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Apple posts new "Get A Mac" TV ads

updated 03:30 am EDT, Tue May 2, 2006

\"Get A Mac\" TV ads posted

As noted at last week's shareholders meeting, Apple has launched its new "Get A Mac" ad campaign focused on the Mac platform. Apple has posted its new series of Mac TV ads, which began airing during primetime on Monday and showcase two actors outlining the differences between the Mac and Windows platforms and (of course) the advantages of the Mac platform, but emphasizing compatibility, ease-of-use, the bundled iLife applications, and more. The six different spots, available in four different sizes, are titled Viruses, Restarting, Better, iLife, Network, and WSJ and tout the beneifts the Mac over Windows computers. Apple also posted a list of 14 reasons Why you'll love a Mac and the seven untrue reasons that prevented users from buying a Mac, beginning with "It just works: Your toaster doesn�t crash. Your kitchen sink doesn�t crash. Why should your computer? Think of the countless hours you would save if your PC worked on your time � not the other way around. Then think about a Mac."

by MacNN Staff

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cshotton
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05/02, 03:57am | report spam | close Reply |
Hmmm. Don't like em.

At their heart, these are mean-spirited ads. And they perpetuate the image that Macs are "bohemian" and only used by grungy artsy-fartsy types who don't want to do real work, but just want to play with pictures and music. I'm guessing we won't seem them for long because they aren't that appealing.

GodsiPod

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05/02, 04:20am | report spam | close Reply | delete
about time!!

But what's with the sync? seems out in places, perfect in others. Looks like they actually overdubbed the entire commercial in Viruses.

purpleshorts
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05/02, 04:49am | report spam | close Reply |
curse dark? or show light

My first reaction was negative. Instead of cursing the darkness, light a candle. I spent the first viewing examining your personification of the Mac and PC to see if it was accurate. The ads seem to say, "The PC guy is uncool and foolish." Why spend time saying that? When you embarass/insult the personification of the PC, those in that group tend to rationalize and dig their heels in. Instead of making fun of PC people, show them the Apple light.

Why not SHOW the Mac for what it is - a cutting-edge tool for easily getting work done. Show the elegant iApps - make a commercial on each one. Show MS Office, show Bootcamp. The iApps' easy professionalism will amaze, while Office and Bootcamp will reassure. Rather than feeling vaguely insulted, PC people may feel curious and excited.

moreno
Mac Enthusiast

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05/02, 05:15am | report spam | close Reply |
dull

damm bad apple commercials again!

Okonomiyaki
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05/02, 06:12am | report spam | close Reply |
Really?

I actually liked them. Especially the networking one. But I may be a little biased.

jarod
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05/02, 06:44am | report spam | close Reply |
FLOP

These ads SUCK! You think an unknowing peecee guy is going to get it? or know what the h*** this ad is about? The ads should put into focus FEATURES!!!!!!

I WAS the One
Grizzled Veteran

Joined: Mar 2003

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05/02, 06:58am | report spam | close Reply |
Not liked them either...

It is just me, or it's look like a homosexual couple playing around? I'm not against g** comunity but I'm just saying... it would be cool to show off about what Mac OS X can do for you, and how good your mac is by showing it. what do you think?

bobolicious
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05/02, 07:35am | report spam | close Reply |
Grunge Guy...?

...the 'Mac' guy is the antithesis image of Mac - what has grunge got to do with leading edge industrial design? These ads are an anathema to everything I know about the 'new' computers... Apple's current strength is their industrial design & custom apps...

Macs still have many challenges in a windows world, based on my experiences with my new macbook...

Grunge guy's image will also probably further alienate suits, which is I suppose what I sense as the inherent ad irony...

If comparison is necessary, I'd rather see positive association ads comparing macs to leading edge design in other areas, such as J105 yachts, bmw's, anything where obsessive attention to detail & hybrid design features offer benefits...

I can find very quickly 10 things a pc can do far better than a mac, especially after spending the weekend working on my books & taxes...

rcoledude
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05/02, 07:36am | report spam | close Reply |
Gut reaction is similar

I never liked the "negative" ad strategy in this or any other competition

rcoledude
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05/02, 07:47am | report spam | close Reply |
gut reaction is similar

...between the mac and pc. In most instances the claims either are unsupported, poorly supported or if present, are a target for discredit. Particularly the virus threats. I think there are good things about both platforms although I can work nearly 100% in OS X and prefer it. The iLife and iWork products are nice and individually work very well; but in a mixed environment you need to have PC and Mac skills to retain Mac purity.

Joe Mac User
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05/02, 08:15am | report spam | close Reply |
Proof!

You guys have just proved my theory that, in general, Mac users never like Apple's ads! LOL

First you hear the choruses of people saying, "Apple has to say why Macs are better!" and when they do, "these ads are too negative!"

jimothy
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05/02, 08:16am | report spam | close Reply |
I will complain!

I will complain if Apple doesn't air ads! I will complain if they do! I will complain that Apple ads don't show why a Mac is better than Windows! I will complain if Apple DOES shy what makes a Mac better! I will complain that Apple doesn't advertise their applications, like iLife! I will complain when they do advertise iLife! Then I will complain that they don't advertise the features of Mac OS X and applications despite the fact that they are now, in a slightly indirect way, doing just that.

Do you understand? I will complain!

sammaffei
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05/02, 08:24am | report spam | close Reply |
Why not...

show someone trying to do a task like "build a simple website" split screen with a PC and Mac user featuring iWeb.

Or, why not use Steve in a commerical? Charisma does a lot for advertising.

This current batch of ads is ineffective and does nothing to futher the cause.

bobthenob
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05/02, 08:33am | report spam | close Reply |
perfect ads

these are perfect. people don't buy wizzy techo-features - or go for those artsy-fartsy ads Apple has been running.

the only way to switch someone is to address their pain and show how your product lacks that annoyance. and in the computer sales world you HAVE to compare yourself to Windows to get your point across - as that is the only thing people understand.

would you buy a car that has a "16 valve dual turbo thermal throckle" or a car that "gets much better gas milage than that clunker you drive now"?

/ not a great analogy, but you get the point.

koolkid1976
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05/02, 08:52am | report spam | close Reply |
That's it

I'm convinced that most of you Mac guys love to complain about stuff. Even though you love Apple, I bet there is not one product or thing that Apple does that you can't find a reason to b*tch about it. All these years you complaining that Apple never once list the advantage of the Mac in their commercial like no viruses, iLife, etc. You yourself use it against PC folks, and when they do a commercial about it you complaining that's it's mean spirited. The commercials are light-hearted and nowhere as condescending as Apple's Intel commercial. I can't see a PC user getting upset or offended by it. Oh yea, IE on my PC froze while viewing one of the commercials. I wonder what are odds of someone having a virus on their PC shortly after seeing these commercials.

Terrin
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05/02, 09:00am | report spam | close Reply |
Two Thumbs UP

Those were great ads. Apple attacks several things that PCs are bad at and showed Apple's strengths. all while staying in the restricted confinement of a commercial. Moreover, it did this in a way that is fun, which is what Macs are all about. Good job Apple.

For the critics, die hard PC folks are never going to go with Macs period because they are simply not opened to the idea. These ads appeal to people who do not like their PCs, but do not reallly know their is a reasonable alternative. People will see the ads, and hopefully go to an Apple store to learn more.

Where I think the ads could improve is that they should end with a starting price of the Mac Mini, and tell people to go to the Apple store or website for more details. Dell always gives the cost of its lowest PC, knowing people will upgrade.

xedgelockx
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05/02, 09:39am | report spam | close Reply |
Not too bad

These ads aren't great, but I don't think they are as bad as people are making them out to be. I thought the WSJ ad was funny. They would have been better if the got John Krasinski or Seth Green to play the Mac, though.

DeeKat
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05/02, 09:59am | report spam | close Reply |
those ads are

totally hilarious. I the casting is great. very funny. The one with the new japanese digital camera is the funniest. I dont understand the negative reactions , it's a satire!!! come on! Get a life. Even my PC using friend had I great laugh too as our two caracters are �clich�s� of the typical Mac or PC types. loosen up guys it's just a good joke.

howdesign
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05/02, 10:14am | report spam | close Reply |
par for the course

These ads are no better or worse than other recent Apple ads. But you won't see a "technical" ad showing displays and actual people using the Mac. No demos of cool iLife apps. That just isn't in the cards with Apple's current regime/ad agency. These are more like "don't foget about the Mac" type ads rather than "let us hit you over the head with dull details". Reminds me of the switcher ads in terms of approach. Let's see these two guys get some appearances (like Oscar presenters, or even a sitcom!).

ecrelin
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05/02, 10:27am | report spam | close Reply |
Jobs and Gates

obviously� First the guy isn't grunge, unless unshaven Brad Pitt, Ben Affleck etc are considered true grunge, in fact I bet 85%+ of American's look like that on the weekends. Besides the casual guys don't really ever want to look/be like the PC guy but many PC guys sure would like to look/be like the casual guy (especially when he gets the new camera, MUH!). Speaks right to the market they are after, not you quake frame rate techno dweebs.

Smurfman
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05/02, 10:34am | report spam | close Reply |
Great ads

I think these are great! Some of the best ads to come out of Apple for a while. They tell some great technical and usability points and comparisons in a very relational and humorous way. Personification of the computer works very well. The Mac guy is not really "grungy". Have you seen gungy these days? Mac guy represents cool, laid-back, no worries, productive, "connected", younger (possibly the true target of these ads). The PC guy represents the opposite.

PC users are not as connected to their machines as Mac users. They usually don't take things very personal when their computer is "trash-talked". They know, and experience these problems on a regular basis (I have many friends and family members who complain about their PC and how this or that doesn't work or did work but doesn't now, etc., etc.).

My favorite ones are "Restarting", "Viruses", and "Networking". A number of us in the office laughed quite loudly.

Very well done Apple!

lockhartt
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05/02, 10:55am | report spam | close Reply |
Yes, Jobs and Gates...

The likenesses are way too close for it to be otherwise. Other than that, I'm not real fond of these ads... not only do they follow the Microsoft trend of not really showing any concrete examples of what the Mac/OS X can do (although they do mention iLife apps in the one... but too fleetingly for most people to catch or even know what they're talking about), but they lack the eye candy to mesmerize the viewer into a highly receptive state so that they think yours is the only OS that can do really cool stuff (as if you can't do all the stuff the Windows commercials mention - control your telescope, write stories with scanned pictures, compose and record musical pieces, etc. - on a Mac, only better).

For the public at large to get the message, the ads need to be more visual (maybe show the OS and/or apps for crying out loud... show somebody doing something really cool in GarageBand or something and then only reveal at the end that it's running on OS X and only on the Mac). Essentially they need to be more like the iTunes ads, full of sound and fury. The public doesn't notice if the ad signifies nothing or not, they just notice it (or don't).

The current ads are fine for the more geeky, who are going to recognize the Jobs/Mac + Gates/PC characterization... but we already know the message, so there's little market share to be gained by these ads IMHO.

Make some noise!

amac4me
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05/02, 10:56am | report spam | close Reply |
Good Job Apple

Nice ads. I was happy with the message that Apple put forth with the ads.

fletcher
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05/02, 10:57am | report spam | close Reply |
People vs Computers

I'm not particuarly blown away by the ads. I can't help but feel that they have a different team working on the Mac ads and the iPods ads.

However, the people in the ads are not stand-ins for users, but are stand-ins for computers. The idea is not that PC users look like that guy in a suit, but that the PC you use every day is represented by that guy in a suit.

davoud
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05/02, 11:11am | report spam | close Reply |
Missed Opportunity

Apple missed a great opportunity in the "Better" ad. They reinforced the stereotype that Macs are only for graphics. Such an ad could hurt sales more than help them. They should have had the suit say "Word" and the Mac guy say "Yeah, I do that." and "Excel Spreadsheets" -- "Yeah, I do those," etc. And then the Mac guy rattles off a bunch of stuff like iPhoto, iMovie, etc. while the PeeCee guy remains silent.

Hopa
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05/02, 11:17am | report spam | close Reply |
Interesting comments...

I loved the ads. They made me laugh. If Apple followed all the advice from these comments their ad campaigns would be as wooden and ineffectual as those of their PC counterparts.

Rezzz
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05/02, 11:27am | report spam | close Reply |
Great Ads

These are excellent. Apple's ad agency takes aim at the PC market and (tries) not to attack Microsoft directly. While some of the issues mentioned are a direct reflection of the OS they run (Windows) Apple instead makes it a PC versus Mac conflict rather than a Windows versus Mac OS X conflict.

I like the casting as well. Unless I'm mistaken, Justin Long was used to portray the Mac ( http://www.imdb.com/name/nm0519043/ ) who is a up-and-coming celebrity in his own right. By the public that knows him, he's considered clean cut and not bohemian in nature.

Of course the PC is played by an actor who is somewhat geeky and out of touch with current trends. He even looks a bit like ole Billy Boy.

Thumbs up.

jwdsail
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05/02, 11:34am | report spam | close Reply |
Conflicted...

Man.. Well, they don't suck.. Not completely...

And yes, it's obvious that they represent Jobs and Gates.. But that's an inside joke aimed at Mac users. Not effective to gain sales..

I have to say I wasn't blown away by them, along with my family on the couch last night... The reaction was more of a "Meh".

The WSJ ad is the least impressive, and should *not* have been the one they led off this campaign with IMO..

Now that I've watched all of them, I do like them, they don't suck, but I don't think they are effective either. I could be wrong.. If people that know I'm that "Mac Guy" start talking to me about the ads, then perhaps I'm wrong.. Would be glad to be wrong.

I love the Networking ad. (but is it because it's a good ad, or is it the beautiful asian lady that joins them... hmmm.)

Those of you that don't understand why people are seeing these ads and going "Aw c***!" and "They suck!" ... Please understand.. There are those of us that are just exasperated that Apple can't communicate the Macs advantages to anyone but Mac users. Many of us are tired of doing that for them. These ads say what a Mac can do better, but I think many here would prefer if Apple *showed* people what a Mac can do better... The last ad Apple ran featuring the ease of use of an iLife app was the Wedding DVD ad .. Was a great ad, except that at the time the only Mac hat could do such a task was a top of the line PowerMac G4... Why not update that Ad? It'd be more effective that these in demonstrating some of the Macs advantages...

shrug. They don't suck, but they aren't what was needed.

jwd

testudo
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05/02, 11:41am | report spam | close Reply |
showing features

I have yet to see a computer ad, regardless of computer or sowftware company, that was able to demonstrate how much better they were in features and capabilities in a 30 second slot. Maybe its because so few actually do it. You have office workers tackling each other in an Office commercial. You have some idiot saying why you should get a dell. Or some stupid interns. Or a computer blowing a hole in a wall.

I remember the c*** apple took for their iMovie and iTunes ads (oh, that guy ripping music on the plane is such an annoyance. No one will want to sit next to a guy like that!). Or people will go "Wow, iPhoto looks great! Can I get it for my Dell? No, oh well, I'll just try one of the 500 other image management software titles out there."

Of course, if they have real switcher ads, then the competition could just throw up a "And, hey, after you spend that extra $700 on their computer, you'll have to spend all this money rebuying all your applications, assuming they even have versions of those apps for the mac..."

benhur
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05/02, 12:01pm | report spam | close Reply |
at least they're ads

. . . but it seems to me that these ads are geared towards people who already own macs.

I agree that they are pretty much negative and pc users will probably be offended and that kind of defeats the purpose of the ads.

I like 'em but I just hope that this is not the only marketing Apple is planning on doing. I hope that there is another series of ads that will air as well. Even if it's just a music montage with kids, scholars, puppies, flowers with a voice over of how Macs can lead to a better life, increased health, make you smarter and better in bed, etc.

It's the kind of stuff MS does. It's effective, but in this case it will be true :)

d_oob
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05/02, 12:27pm | report spam | close Reply |
Ohio Go Zai Moss

I think the only commercial worth praise is the 'Networking' spot. Slightly clever not overly condescending and the girl is cute. It shows off the Mac's seamless integration without having to bragg all the time. In my opinion and my own life, I find Mac users to be working together in groups and getting work done - NOT wasting time talking about how lame the PC person is. Because hey - there's always going to be the person(s) in the group that have their trusty PC, so what. Work together, figure things out, create.

garmonbosia
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05/02, 12:33pm | report spam | close Reply |
an idea-

for a future ad would be the geeky PC guy trying to get his cool on while the Mac guy looks at him with pitty in his eyes. Maybe the geek can have a soul patch below his mouth and some "I'm so with it" clothes, and talk like a cool guy.

Kinda like Windows copying OSX

dpaanlka
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05/02, 12:42pm | report spam | close Reply |
no

"It is just me, or it's look like a homosexual couple playing around?"

...it's just you.

lkrupp
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05/02, 01:03pm | report spam | close Reply |
The "cultists"

The comments in this thread are precisely the reason Mac users are perceived as screwball cult members by the public.

And with good reason, too.

JohnnyFive
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05/02, 01:11pm | report spam | close Reply |
I like them

The ads are consistent with Apple's brand character and that's key when launching a new campaign. It's not a hard sell like the way a used car salesman would.

People are missing the point when they think that showing visuals of Macs, OS X, iLife, etc. will make the sale. It won't and it shouldn't. That's the salesperson's job. And that's why we have Apple Stores. They extend the customer experience from the campaign to the cash register.

Advertising is meant to entice, to instill an emotional reaction to the product, and to convince the audience to consider the product. You sell them the idea, not the product. It's like a first date. You want your date to get a good impression of you before they invite you to their home.

Bottom line is, people do not like getting sold to. And that's exactly what would've happened if Apple's agency opted for a promotional/retail campaign.

tabarnak
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05/02, 01:12pm | report spam | close Reply |
they are too easy to mock

i watched them one time and i can already picture all those mocking ads we'll probably see in a shortfutre

pc guy: wooooo, weeeeeeee!! mac guy: hey pc, what's so fun pc guy: oh, i'm playing this new game, it's awesome mac guy: yeah, i'm also having a blast playing sims 2 _________________________ pc guy: hey mac guy .... pc guy: hey mac guy .... mac guy: sorry, i just arrived, i'm too slow _________________________ pc guy: hey mac guy mac guy: wh.......... pc guy: hello? mac guy: ...at? oh, sorry, i just started dashboard _________________________ mac guy: hey pc guy, i have a problem, i have this std... pc guy: you should never have unprotected s** with a stranger. same goes with computers, get an anti-virus and you'll never have a problem mac guy: this sucks, i guess i'll just stick with the unpopular one _________________________ mac guy: hey pc guy, look, i did this fantastic photo montage using iPhoto pc guy: yeah, i did one too using one of the thousands of free software we have mac guy: oh yeah? but mine is cooler, the palettes are transparent pc guy: oh great, now let me finish my work and get back to your playing

MacnnGregor
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05/02, 01:24pm | report spam | close Reply |
Hilarious!

I usually don't comment on people's perceptions too much, but some of you who are "anti" this ad are really out of touch in my opinion. I agree that the "better" ad missed out a bit, but the other 90% of the computing public knows what a pc is a does. They won't feel "hurt" by their Windows machine being satirized. The aim is to the young pc user who also has an ipod and digital camera.

Hopefully future ads will be more feature rich and I assume when PowerMacs actually come out we may see more creatives and business appropriate ads come out. I do think it would be a good idea to put the Mac Mini price out when those ads for the actual computer come out.

Just relax, these ads are perfect for what they are. When more devices come out and especially the MacBook/iBooks this summer, I'm sure they will actually have the iBooks in the ad. In the mean time enjoy the humor! My pc friends already are!

jwdsail
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05/02, 01:28pm | report spam | close Reply |
johnnyfive..

johnnyfive -

"People are missing the point when they think that showing visuals of Macs, OS X, iLife, etc. will make the sale. It won't and it shouldn't. That's the salesperson's job. And that's why we have Apple Stores."

Jhonnyfive, do you realize that there are areas in the US that are more that an 8hr drive from the nearest Apple Store? I'm not talking 'bout the boondocks or the sticks either... Look at the Panhandle of FL even... Nearest Apple Store is in Jacksonville. For these people, the only exposure they will have to Macs, is through these ads..

Showing someone *using* iLife, that it "just works" along the lines of the Wedding DVD ad, would work. It would work allot better than ads that they will think are calling them stupid. You don't need a hard sell, but you should show people what you're trying to sell them! Advertising 101.

I want to be wrong. I want people that know that I'm "that Mac guy" to walk up to me these next few weeks and talk about the ads and ask me more about Macs. If that happens, great! I just have my doubts that these ads will have any positive effect at all on potential switchers.

shrug.

jwd

panjandrum
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05/02, 01:35pm | report spam | close Reply |
They won't work

Did anyone responsible for these even study advertising? I only had a couple of advertising classes in college, but one of the first rules we learned is that comparative advertising simply, positively, and without dispute, *does not work*. That's the bottom line. All the money spent on these is absolutely wasted. Plus, they aren't even entertaining. What were they thinking?

testudo
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05/02, 01:52pm | report spam | close Reply |
Re: johnnyfive

Jhonnyfive, do you realize that there are areas in the US that are more that an 8hr drive from the nearest Apple Store? I'm not talking 'bout the boondocks or the sticks either... Look at the Panhandle of FL even... Nearest Apple Store is in Jacksonville. For these people, the only exposure they will have to Macs, is through these ads..

If they don't have mac stores anywhere around (not just apple stores, but anyplace selling a mac), they aren't going to sell many macs anyway. Most people don't buy computers sight unseen. They'd rather try them out and buy them from a store. A second or third computer, maybe you go off and buy on-line. But you're not going to 'switch' without touching it first. And TV ads aren't going to be enough for someone to go "let me have it, now!"

Showing someone *using* iLife, that it "just works" along the lines of the Wedding DVD ad, would work. It would work allot better than ads that they will think are calling them stupid. You don't need a hard sell, but you should show people what you're trying to sell them! Advertising 101.

Sorry, but iLife isn't as "click, point, burn" as commercials would make it out to be. And without any decent manual (yep, no manual for iMovie or the others, you're just supposed to know about things like chapter markers and how to trim out movie content). And once you realize its more work then just what they portrayed on that commercial (how much time did that guy getting married spend on his DVD, anyway???), then you're talking 'false advertising' lawsuits in Britain, and lots of backlash.

Sort of like what happens when all these new mac users realize all they need to do to get things running. "What, you're having issues? No problem, you need to delete the cache files. And you should run these maintenance scripts. Some suggest you repair disk permissions, too. No good? Try creating a new user. That usually helps a lot. No? How about reinstalling the OS? Apple makes it easy, with an Archive and install, then you just need to reinstall all the updates, printer drivers, maybe some applications you're running...."

Then again, it would be nice if Apple spent some time making their system preferences logical. The firewall shouldn't be hidden in the Sharing tab (stupid place for it). They have a lock screen option, but to enable it, you first have to go into Keychain access. Change the size of the mouse pointer? That's under the Access panel, not the mouse one. Syncing? Well, that's all over the place. Want to see the keyboard viewer? No problem, you just need to go to the International panel to allow access to it. Expose is thrown in with Expose under one panel.

It'd also be nice if made it more obvious that you have to click the stupid lock icon to unlock a panel so you can change stuff (or prompt as you try to change something).

ibugv4
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05/02, 02:24pm | report spam | close Reply |
Well

Apple wants to break into new markets, but it keeps trying to entire the 30-50 crowd to buy a Mac.

Get over it. They're not going to change.

These ads do have a young, hip (sickening) guy in them to play the role of the Mac. He looks like every other idiot I see with an iPod on who walks infront of my bright green car on any college campus when I make a deliver.

Perhaps Apple's on par with the 20-somethings with these ads, like the iPod ads were a big hit.

IF Apple wants success they need technical ads that grab the IT professionals and make them go aaah. The Intel ad kind of did this, but not very well. You don't need to convince the teachers and end users, you need to convince their purchasing agents to buy the damned things.

Apple, for a company, lacks all ability to advertise to the people in other companies to buy their product.

The Networking ad is funny, the other ads have funny parts but in general I don't like them. They need to focus, and show, the product. And they need to ditch the ugly iMac G5 design and come out with something creative and unique again like the original iMac was (with its color) or the G4 with it's futureistic base.

The LCD Monitor-as-a-computer look is what we (the fan base) wanted in 2000, Apple gave us a BMW looking shocker in return. Now they're passing it off as trendy, when it's really very dated and ugly.

Heres hoping the next round of intel systems have some real ads, real flair, and real design... while we're at it, give me an OS with real performance and kill off the resource hogs like the dashboard. /end rant

creativemind
Fresh-Faced Recruit

Joined: Feb 2002

0

05/02, 02:38pm | report spam | close Reply |
Still Stereotypical

I understand the need to create a visual difference the PC and Mac to the consumer but this is just getting so played out already. I agree with the others on this.

It would have better served Apple to show two cool kids, one doing things the hard way on his PC, and the other kid on his Mac doing it much faster, for more creatively executed, and with greater finesse. The idea that the PC generation is still the old school IBM looking kind of person is just sad when we all know it's not true.

If Apple really wants to show the PC people the light, start showing boot camp as well. They could literally have an ad that just has 2 CPU's side by side, 1 XP, 1 Mac, not a person in site.

Both CPU's showing the screen's opening Office, Typing in something in Word, then creating a quick spreadsheet in Excel, then a web browser surfing a page or two, exporting a PDF file, then a digital image being imported to a photo application and exporting to a website, the capture of video, the exporting to DVD, the exporting of images, sound, and video in a website to a web-page.

The entire process alone would show someone on the PC side that the Mac process is just easier. They could even throw in a little image screen of the Mac Updater, how it it explains what it is doing and what is available. I would not even have any voice over till the very end, jut some simple soft yet upbeat music in the background till the end when you maybe you hear a Jeff Goldblum voice over that says something simple and elegant, "just that simple" or maybe even bring back the "think different" campaign.

Apple just needs to take a step back and realize that we are all the same, it is the tools of choice which are the real reason why one platform or application is used and gains more support than another. It is in this main issue I feel Apple needs to show the PC user the light. It's all about the similarities of the use, but the elegance and speed and it's function that makes Mac users love the Apple product and brand.

Robert NYC

creativemind
Fresh-Faced Recruit

Joined: Feb 2002

0

05/02, 02:40pm | report spam | close Reply |
Break the Stereotype

I understand the need to create a visual difference the PC and Mac to the consumer but this is just getting so played out already. I agree with the others on this.

It would have better served Apple to show two cool kids, one doing things the hard way on his PC, and the other kid on his Mac doing it much faster, for more creatively executed, and with greater finesse. The idea that the PC generation is still the old school IBM looking kind of person is just sad when we all know it's not true.

If Apple really wants to show the PC people the light, start showing boot camp as well. They could literally have an ad that just has 2 CPU's side by side, 1 XP, 1 Mac, not a person in site.

Both CPU's showing the screen's opening Office, Typing in something in Word, then creating a quick spreadsheet in Excel, then a web browser surfing a page or two, exporting a PDF file, then a digital image being imported to a photo application and exporting to a website, the capture of video, the exporting to DVD, the exporting of images, sound, and video in a website to a web-page.

The entire process alone would show someone on the PC side that the Mac process is just easier. They could even throw in a little image screen of the Mac Updater, how it it explains what it is doing and what is available. I would not even have any voice over till the very end, jut some simple soft yet upbeat music in the background till the end when you maybe you hear a Jeff Goldblum voice over that says something simple and elegant, "just that simple" or maybe even bring back the "think different" campaign.

Apple just needs to take a step back and realize that we are all the same, it is the tools of choice which are the real reason why one platform or application is used and gains more support than another. It is in this main issue I feel Apple needs to show the PC user the light. It's all about the similarities of the use, but the elegance and speed and it's function that makes Mac users love the Apple product and brand.

himself
Mac Elite

Joined: Jan 2002

0

05/02, 04:16pm | report spam | close Reply |
the ads are cool...

but I just want one of those new digital cameras from japan. ;)

JohnnyFive
Fresh-Faced Recruit

Joined: Feb 2003

0

05/02, 04:20pm | report spam | close Reply |
re: break the stereotype

Are you trying to put Gravol out of business?

Good luck cramming all that in a :30 spot. If you were to watch that ad, would you honestly remember everything or anything for that matter? Nobody remembers Excel charts, PDFs or making websites. But they do remember characters-like animals or people. Like the ones in Apple's campaigns.

These new ads may not be hitting it home but at least you remember the two guys talking about their differences, i.e. Mac vs PC. And that's important in retaining the consumer's attention.

If curiousity strikes them, perhaps they'll visit the website or an Apple Store. But I highly doubt creating an Excel chart will move a newbie to visit Apple's website. And there's nothing elegant about demonstrating how to create a PDF either.

kerryb
Fresh-Faced Recruit

Joined: Aug 2001

0

05/02, 04:24pm | report spam | close Reply |
thumbs down, my throat!

There are a lot of really good points made here about why these ads "just stink" so not sure if I can add anything expect it seems Apple is going for the younger market, high school, even college with these ads. Unfortunately these ads make the same mistake the Democrats made in the last two elections, telling people how bad they have it instead of playing pc users are smart people that's why Macs NOW make sense for them.

Jon Long
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Joined: Jan 2002

0

05/02, 04:26pm | report spam | close Reply |
The Daily Show

Hmm... 5 pages of comments and nobody has recognized who the "Geeky PC Guy" is yet?

Come on.. many of the most intelligent Mac users I know all watch The Daily Show & The Colbert Report...

Why, the geeky PC guy is none other than John Hodgman, the Daily Show's "Resident Expert" on all sorts of things. His character on the show is just about identical to how he plays the PC guy in these new ads.

As people had figured out the Mac guy was Justin Long, I thought I'd toss my .02 in. :-)

benhur
Fresh-Faced Recruit

Joined: Jan 2001

0

05/02, 04:32pm | report spam | close Reply |
best Mac ad

Still the best Macintosh ad and it's not even from Apple (or a real add for that matter)

McIntosh Jr - the Power to crush the other kids.

http://www.flamingmailbox.com/maccomedy/movies/powertocrush.html

bleee
Mac Enthusiast

Joined: Mar 2002

0

05/02, 04:58pm | report spam | close Reply |
I thought they were funny

I enjoyed them but maybe it's because I switched 4 years ago. Some people say negative ads are a bad idea... I'm not sure about that I think Windows users already know they use a crappy OS... To me if I only knew the world of Windows it says to me hey theres an alternative come check it out. There is nothing untrue about what those ads have said about PC's. I love the reboot one where the Mac says I'll get IT.

bleee
Mac Enthusiast

Joined: Mar 2002

0

05/02, 05:02pm | report spam | close Reply |
RE: That's it

You right mac users do complain... but they also hold Apple to a very very very very high standard and part of that comes from complaining. Do you think Microsoft users get this kind of feed back?? Window's users accept the fact that they use c*** and that at any minute their document could be gone their machine could reboot, for them it's every day life.

popheader
Junior Member

Joined: Sep 2000

0

05/02, 07:25pm | report spam | close Reply |
kind of lame again

I wish Steve Jobs would just make a normal commercial comparing the two platforms in real world talk instead of these stupid "Oh I'm so much better than you c***". Apple will never be seen as a legit contender against Windows with these ads. Most people I fear will look at these as Apple customers having with their noses in the air! Come on Apple spend some money on a real TV campaign.

aristotles
Grizzled Veteran

Joined: Jul 2004

0

05/02, 07:41pm | report spam | close Reply |
Geeks don't like them.

Of course, geeks don't have a f'ing clue about marketing to the average joe. Apple in not interested in the corporate market. I thought these were funny ads.

To the clueless out there. Those guys symbolized the mac and PC. Find a cluestick and hit yourself with it and then google symbolism. Keep your homoerotic fantasies to yourself.

whelkboy
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Joined: May 2003

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05/03, 05:04am | report spam | close Reply |
They're darn good ads.

Here in the UK, PCWorld are selling various laptops and telling us what what specs the various processors are. But, do I really understand what a Centrino processor running at some speed with HT technology really means?

Nope.

The other thing I've learnt about advertising (the hard way) is that if you can make someone understand their 'pain' and offer a solution, they'll at least look... and that's when you make the effort to get the sale.

jwmpc
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Joined: Mar 2006

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05/03, 09:15am | report spam | close Reply |
they work

Sorry panjandrum, but any advertising is effective if it is noticed. Your college courses may have told you different, but thirty years of experience in the media/advertising field have taught me that ads need to be noticed to be effective. Negative or positive or comparative have little to do with the results.

A little empirical antithesis.

zulfikarn
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Joined: Sep 2000

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05/03, 12:55pm | report spam | close Reply |
apple ads

Hey do John, Paul, George and Ringo make computers. I really liked Abbey road, so maybe I'll buy one...

BigBwai
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05/03, 02:07pm | report spam | close Reply |
What Mac and PC can mean

I'd love to see the terms "Mac" and "PC" from the ads live on as new catch phrases! I think they could apply to a million things. For example:

Beck is Mac. Ashlee Simpson is PC. Stephen Colbert is Mac. President Bush is PC.

These could go on forever (Brussel Sprouts are PC). What do you have? Share your best!

devilla101
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Joined: Dec 2003

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05/03, 11:06pm | report spam | close Reply |
HI-larious

I think its very clever, although I don't agree with the 'Restart.' Geez that happens more often on my g4 ibook than on my Win box. Overall very humorous. Albeit If I've never seen a Mac OSX, it will probably not influence me enough to go get a mac. Now that guy on the plan with his ibook (ripping music and imovie) was the only ad that made me take notice of Mac and thought "Wow that looks easy to do" and after graduating and getting a job, actually got the ibook and loved the iLife suite. Way easier and better than what windows had to offer at the time (and still is today)

I WAS the One
Grizzled Veteran

Joined: Mar 2003

0

05/04, 08:02am | report spam | close Reply |
you know what? you right!

Quote "those ads are totally hilarious. I the casting is great. very funny. The one with the new japanese digital camera is the funniest. I dont understand the negative reactions , it's a satire!!! come on! Get a life. Even my PC using friend had I great laugh too as our two caracters are �clich�s� of the typical Mac or PC types. loosen up guys it's just a good joke" it's true man.... what I was thinking about? LOL

JEB
Junior Member

Joined: May 2001

0

05/05, 12:08am | report spam | close Reply |
re: jobs and gates

I agree -- good ads because:

-- PC guy looks like bill gates (check out those glasses!)

-- yes, 85pct. of the rest of the time people are "comfortable" ie at home in whatever . . . also, I strive to be the millionaire that wears what feels relaxed, jeans with holes and flip flops and look like i'm ready to go camping.

Very fun, personifying.

Also, the simplicity factor -- almost mime like -- would be like a breath of fresh air in between all the hi-techn-o driven automobile ads on the tv tube.

just my 64-bits

Cactus276
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Joined: Apr 2005

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05/05, 02:50am | report spam | close Reply |
Loved 'em!

I loved the new ads from the first time I saw them. The PC guy is soooo obviously Bill Gates! Everything in those ads is true! I've got a Dell and a PB G4. I enjoy using the PowerBook so much more!

PS - Where can I get one of those Japanese cameras? ;)

JoeE
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Joined: Feb 2006

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05/05, 03:46am | report spam | close Reply |
McD vs BK

Burger King was big into the comparative ads with McDonalds. The same goes for Pepsi trying to out-do Coca-Cola. And, then there's Apple hoping to get PC users to switch over to Mac.

Conversely, one will scarcely find (if any at all) a comparative ad from Coca-cola, McDonald's, and PC-makers (against Mac, not other PC-makers). And why would they feel the need to create such commercials? Exactly. They don't have to. So, why does Apple feel the need? The Mac is clearly the better choice, and yet it's the least popular choice. Please explain that.

All commercials aim to increase profit margin for their business, no? Apparently, Apple felt that these commercials will do just that. It IS a business decision after all. At best, and as noted much earlier, they are more likely to succeed in reaching the "frustrated-with-PCs user," rather than one who is, well, not frustrated with PCs. And yet, of those that are frustrated with PCs, they just tend to go with another brand of PC. "Why," you ask? Because they feel like they're having to learn something different....like starting to throw a ball with your left hand when you're right-handed. The majority of PC users stick with PCs because it is an ingrained preference. LOL, it's like trying to turn a straight man into a homosexual, or vice-versa.

ckueny

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05/05, 11:11pm | report spam | close Reply | delete
problem...

I enjoyed them, and emailed the link to my wife. Unfortunately she was viewing on a Windows machine, and IE crashed and had to send a bug report when she tried to view the last one....

Fast iBook
Fresh-Faced Recruit

Joined: Mar 2003

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05/07, 01:13pm | report spam | close Reply |
Um..

Actually, i think the 2 characters are portraying apple and microsoft's OS's. I think most of you folks are reading way too much into these ads. It's supposed to be fun and entertaining, as well as informative. Apple is doing pretty much all they can to clear the fog in peoples' minds about macs, and i can't wait for the next set of ads.

MacnnGregor
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Joined: Apr 2004

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05/07, 05:12pm | report spam | close Reply |
Thing to observe...

This ad campaign is about Macs vs. PC's. Not Apple vs. MS or OSX vs. Windows or even Apple vs. Dell.

I see those as different kinds of ads with kinds of foci. The "Mac" and "PC" are WXPERIENCES not apps or kernels or cpu speeds or all of the things everyone is complaining that are not brought up in the ads.

Hopefully those will come later.

MacUserDC
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Joined: Jan 2002

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05/08, 01:06pm | report spam | close Reply |
Personal Hygiene

It seems the Mac Guy doesn't care to shave (or quite grow a beard) and only has two T-shirts, a pair of jeans, a pair of shoes, and a hoodie in his entire wardroom.

Notice the references to Microsoft Office.... don't forget for a minute that Microsoft has a equitable stake in Apple.

kw99
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Joined: Nov 2001

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05/09, 02:07pm | report spam | close Reply |
65 comments

I guess the ads must be successful. Apple does not see ads as a way to list system specs and prices (like Dell, Gateway, and HP). Apple just wants to generate consumer and media "buzz." Whether the viewer laughs or is insulted, statistically, the typical viewer is a person who would not even consider a Mac as a viable option. Now, at this critical time when PC malware is everwhere and Windows Vista is nowhere, he or she will at least think about getting a Mac. Their immediate perception of the ad is not going to change that... I call that a success.

zahn

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05/17, 04:13am | report spam | close Reply | delete
Dell dude vs. Mac dude

They compete in a poetry slam. The Dell dude gestures with in yo' face hand gestures at Mac dude and Mac dude just stands there with his hands in his pockets stunned but trying to remain calm.

They both apply for the same job. Dell dude gets hired because he's enthusiastic.

Mac dude spends too much time with his hair and pricey Gap clothes and over-strategizing on how to outslack the slackers.

The verdict: Dell dude at least was entertaining. Mac dude is a nerd. Suits guy was on his way to work, give him a break.

purfus

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05/18, 11:34pm | report spam | close Reply | delete
complete and udder c***

You can have all the "frustrated with pc's" people because if they want to blame the frustration on a computer they're an idiot. A computer is a tool just like a wrench and buying a different brand of wrench will still get you a wrench and if you dont know what nut to turn you're still screwed. Anyone who buys a different brand of pc and expects something different is also an idiot sense pc's, unlike mac's, are all design non-proprietary and use many standards in development. Their are exceptions but generally that is the goal. Which is one of the many things that has so many pc users laughing at mac users. So my sentiment is that you can have those people. It will save me the trouble from explaining the concept of copy and paste every week to someone that just doesn't want to think while they work. Have fun with them. And while you ponder your existances while you answer a billion and one stupid questions about what exactly a window is or what the apple button is for thank apple for targetting that demographic for you and up your tech support fees so you can afford the therapy.

As for these ads. They are irritating for anyone who knows anything about a pc. I don't wear glasses or talk like I have a stick in my sinuses. And I'll never bend over for a mac user, unless she's holding a whip. So while you laugh at a pc running windows crashing because some idiot user clicked accept to every pop up window they ran into in their online gaming websites or p*** or wherever the web took them and loaded their pc up with malware to the point of barely being able to keep up with all the marketing c*** consider the fact that many pc users use pcs because they enjoy the level of control they have and accept the responsability of having to keep their system clean and not trash it out with internet c*** and gladly do so. Also the fact that not all pc users are running windows. I'm not, and its only because I think the recent releases from microsoft have been too mac like for my comfort. So go ahead and take all the "frustrated with pcs" users and see what they do to your opperating system. See how much malware osx can handle. See how many idiot users it takes to crash osx. Have fun. As long as they arent banging on my door to ask me why their email dont work, I'm happy.

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Apple posts new "Get A Mac" TV ads

updated 03:30 am EDT, Tue May 2, 2006

\"Get A Mac\" TV ads posted

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Hmmm. Don't like em.

about time!!

curse dark? or show light

dull

Really?

FLOP

Not liked them either...

Grunge Guy...?

Gut reaction is similar

gut reaction is similar

Proof!

I will complain!

Why not...

perfect ads

That's it

Two Thumbs UP

Not too bad

those ads are

par for the course

Jobs and Gates

Great ads

Yes, Jobs and Gates...

Good Job Apple

People vs Computers

Missed Opportunity

Interesting comments...

Great Ads

Conflicted...

showing features

at least they're ads

Ohio Go Zai Moss

an idea-

no

The "cultists"

I like them

they are too easy to mock

Hilarious!

johnnyfive..

They won't work

Re: johnnyfive

Well

Still Stereotypical

Break the Stereotype

the ads are cool...

re: break the stereotype

thumbs down, my throat!

The Daily Show

best Mac ad

I thought they were funny

RE: That's it

kind of lame again

Geeks don't like them.

They're darn good ads.

they work

apple ads

What Mac and PC can mean

HI-larious

you know what? you right!

re: jobs and gates

Loved 'em!

McD vs BK

problem...

Um..

Thing to observe...

Personal Hygiene

65 comments

Dell dude vs. Mac dude

complete and udder c***

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