Last night Apple aired three new ads during the Olympic Opening Ceremonies. It was an extremely bold move on their part and currently they are taking a lot of criticism on the ad content.
My first impression of these new advertisements was somewhat shocked. It appears that Apple is beginning to take a new approach and brand development direction in the post Steve Jobs era. An interesting direction to take without him. Perhaps they are struggling to find their identity without him. This could possibly turn out the worst for them. People may shift their cool/edgy perspective of Apple to questionable and unknown. Another thought may be that Apple is beginning to change their target audience, since all three ads had an older generation as main actors.
This is going to be a campaign that I am going to keep my eyes on.
Check out the article below from Business Insider by Jay Yarrow on the new Apple Campaign.
What are your thoughts? Leave a comment below!
Apple aired three new ads last night during the Olympics for the Mac and the “Genius” bar at Apple’s stores.
The response to the ads has not been good. Fortune’s Apple blogger Philip Elmer DeWitt wrote that only one of the three ads is enjoyable. 9 to 5 Mac’s Mark Gurman tweeted, “Not a fan of this new ad.”
Former Business Insider politics editor, John Ellis wrote on Twitter, “We were surprised, last night, watching the Olympic coverage, by the Apple ads. Think it’s the first time Apple ads have been dreadful.”
Current BI editor Nicholas Carlson seconded that, tweeting, “Oh no. Another terrible Mac commercial.”
The ads, which are embedded below show a Mac “Genius” helping people at various times in their life. They seem like the sequel to the Mac versus a PC ad. (Personally, I think they’re fine, but I am clearly in the minority on this one!)
The bad news for everyone that hates them is that they’re probably not going away any time soon. It seems like the next theme for Apple ads.
View the advertisements on the Business Insider website