“Earlier this week, Apple’s ad agency confirmed that the company had yanked its widely panned ‘Genius Bar’ ads, which debuted during the Olympics,” Jordan Weissmann writes for The Atlantic. “According to TBWA/Media/Arts Lab’s official line, the decision to kill the campaign, which featured an Apple Store genius helping out a series of hapless middle-aged men, had nothing to do with the wretched reaction of bloggers and fans. Rather, the commercials were scheduled for a limited run all along.”
“Since the campaign began airing, many have wondered why Apple seemed to be producing commercials targeted exclusively at older males, who traditionally fell outside the company’s core customer base. The market researchers at YouGov are now offering up an answer: the company may be trying to connect with aging fans,” Weissmann writes. “According to YouGov, their data is evidence that ‘adults 35+ have been bigger supporters of the Apple brand than the 18 – 34 demographic.’ So those Olympic ads, no matter how awful their execution, at least may have been targeted at their new best customers.”
Weissmann writes, “I’m not sure that’s absolutely right. What YouGov seems to be measuring, more than consumer sentiment, is the state of Apple’s PR efforts. But whichever way you choose to interpret their numbers, they should should still be troubling for Tim Cook & Co.”
youtube http://www.youtube.com/watch?v=oRveuk_4Or0&w=590&h=332]
Read more in the full article here.
Related articles:
Apple ‘Mac Genius’ ads, panned by some techies, may have special target – August 10, 2012
Apple’s ‘Mac Genius’ ads disappear from Olympic TV broadcasts – as planned – August 7, 2012
Apple’s new Mac Genius ads preach to new customers, not the choir – August 1, 2012
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
This is bull. I am slightly older than Steve. And I was fortunate enough to meet and work with him at Palo Alto in both our younger days. Even back then he totally impressed me as a person that never thought of a product or products based upon age stratification.
I have been an Apple and before that Next devotee for more years than you young bucks can imagine. My entire family has totally gone to apple products, iPhone, apple tv, macs so listen up all you would be Apple devotees, Apple has proven to me year after year, they understand the needs of everyone.
I have my own company providing consulting intelligence within the pharmaceutical global world. I have probably converted more companies and individuals to Apple than Apple has ny idea of. And as a consultant, that is my reputation on the line. For me to bring companies to the forefront of technology including Apple, I sure would not be successful long if I steered them in the wrong direction.
And while i am at it, I extend my personal and business gratitude to Tim Cook. Clearly the man has a vision that will continue the Apple momentum. Remember, and this was something Steve told me, a company is not ONE person, it is a group that share a common belief and goal. He was right back in the 70’s and is still right. I believe that Apple with all the bull going on, will continue to invonate and make both personal and business life more fullfilling.
DeWayne Cusick
I think people are all wrong.
First, I like the ads. But, more importantly for this discussion, I see the ads as young people’s ads.
The focus on those ads is not on the people the Genius is helping. It is on the Genius himself…and he’s a young guy. The model there is a young person, not on the “old” ones.
Who’s going to relate to “old stupid people.” (Okay, they’re not stupid. They just need some help.) I think many more people, YOUNG people, will relate to the Genius. Some may subconsciously want to be able to move in and master the Mac so they can show off to everyone else that they’re just as good. All the pretty girls (next ad) will gravitate to the (young) Genius, not to the “customer.”
Am I the only one seeing this?
…and, even though I’ve seen some young people not using iPhones, most due it for price issues, or don’t realize how much lesser a product their non-Apple product is. Some parents (those rare ones still exerting control over their kids) won’t let them have an iPhone for other reasons…though they may have one themselves. I have worked in schools and have seen some of this.
Lots of kids today simply accept Apple products as the default technology products. They are comfortable with them since schools are increasingly using them for students. Those who go non-Apple do it to be different and eventually come back to Apple. Or, as I said, for cost issues…or perceived cost issues. At least those have been my observations.