Slicing Up The New Apple Spots

“Steve would’ve killed these.”
“Lee oughta know better.”

It’s no secret that Apple’s current spots, featuring a typical Apple store “Genius,” are getting panned.

I’m not here to pour more criticism on. My question is simple: How did they get these done?

By that, I mean: Who approved this strategy? Who thought this kind of comedy was needed? Did the client really want this campaign (and insist upon it)? Did anyone at the agency or client object? Is the company pursuing a different audience with its marketing?

The stories of how “1984″ and “Think Different” came to life have been meticulously documented. I think it would be equally instructive to know how these spots got done.

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About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • Steve Jobless

    Methinks it simply has to do with how technology is – and should
    be – sold. That is, there are basically two key audiences: Early Adopters and
    The Rest of the World. Early Adopters want to be the first to have the latest
    gizmo. They will stand in line for days, pay premium prices and even put up
    with bugs in the system. They are attracted to cool things and want to be perceived
    as cool. The Rest of the World jumps on the bandwagon later. Their primary
    concern is that the thingamajig works. Early Adopters spent the night outside
    of Apple Stores for first-generation iPads. The Rest of the World bought iPad
    2s – and were pissed off to when the next iPad arrived. Experts in creating technology
    advertising know these audiences are distinct, and they know the audiences
    respond to different messages in different ways. “1984” spoke to Early Adopters.
    “What’s on your Powerbook?” spoke more to The Rest of the World. This “Genius” campaign
    is speaking to The Rest of the World. It tells the more conservative crowd that
    their Apple product will work, and the brand will be there when you need help
    for anything. Has any Apple owner EVER been unhappy after visiting the Genius
    Bar? What’s more, it’s free. Beats the hell out of Geek Squad. This new
    campaign is not nearly as bad as the critics make it out to be. It’s a safe bet
    that The Rest of the World will be fine with it. And is the comedy really much
    different than the long-running “Mac Guy vs. PC Guy” campaign? Never understood
    the praise for that work – it was and old school side-by-side demo.