I just caught the “Pizza Box” Get a Mac spot during the Top Design premiere, and it struck me. Not because it’s particularly brilliant — it hits the same mark exactly that all the other college-related Apple ads have lately — but because I realized it was the first time I had actually paid attention to a Get a Mac ad in almost three months. Nor have I talked about one with anybody in more than a year. People don’t even get upset about it or make parody ads anymore. PC and Mac have been up there so long that I’m expecting them to introduce their children at any minute. Worse than being annoying or controversial, Apple’s core Mac marketing campaign has become the one thing the Cupertino Collective can never allow itself to be: boring.
Apple’s been here before. Switch had its (rather desperate) day. Think Different saved Apple during its darkest times. But each of them eventually outlived its usefulness based on where Apple was as an organization. Today, Apple has become a powerhouse in media and a top-three computer maker. The iPhone is poised to become as ubiquitous as the iPod. And Get a Mac’s playful jabs are starting to make Apple look small. “Able to run Microsoft Office” isn’t news to anyone who could be swayed by a TV ad.
What’s the next narrative? How does Apple start its next growth curve, whether through marketing or design?
Written by Pete Mortensen on September 4th, 2008 with no comments.
Read more articles on Advertising.
How could this have failed? The Apple Lisa is the computer for Type A personalities who go to work at dawn with their dogs via bike and then continually stare at the same spreadsheet for a half-hour. Sign me up!
YouTube - Kevin Costner in Apple ad
Via SFist
Blogged with Flock
Tags: lisa, apple, costner, advertising
Written by Petemortensen on December 18th, 2007 with no comments.
Read more articles on Advertising.
One good opening deserves another, so Apple is just about ready to match its new San Francisco store in the Marina with a new shop in Manhattan’s Greenwich Village big props to Apple’s creatives for a logo that’s so darn Big Apple. Beautiful work, guys.
David Sebastian Buus took the photo while on a bike ride.
doctormac: New Apple Store in NYC / Dec. 7.
Via Digg.
Blogged with Flock
Tags: apple, retail, nyc, greenwich
Written by Petemortensen on November 30th, 2007 with no comments.
Read more articles on Advertising.
Mark Richardson of Ragus Media has created the cheery, oddly sentient iMac choir commercial concept that Apple hasn’t bothered to. It’s fun, but man, do I ever hate the music. Think Apple will buy it and put it in production like the CSS ad?
Via Gizmodo
Written by Petemortensen on November 26th, 2007 with no comments.
Read more articles on Advertising.
Apple just refreshed its third concurrent ad campaign today with three new “Get a Mac” ads, a few of which aired during NFL action on Sunday. Two of the ads, “Podium” (seen above) and “PR Lady” make a particular point of ripping on the fact that many people have downgraded their computers from Vista to XP because they’re so frustrated with it. I enjoy “Podium” a lot, but my favorite is still “PR Lady,” which features a PR liaison who steps in to make PC’s self-defeating comments sound positive:
PC: I hired a PR person, you know, to smooth things over that whole Vista problem.
PR Lady: By “problem,” he means, “Some early adopters have faced some MINOR challenges.”
It’s really cute.
Written by Petemortensen on November 11th, 2007 with no comments.
Read more articles on Advertising and Apple.
« Older articles
No newer articles
