“‘Viewers give Apple’s ‘Genius’ Olympic Ads A ‘D’ for Dumb,’ raves Forbes! ‘Without Steve Jobs, the company unfortunately lacks flavor and style,’ concludes Dave Smith in the International Business Times! ‘These ads are causing a widespread gagging response, and deservedly so,’ says Ken Segall, an adman who you may remember from such previous campaigns as ‘Think Different’ and the iMac,” Philip Michaels writes for Macworld.
“But you know what? If Apple manages to reach the people it’s targeting with these ads, all of these critiques amount to a little more than hot air,” Michaels writes. “Apple isn’t making these ads to get an approving nod from Forbes or a pat on the back from Ken Segall or even to make me feel good about myself as a Mac user. It’s trying to sell stuff. Specifically, it’s trying to sell stuff to people who feel flummoxed by computers, who think that sitting down in front of a computer screen and creating something worthwhile is as unimaginable as building a rocket ship. Other PC makers leave you high and dry, Apple is telling these folks, but we’ll still be there to help you out.”
Read more in the full article here.
Ken Segall: Apple’s new Mac ads are causing a widespread gagging response – July 31, 2012
Apple debuts three new Mac ads: ‘Basically,’ ‘Labor Day,’ and ‘Mayday’ (with video) – July 29, 2012