Ken Segall: Apple’s new Mac ads are causing a widespread gagging response

“Repeat after me: ‘The sky is not falling. The sky is not falling,'” Ken Segall blogs for Ken Segall’s Observatory. “I know it’s hard to say after viewing the new batch of Mac ads that debuted on the Olympics. I’m still in a bit of shock myself.”

“Sure, Apple has had a low point or two in its advertising past — but its low points are usually higher than most advertisers’ high points,” Segall writes. “This is different. These ads are causing a widespread gagging response, and deservedly so. I honestly can’t remember a single Apple campaign that’s been received so poorly.”

Segall writes, “This thing is so upsetting, it has me talking to myself: ‘Ken, you’re missing the obvious. Clearly these ads are targeted at first-timers, not for you.’ That’s a seemingly logical defense. It’s also a horrible one. How many great campaigns have you seen that appeal to one target group, but turn off everyone else? There’s no excuse for a campaign like that. Apple’s momentum is fueled by the enthusiasm of its core customers. The last thing it wants is to win new customers at the cost of looking ridiculous to its enthusiastic supporters.”

Much more in the full article here.

Related article:
Apple debuts three new Mac ads: ‘Basically,’ ‘Labor Day,’ and ‘Mayday’ (with video) – July 29, 2012

92 Comments

  1. It’s like being punched in the face with a baseball bat. Yes, we know Apple makes ‘easy to use’ products and that Apple Geniuses are there to help hapless customers but the ads take this to extremes and overemphasizes the geek factor. There’s barely any humor in it.

    I like the old Apple ads that delivered their message with subtlety and more importantly had taste written all over them. This batch lacks taste and isn’t even remotely funny.

  2. But… the “enthusiastic core supporters” are going to buy Apple products regardless of the advertising.

    Seriously, this line of reasoning makes no sense. Why should Apple’s marketing department give two sh*ts about the opinion of people like me who are completely devoted to the Mac platform? Is anyone out there seriously considering switching to Windows or Linux because of these ads?

    For the record: I don’t like the ads. They remind me too much of the “Dell Dude” ads. But I also don’t care. I’m buying a Mac mini anyway. If these ads don’t achieve their intended purpose, presumably Apple will move on to something else.

    ——RM

    1. “Why should Apple’s marketing department give two sh*ts about the opinion of people like me who are completely devoted to the Mac platform? Is anyone out there seriously considering switching to Windows or Linux because of these ads?”
      ^ EXACTLY.

      I am happy that Apple’s marketing department knows it should not direct ads at people who already use Macs.

      I am deaf to whining dweebs.

  3. The new ads are great. My mom, who knows nothing about computers, called and asked if I saw the super funny new Apple commercial. She has never done that in her life and that is the audience these commercials are targeting.

    1. Bullshit. Anyone who thinks these ads have plumbed some new depth of bad clearly doesn’t watch TV, and/or has their g
      Head so far up their ass they can brush their teeth and wash their hair at the same time.

  4. Get rid of this garbage and bring back the Mac vs. PC ads. With the Windows 8 disaster looming, now’s the perfect time to go back on offense and hit ’em hard.

  5. Although terrorized by the new Safari’s countless issues of a missing RSS (my blind friend lost all of his news gathering abilities until he finds another easy way), also slow page updates, vanishing progress bar, and often being forced to reload a page several times, especially if it’s not cached, just to make it show up, I thought the worst was over.

    Wrong!

    What brought true terror to my heart was when I caught one of the Mac ads last night. An Apple “Genius” that looks more like a 12 year old in a commercial as lame as any Microsoft ad. This is not the quality or intelligence of Apple from the past. This was just a regurgitated version of “Obe-Wan, you’re my only hope!”, but Obe-wan is a kid with extremely bad acting. (Sorry, kid, you’re no Justin Long.) It felt very desperate as if saying…
    “We have kids at the core of our customer service department (this is our idea of a ‘genius’)”
    “We have cool apps, too, but you will need one of our ‘Geniuses’ to help understand it.”

    These commercials HAD to pass through dozens of hands for approval and not ONE person stood up and said, “This seriously suxs!” After the long silence and void of any new iMacs or Mac Pros, and now this terrible commercial from a “D” student’s “Advertising 101” class project, the only thing that came to my mind was the ad being proof-positive reinforcement of Apple circling the drain.

    I’ve been around way before Brodie helped Johann, and I have never seen Apple make so many sequential blundering moves before. Only due to being forced into a Hobson’s Choice, I’ll stay with a Mac computer, but I don’t see a reason to stay with Safari anymore, and it is my first step in over a decade to slowly move away from Apple.

    And I thought only Microsoft had the dexterity to push their customers to the competition with such elegant swift efficiency.

    1. “I’ve been around way before Brodie helped Johann, and I have never seen Apple make so many sequential blundering moves before”

      Spare us your drama queen histrionics and STFU.

    2. *laughs*

      Every single Apple advertising campaign I can remember has been mercilessly lambasted by trolls, pundits, and comedians both amateur and professional.

      The new ads stink? They’re driving people away? They’re a sign that Apple is dying? They’re the worst crap ever?

      Sorry, but I’ve heard that so many times before that I’ve lost count. The truth is these disastrous new ads will bring more users to Apple, just like all of those other disastrous new Apple ads before them.

  6. Look and listen closely and you will see Michael J. Fox as Marty McFly** doing Apple commercials. Look at the hand gestures in Basically and the voice trail off. Classic Michael J. Fox.

    **Marty McFly: Character from “Back to the Future Movies” Universal Picture all Rights Reserved.

        1. Exactly! There’s that certain effusive charm, just over-the-top enough to be highly amusing, the high-tech boy scout on a mission to save the future.

          And wasn’t it just a few years ago that folks were ranting here that Apple should stop being so artsy with its ads and just tell the folks why Macs are better? Well?

Add Your Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.