Where's the real Mac marketing?

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Where’s the real Mac advertising?

30 December 2010 880 views 5 Comments

Unlike the mothership’s groundbreaking and still rib tickling funny “Get a Mac” campaign, the company’s current crop of TV advertising for “computers” is, to say the least, uninspiring. Whereas the product still sizzles — hitting harder than mere specs can convey — Apple’s advertising is, nonetheless, somewhat less brilliant.

Is there anything more formulaic than the current MacBook Air TV spot? I’m sure it’s effective, like the company’s equally unremarkable palette of iPhone 4 ads, but that’s hardly the point.

Oddly, I don’t hate their current video collateral because it’s so nicely done and perfectly in character with the perfectly manicured side of the company — I’m sure their satisfied shareholders appreciate it warmly. Thereupon, to have a guttural disdain for these ads would be like screwing up my face at a neighbor’s new sports car or handsomely manicured lawn, saying more about my lack of grace than the quality of the goods.

Do they still fly the flag?

After Apple came back to its senses in ’97, there was Think Different, an instant classic. Then came the the original iPod ad, which was followed by the silhouette campaign.

These ads blew minds and helped slay competitors by the score.

There was panache, irreverence and Ellen Feiss…

The company’s timeless John Hodgman and Justin Long Get a Mac campaign was loaded with edginess and biting sarcasm, inflicting stinging wounds on Windows that Redmond’s still licking. And, no one will ever forget how groundbreaking the very first Macintosh TV spot was.

The problem with the MacBook Air ad isn’t that it’s poorly done. The real issue is that Apple’s current TV commercials have no balls whatsoever…

What’s your take?

5 Comments »

Don said:

The purpose of advertising is not to have “balls,” it’s to sell products. It seems to me that the current advertising is doing this very well, whether or not you think it has “balls.” I’ve worked in advertising for a major company for over a decade. How long have you been an advertising professional?

# 30 December 2010 at 11:38 am

bob said:

“I’ve worked in advertising for a major company for over a decade. How long have you been an advertising professional?”

Said with a borrowed set no doubt. I’m guessing someone younger, probably in administration was the lender.

# 30 December 2010 at 12:33 pm

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# 30 December 2010 at 9:53 pm

Aloysius said:

I concur. Samsung Galaxy S even went to the trouble of creating a fake TV series. The TV series is actually funny, well written, and stars a celebrity in every 4-minute episode. They even managed to corral NBC along.

Isn’t this supposed to be what Apple is doing. Or at least is capable is doing? Apple’s first iPhone 4 ads were good, but now they’ve deflated to lame.

Apple’s ads should be kick-ass products, just like any other Apple products.

# 1 January 2011 at 9:45 am

Apple's aspirational 'We believe' iPad ad | FairerPlatform said:

[...] been rather critical of Apple’s recent advertising, but I think this newest spot marks a new and fresh chapter in [...]

# 4 April 2011 at 8:23 am