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.



About Dan Goldgeier

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. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.