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This is a GREAT IDEA!!! There are many talented and creative Mac users - it's the definition of Mac user - and this contest wouldn't limit professional ad makers from entering - just their agencies. The free publicity surrounding this contest would be HUGE! And the resulting ads couldn't do any worse (2.3% market share currently).

I think this contest idea is a very good idea. It would work. Apple should do this!

Nix the contest! The real problem here is the ad agency. They get paid wether or not the ads work! And for some reason, Apple has failed to see this. For godsakes they can't even come up with a creative name to suit themselves. They just keep adding slashes the bigger they get. I am not saying that they have never created anything worthwhile, I just think they are a bad fit for Apple! I now do agree that Apple Marketing sucks a big one! Good looks sell sex, but sex can sell anything!! So please, can someone get a clue at Apple so we can start having some Switcher/Growth/Market Share/XXX Sales/R.E.S.P.E.C.T/Who's yo' Daddy?/Dolla Dolla Billz Ya'll! action around here?

Excellent idea. I've been saying this for some time now. I think a contest like this would be a great idea, and they could even make commercials featuring the "making of these commercials" to use the popularity of the whole 'reality" market out there now. Chiat/Day's ads are just getting old - whether it's because of them or Apple I don't know, but I think Apple needs some new life breathed into their ads. this could be very cool.

I hope somebody at Apple reads this and implements this idea.

"We Mac users love the ads (for the most part) because they make us feel glad we are Mac users."

THEY SUCK! They suck now and have sucked for a long time and they are a waste of money. Why is Apple/Uncle Steve scared to advertise the damn operating system and it's benefits? People used to say that Apple was scared to piss off Microsoft. Well, that seems to be behind them. There was the excuse that it was too hard to explain an OS in a 30 second spot. Well, Microsoft figured it out. Apple has SO many benefits in it's OS and included Mac only apps but most PC users don't know about them because Apple never tells them. Hell, the 25 or so PC users I work with have no clue of anything Macintosh because Apple only puts out that touchy feely crap. Apple never actually tells them there is a better way then the mediocrity that Manifold seems to love so well. Apple's Mac ads are now harping about some nebulous idea of processor speed after years of saying that it didn't matter. Ahhhh!

Macintosh users have been making commercials for years that are far better than anything Chiat/Day has put out.

Actually, Melangell, some of us PC users have more than sufficient financial wherewithal to have a whole room of G5 towers with 23" Apple Cinema Displays if we really wanted to. But most of us don't, because:

- We buy computers that provide the functionality we need, rather than as fashion accessories (don't get me wrong, I appreciate a good design as much as anyone, but I don't let it dictate my decisions absolutely, and there are designs by other vendors that suit me just as well).

- We don't like being tied in to one hardware vendor and (in the not too distant future) one software vendor.

- We HAVE looked into Macs, and have decided that they are NOT a better alternative... "better" is subjective, you know. (A lot of Mac users seem to forget that.)

But most importantly:

- A lot of us don't want to be categorized as arrogant jerks. Your response demonstrates the very attitude of which I speak.

Yes, the Apple ads suck and have sucked for a long time. It is not the ad agency's fault - it is Apple. Steve is happy with his garden of pure ideology and DOES NOT WANT greater market share.

Apple has had many good ads (the Dinosaur ad comes to mind) but Steve prefers to develop trinkets that just happen to be good computers.

As a very loyal Mac user, I realize that people want computers that allow them to continue to use legacy peripherals, etc and there are lots of Windows makers that will make the customer happy. Apple only has to make Steve Jobs happy.

Charles

Geez, agree with somebody and be called an arrogant jerk.. Will wonders never cease? Notice that I used the word "many" and you used the word "some? Hmm, so we don't necessarily disagree. You speak of functionality. As a fed government employee, I am often forced to use Windows based PC's. Actually I am rather better at using them then my coworkers who actually own them. Windows XP (especially) does provide and impressive level of functionality, admittedly on par with OS X, BUT for most operations it still takes a PC user more steps to complete the same tasks. Windows is STILL more intrusive and forces you to conform to it. You whine (yes, I'll use the term because you called me an arrogant jerk) about a single supplier for hardware yet you seem quite happy to use an operating system from a company who is determined to undermine every open standard, including those that keep the internet an experience for all in favor of its own, often substandard standards. You favor an operating system that is giving you less and less of a choice of applications by hardwiring its own into its code. You favor a company who has not gotten where it is by innovation, but by cludging together code and then using semi-legal (and illegal) methods to promote/force it on the public (dr-dos comes to mind). You favor an operating system that is so open to hackers that it has to be patched on a weekly basis, NOT because of its "popularity" but because it's just badly coded and thought out!

As to your need not to be seem as an "arrogant jerk"... Possibly you are not, though you seem enamored of your (supposed) financial status and feel the need to flaunt it even though it is not in any way relevant. The case might be made that you a pathetic troll who cruises Mac sites, and possibly someone who really has never really used OS X and has no real basis for comparison. But then again, who am I to say?

As for the Apple/Mac commercials, one has to remember that the whole Mac legacy began with what is arguably one of the best commercials of all time - the "1984" hammer throwing advert. It catered to the intellegencia and possibly even to some jocks that did not quite get the literary allusions, but recognized an Olympics event when they saw one.
Now, I will admit that the "switch" campaign seemed a bit.... desperate and certainly boring. PC users buy computers mainly because they can play more games and mac users buy computers partially so they can get on board with the "cool Mac-vibe". The Mac vibe will not sell computers to PC users. Unfortunately, mindless games and MTV-style rapid-eye-movement images might. Would this be selling out for Macintosh?

great idea! it's obvious apple couldn't sell shit to shinola.

Advertisements do not have magical powers. In fact, it is very likely that a huge amount of advertising money is completely wasted insofar as the ads do not significantly contribute to the company's bottom line. Wasn't there just a book published about this, _Your Ads Suck_ or something? Of course, that guy praised Apple... which just proves my point. No matter how good an ad is, it can't *make* people buy something when there are many other factors working against that decision.

This sounds like a good idea, but I doubt Apple will do it, they never do anything cool us users think of and post on the net :( oh well.

I was wondering, Manifold, if 6you could explain some of your points.

"- We don't like being tied in to one hardware vendor and (in the not too distant future) one software vendor."

As far as I know I can run software from any verder I was on my mac as long as it's compatible with my OS. If your speaking ofthe OS itself, if I wanted to I could run some virsion Unix or Linux (neither of wich are made by Apple), but I don't want to. I would much rather use Mac OS, wich is in fact a virsion of Unix, but w/e. Why? Because I can run Unix, Linux, and brand name apps on it. So the only sw vendors we do not have acces to are the ones who choose not to make there fw for Unix, Linux, or Mac OS, and even then we can always buy Virtual PC in order to run them. In fact the way I see it is that you, the pc user, are much more stuck with the same sw vendors because your OS makes it hard to put any other OS on your computer, and you have to emulator to run Mac-only applications. Your OS also in the neer future will be tieing your browser to itself, aswell as tieing itself to a peice of Intel HW.

"- We buy computers that provide the functionality we need, rather than as fashion accessories (don't get me wrong, I appreciate a good design as much as anyone, but I don't let it dictate my decisions absolutely, and there are designs by other vendors that suit me just as well)."

This statement shows your ignorance of the mac platform. I, as a mac user, have plenty of functionallity, and actually dislike the fact that I can't easaly swich OS schemes. I hope Apple does something aboput that in Panther, but for some reson I doubt they will. They should make it so we can have Kalaidascope again, that would be nice, I'm getting tired of this aqua/metal mixture. It is nice, but I've been looking at it for too long. It's actually the funtionallity and simplicity of the OS and it's native apps that keeps me on a mac. I wouldn't care if they started selling them in beige boxes, I would still rather use Mac OS than any other operating system.

To my knowledge, you can't create print ads with software made by apple. Contest rules would have to be amended for the print ad category to allow entrants to use Photoshop or something like that.

Obviously this topic has touched a few sensitive nerves. Just my two cents, but I agree that Apple's ads have been huge failures for years now. They are apparently intended to appeal to an elite (which explains why existing Mac users often think the ads are great), but they do not inform or persuade non-Mac users of the benefits of switching. If anything, the ads tend to insult PC users (how about the switch ad where the daughter lambastes her father over his Christmas camera and his PC on national TV). Why not just SHOW PEOPLE THE MAC IN ACTION. The OS, the iApps and the hardware-software integration are Apple's crown jewels - but their ads almost never show them in use. What a waste of money.

Great idea! The contest alone may stimulate switching. Heck if I wasn't already a user I would switch for the chance to win $1M.

the new g5 ad looks more effective compared to the switch ad... "the most powerful computer in the world" is more effective than any anecdote to any computer user.

maybe apple should try showing off its machine's muscle (osx, ichatAV, iLife). that's going to get everyone looking for a new computer excited, than seeing someone tell his switch stories. just a thought....

Why not just get a new ad agency?

Actually, I think Apple ads are great! They're innovative and cool--like the products they're trying to sell. If you want to see some really bad ads, try Microsoft's. Again, I think ads mirror the company they represent, and if you want unimaginative and nerdy. . . . .

I doubt that any ads Apple could come up with would persuade many PC users to switch to Macs. I've noticed a phenomena that the vast majority of computer users think the computer and software they're currently using is the best there is, regardless of how clunky it may be. So why should Apple spend big bucks on media advertising? The best ads for Apple are satisfied, enthusiastic Apple customers--just like it's always been.

This is a great way to really show the mac in action, as stated by RWP. A contest in which only Apple software can be used. I saw a few others mention this in their comments, but this is the lifeblood of what apple users are all about. Using their mac to make proffessional grade creations that stand up in the world of media. What better way than to show that to those who don't know. And the prize doesn't have to be $1 mil. They could just give away a full G5 system outfit with all the bells and whistles. I'd do it for that...

Steve and company aren't idiots!! They know exactly what they have, they know their enemy's weaknesses, and they are very capable of producing high quality effective advertising without the help of some Mtn Dew swilling Mac geek in Puckerbush, Iowa.

Apple's army isn't complete enough for a full scale assault upon Microsoft. They have all of the innovative parts in place (hardware, OS, and iLife) except for one; a modern AppleWorks. Apple cannot attack Microsoft until it has brain-dead-obvious suite of superior office applications. It would probably be just as integrated as the other iAps so you can export your desktop publishing data into any or all of the professional publishing media such as web, video, Keynote, spreadsheets and print, as well as import/export to eachother. This would save tremendous corporate man-hours. Anyone can quickly turn their letterhead into a logo on a training video in moments. It would have one central simplified "workstation" with various smaller toolboxes for specific media. If you can write a letter, you can make a Keynote presentation or a webpage.

With import/export file translators for all popular MS and international standards, the uniformity, power, time savings, as well as Apple's typical ease-of-use interface, it would be impossible for individuals or corporations to ignore.

Apple's word processor would have international translations and international grammar checkers. The translator would have an "AutoBounce" that reverses the translation so the user can compare the original text with the bounced text to insure the translated text maintained the original meaning.

To further add injury to Microsoft's ego, make this a free download for all OS X users. Not just to cause envy, but to prove how Apple supports its users and their needs.

I am hoping that Apple can deliver this as a function of Panther in a single huge campaign. The only thing MS users will see their beige box filled with an assorted basket of incompatible and buggy software supported by Microsoft's promise of something better in 3 years. Then and ONLY then will Apple have the full system to take on the Microsoft market, and make MS users say "I wish I had a Mac!"

Sure for us Apples ads are good - but for the windows users out there it's not good enough. In order to switch over they need to see some things.

(1) The range of hardware - low end costs to high end costs. I'd hate to say Apple copy a PC company in advertising, but they should be like DELL (minus the crappy jokes) and show people using their products and what they are capable of.

(2) Mac OS X - I know I myself before using any new OS I want to see screenshots of it. I want to know what it looks like and what it's capable of and what i can do with it. I want to know how easy/hard it is to use and configure. My parents (along with so many pc people i've talked to) wanna see Mac OS X. Im sure when Microsoft showed how they were changing the look of Windows from 2k to XP people wanted to see what it looked like because they would have to use it every day. Going to mac os x is no different people need to see it. Getting people to switch away from Windows requires a form of advertising that I have yet to see. I don't mean to diss Apple because im a mac user myself but their advertising sortta sucks a little and could be better. The iMac window ad was pretty good start.

(3) Virtual PC/RealPC - People switching from Windows need to know that they can still run Windows Apps if they have to. Don't complain about the price because I run windows (required for classes) during the day and run Mac OS X anytime im not required to run Windows and Virtual PC (under Connectix) for $100-200 was well worth the price.

(4) Great Non-Apple Apps - Camino, Mozilla, Adium, Fire, etc. would be a good start. Some small yet great apps make mac os x all the worh while using for me.

Seriously though when DELL or Gateway (the only 2 actively advetising pc companies) advertise they do 2 things. (1) say their product is so great and list the processor and what comes with it (2) list the price. Last i checked the G5 ad only said we have to most powerfull computer. Shows the product but is crap in that you don't know crap about it at the end of the commercial.

To demonstrate speed (to back up Apple's claim), I don't think advertising CPU specs/speed is useful. A simple comparison very similar to the ones in Steve's latest keynote, with the systems used and their price, at the bottom of the screen would be good. No words, no announcer, just show what each one does. Using the "Finding Nemo" poster will keep everyones attention.

For more impact, start the Dell first, then fade in the model name and price. Then split the screen, start the Mac, but don't fade in the model name until half way through, and then the price at the end.


To compare simplicity, they should go back to the ad that featured the kid (with his dog) setting up the iMac, racing a Wintel professional setting up his HP. Something very similar could be done to compare Windows OS and Mac OS X.


Keep it cute. Keep it simple. No dialog or narrator. Keep it in the Apple-style of advertising.

I'd really like to see a commercial that sets people straight on the old myth (and one I still hear a lot from PC users) that "Oh, the Mac is good for graphics, but really isn't that good for anything else." With a GUI interface, WHAT ELSE IS THERE EXCEPT GRAPHICS??? Word processors are graphical, spread sheets are graphical, every *^&%() application in the world is graphical. But, oh, the Mac isn't really good for anything but graphics. PC folks really need to get the word on that one!

I also think it is a near-brilliant idea that Apple will likely never touch as it does create an ethics question for them and any ad pro entering. Is it ethical to have Apple gain all this creative wisdom and output without paying for it? I am not talking about the winner, but all the potentially incredible and creative work that didn't get chosen. The value of that work is immediately wiped out, and since there will be no invoice for it, the value is never, ever fully realized. This creates a problem for professionals already in the business to compete for work with new arrivals prepared to give the work away simply because they often have no appreciation for the value that was established before their arrival.

The concept about the contest is the campaign, and campaigns that do what they are supposed to do are difficult to create. I suppose Apple could limit the budget and place a bunch of other stipulations that lessen the ethics burden it would have if it chose to hold such a contest - or deploy this campaign. I'm sure that Design and Ad Associations across North America would complain loudly if Apple created a campaign that used non-pro creative. It could slice it's own throat too by alienating pros. Apple spends a ton of money with more than CHIAT et al. Still a clever concept though. I am sure the TV stuff would be great to watch.

In response to the last comment from ideaguy, I don't think that would end up being an issue. The key to the contest would that all work would haved to be submitted as amatuer work, not in the sense that it wasn't professional quality, but in the sense that Apple would not just want a bunch of ad studios using their facilities and designers to compete for ad space. In the end, the ad could not feature a company's name in the credits, only an individuals. And that's who apple would really want to win anyway. They know pro's can really do amazing things on the platform, but they really want the individuals in the world to see that someone just like them can do the same. So maybe that would be the key to the contest, individual submissions only. That way, a pro from a studio could submit, but not under the name of that studio...

Why not try it? The new G5 ads are not very convincing, and play into wintel's hands. It won't take long for pc's to equal the G5's speed (assuming that they actually are "more powerful" than the best pcs), and then AMD and Intel will do the price war thing and once again Apple will be sucking hind tit. The Mac advantage that has to be highlighted is usability and reliability. Those are, after all what counts, right?

a g5 vs. g4 and pentium comparison: http://www.cfdreview.com/articles/03/07/09/1441215.shtml

G5 does fine.

My opinion:
http://homepage.mac.com/jjherrick/Personal12.html

Let me say up front that I didn't love or hate the Switch campaign. I did think that some of the commercials were cute, the look was unique, and created a stir in the computer industry but also many times the claims of the folks in the ads were a little unfair. Most of my friends being PC users I was able to see the reaction of the ads on genuine PC users. Few of the ads inspired them to see the light....

great piece John. The thing that is still missing from your last list of things to do is some way to convince pc users that macs are SUPERIOR to pc's once the inferior myths are bashed. As you noted bsod are rare these days, so one of the great advantages macs had, stability and ease of setup, is diminishing. Perhaps another few MS virus debacles can be highlighted by Apple. O/S security is a real issue that MS only addresses after the fact.

I had to check the date of your post, because to me this sounds like the "Switcher" campaign.

I sent a feedback to Apple sometime ago that I would like to see them make ads showing real users using real computers to do real work. The main problem with most advertising - and this is not limited to Apple - is that they do not actually tell you anything about the product. The closest they got was with the iMovie wedding video burn to DVD commercial but that was a bit heavy on the theatrics and light on the actual computer use.

The only way Apple is going to sell MORE Macs to people, is to have MORE games. Simple... It is so bloody simple, but Apple cannot understand that. They have 4 billion plus dollars in the bank and they cannot even help some companies develop more games or bring more to the Mac. It is in their best interest to do so. More games = more Mac sales = bigger marketshare. DUH!

Games drive computer sales to a large extent, especially on the Windows side. Last time I checked EA Sports did not make NHL or FIFA Soccer for the Mac. EA also did not put Battlefield 1942 out for the Mac. How about Day of Defeat? Don't have that... How about Tron 2.0? Nope. How about Operation Flashpoint? Nein. How about... well you kind of get the hint.

I got so fed up with the gaming situation on the Mac, instead of upgrading to a G5 tower, I decided to build myself a Windows XP Professional system. So now I use both platforms, and I am certainly not going to be buying overpriced games on the Mac when the Windows version is $10 cheaper or more (for the same title). I have always used Windows but this is the first one I have owned. It's not that bad... Sure it is not Mac OS X, but look at all the games and apps I can get.

Since deciding to purchase the parts to build a Windows XP Pro system, I have bought over 100 games (quite true). All of these games are great and most of them ARE NOT AVAILABLE on the Mac. I am even buying pro apps for the Windows system to replace the Mac ones I have. I would have never considered that before but now I don't care. I am doing what I should have a long time ago... stop wasting money on the Mac and believe that Apple was actually going to do something about the gaming situation. I have been waiting since 1996 for something to change and not much has. Apparently EA thinks we all play freaking golf and race cars.

Yeah, I kind have to agree with TheMacGenius.

The gaming situation on the Mac is pretty pathetic in my opinion.

Better game support for the Mac would do more than a $1,000,000 ad contest. There are plenty of games on the Mac, but the platform lags the broader gaming market by at least a year.

I agree that a lot of Windows leadership into the home computer market is based on the consumer's desire for a powerful multi-gaming environment. But that said, I'll argue that MOST consumers that follow this path end up with a cheap piece of crap that so disappoints, they quit trying.

Then they go out and buy a Sony Playstation so they can become disappointed again.

Many peoples buy Wintel PC because many, many friends already have a PC... If you are beginner in the computer world, you want someone to ask questions, not a data knowledge site...

This idea works even better today now that Apple has the Mac mini and Mac OS X Tiger. Ask a random person you meet if they've heard of the Mac mini and/or Mac OS X Tiger. Hardly ANYBODY knows of these products. Why does Apple make them? Is it a big secret?

I haven't seen an Apple Mac ad on TV in ages....

Michael,

Nobody here at my workplace knows what a Mac mini is or what Mac OS X Tiger could do for them. WTF is wrong with Apple? They're dropping the ball badly.

And the winner is!!!!----Some artsy fartsy, wimpy, touchy feely bowl of pap.
Just show all the final fifty ads and let the TV audience vote on them. Call it "American Mac" , and have a run-off.
No offence, 'American Idol".
And make sure it's on Fox.

Even two years later, this is a fantastic idea. Hopefully one of Apple's higher-ups reads MDN...

Just:

Stop preaching to the converted.

Mac users don't need a commercial - the rest of the world does. why can't Apple understand this?

The competition is an attractive idea, but I feel it's rather flawed.

You need two elements for an effective advert. A truly great idea and a professionally finished result.

While it's possible to advertise stuff with low production values, it's very rare and is seldom appropriate for a global company.

I'm thinking about TV and cinema advertising here. There is much more scope for individuals and groups to create fully finished adverts for print and radio.

Apple would do better to have a competition for ideas for an advert, requiring the entrant to merely submit a story board or rough version of the advert. The winning advert will then be made professionally with top-end production values.

It's much more important to get a good idea than a clean execution of an average idea, but many people with truly great ideas simply won't be able to produce a fully-finished advert to an appropriate standard. That needs a great deal of expertise and expense.

There's no reason why the short-listed entries can't be posted on an Apple web-site and viewed on-line, but the actual broadcast advert needs to be 110% perfect.

Before I bought my first home computer I thought all Mac users were fringe nuts. But when it came to putting my own money on the line well, you can guess the rest. Apple needs to know why (against all of my Windows friends advice) I went against the prevailing tide. My kids still think that I'm a little wierd for going Mac. Their eyes open wide when they visit but they probably won't switch (I'll keep trying - iPod, etc.)

PS: doPi is exactly right on point,

"Apple should hold 'The $1,000,000 Apple Macintosh Ad Contest?"

No!

Because you all are total idiots. I don't see you with your own advertising company.

Popular consensus is NOT a criterion for truth!! That just results in a crap-load of bad amateurish ideas.

The people at Apple KNOW how to advertise. Don't be a damn fool and make a bunch of senseless noise. Let Tiger stalk its prey intelligently... shhh... let's wait and see.

Tiger will have a much greater impact as Longhorn slips lower and lower.

Steve may also be waiting for the well-polished 10.4.1.

Did you see the specs for the new iMacs? It's a very nice system by ANY standards, and now coupled with Tiger makes it irresistible.

Just as I trust the wisdom of Apple with Tiger, the iPod and the iPod advertising, I will trust them to strike (intense and astounding) when they decide the time is right for Macs.

Listen up everyone!

As most of you guys I think this was a great idea, but it is useless to discuss this contest only in this forum. I suggest that everyone who consider themselves as a loyal mac-user should copy the text about the $ 1,000,000 contest, and paste it in a mail message and send it to the boss himself. His e-mail is (really!), and write something like "What do you think about this idea, Steve?" in the subject idea.

I'done my part, now its your turn, so please send your message to him aswell, and spread the word!

[Commecial opens with a question in bold white letters on a black background..]

"What did you do on your Mac today?"

[Fade in to: a crowd of people of all ages. Cut between people randomly. Intermix with scenes of Mac OS X in action. Highlighting iLife, Spotlight, iWork, Browsing, Mail, Garageband, etc...]

Old Man: I put my complete collection of Glenn Miller songs on my iPod.

Teenage boy: I composed an awesome rock tune in Garageband.

Middle aged woman: I made a DVD of our Vacation Video in iDVD.

Young boy: I made a movie in iMovie!

Older woman: I took photos from my digital camera, put them in iPhoto and mailed them to my son. Oh! And I made a book with all my pictures. *laughs*

Middle aged man: I created a slideshow presentation in Keynote for the Company's proposal meeting with the planners.

Interviewer: So, how many of your scanned for Spyware today?

[Everyone stops in their tracks, dead silence, everyone stares at the interviewer. A young child from the back of the room asks..]

Young child: What's a spyware?

[Fade out to the words...]

"Get more done. Less hassle, more fun. That's the power of Mac OS X."



(or something like that.)

I know why Apple doesn't sell its operating system any harder than it does. I figured it out. He and Bill Gates have a secret agreement. Apple can sell all the flashy hardware stuff, and the unique software that doesn't compete (!) with Windows, but they must have agreed never to let these two companies get into an ad war over their two main competing products: OS and Office suites. Apple advertises everything else - sexy PowerBooks, iMacs, Shuffles, iPods, even just the Apple brand.
Remember 1998, with Bill Gates on the giant screen behind the newly returned Steve Jobs, touting their $150,000,000 cash infusion and MS Office for Mac? That's when advertising for the Mac OS disappeared. It's so blatant to me, and now to you also.
MW-Coming, like in the 2nd coming of SJ

Actually, you'd probably end up with lots of the "spec" people doing ads. Not that it would be a bad thing--personally, I loved "Espionage".

MDN - stupid idea