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Where’s the real Mac advertising?

30 December 2010 1,373 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?

The New MacBook Air

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