think Different".

I'm not normally annoyed by small grammatical errors, but when it's a multi-million dollar ad campaign, it really drives me crazy. I figured that the campaign worked only because the grammatical error caused people to repeat the phrase in their head multiple times in an effort to reconcile the error (ie. "maybe it will sound okay if I stress the syllables differently"). Repetition builds recognition.

Now that they've started the precedent of incorrect grammar, they should continue it. Genius could be changed from a noun to an adverb, for example.

You've got mail!

Re:An Apple Geniusly (1)

mark-t (151149) | about 2 years ago | (#40844855)

Ah.... but "Think Different" reads perfectly fine if you take it as meaning that it is implying the existence of an unstated noun, and "different" is not intending to describe how the thinking is done, but rather describing whatever it is that is being thought about.

You don't say "Think largely" when telling somebody to envision something of potentially grand size or stature, for example. You say "Think big". While it's true that ordinarily the words may be gramatically incorrect, in context they are actually entirely valid.

This is as bad as... (1)

Seumas (6865) | about 2 years ago | (#40844379)

This was as painful to watch as the "Dude, you're gettin' a Dell!" commercials, used to be. Maybe more painful, because I actually grew to have a bit of an affinity for Apple products from OSX on-ward. Blech.

Think Different (3, Interesting)

DNS-and-BIND (461968) | about 2 years ago | (#40844393)

Yeah, sure, this is an astroturf post. Why else would it repeat Apple's words, as well as provide links to all the appropriate ads? You know, they intentionally make lame ads like this to "encourage" social media discussion. The worst ad is the one that nobody talks about.

Enough about that, let's examine Apple's most famous ad, "1984". Read the text, while thinking (differently) about the kind of company that Apple is in 2012.

"Today, we celebrate the first glorious anniversary of the Information Purification Directives.
We have created, for the first time in all history, a garden of pure ideology.
Where each worker may bloom secure from the pests of contradictory and confusing truths.
Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth.
We are one people, with one will, one resolve, one cause.
Our enemies shall talk themselves to death and we will bury them with their own confusion.
We shall prevail!"

How ironic, eh? Apple has become the very thing that they despised, back then. One True Way of doing things, and if you don't like it, hit the highway.

I'm a late adopter, for very good reasons I won't go into here. I recently saw my first iPad in the wild, my new roomie has one. I had some cool Cajun mp3s he wanted, so I gave him my USB stick to transfer the files. I even GAVE him the actual CD that I purchased from the hand of the artist himself, to keep, as I didn't particularly care for the music and he loved it. Oops! The iPad doesn't have a USB port. He explained he had to do everything by iTunes. Bummer, eh?

Next, he was going for a new job, and wanted me to look over his contract. He sent me the .DOC file by email, and I annotated it using Libre Office's "CTRL-ALT-C comment" function. I highlighted the parts of the contract I thought should be changed, made my comments, and resent the file to him. Oops! Turns out, there's no free .DOC reader that will show those comments. His brother ended up loading the files onto his PC and sending him JPG screenshots. I'm sure if he wanted to pay $19.99, there would be some sort of solution to his problem. Again, a garden of pure ideology, secure from the pests of contradictory and confusing truths.

Jeez, the entire Apple motto, "Think Different", is a riff on IBM's motto, "Think". Let's all think differently and ignore the obvious grammatical error. Oof, how outdated! It's like how Texas A&M defines themselves by the rivalry to UT, and has no personality without it...now they're in different conferences. Awkward.

orly? (0)

Anonymous Coward | about 2 years ago | (#40844551)

Those commercials are cheesy indeed, but imho Apple commercials always were. Only explanation i can came up with for this reception is that the reality distortion field is wearing off.

Everyone move along (0)

Anonymous Coward | about 2 years ago | (#40844557)

Nothing to see here.

iWOPR (1)

eguaj (612494) | about 2 years ago | (#40844587)

The guy from this ads reminds me of David Lightman (played by Matthew Broderick) from the "Wargames" movie.

#8 (1)

slashmydots (2189826) | about 2 years ago | (#40844623)

#8 in the article states that IT World asked its users if they simply want to punch that genius guy in the face, lol. I think the geniuses overall have a worse customer satisfaction rating than Geek Squad (as read on slashdot) so even before the commercial aired, I think people wanted to do that. But anyway, the really funny thing is I absolutely guarantee you they won't do that he's doing in that commercial, on an airplane or in the store. They won't help you with a specific, 1 time project you're working on in iMovie. They'll tell you in general how to use it but won't basically assemble a slideshow for you. Great job, Apple.

Videos (1)

Useless (11387) | about 2 years ago | (#40844627)

Videos are disabled for this comment.

Mission Accomplished (0)

Anonymous Coward | about 2 years ago | (#40844829)

The Apple marketing department is just using the effective tactic of suggesting to Apple users that they are smarter than they really are, just because they use Apple products. XD

Apple's Target Audience (0)

Anonymous Coward | about 2 years ago | (#40845099)

For some reason people think that Apple's core audience / market are techies. Apple has always been about bringing technology to the masses. The genius just reinforces that vision. The people who buy Apple products do not want to tinker. They want a product that works and for some reason it doesn't work they want someone to fix it or someone to talk to.

Think about the Mac vs PC campaign. The entire campaign pointed out all the things that people hated about Windows.

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