Apple's new Mac Genius-themed TV ads debut

Apple apparently wants to recapture the themes behind their old but still whimsical "Mac vs PC" TV ads in its newest commercials. Three new 30 second spots made their debut on US television screens as part of NBC's coverage of the London 2012 Olympics opening ceremony.

The three commercials have since been uploaded to YouTube and show Apple's new Mac TV mascot; an unnamed Apple "Genius" employee who apparently never takes off his blue Apple Store t-shirt, no matter what the time or setting is. One of the ads has the "Genius" on a passenger plane trying to help a fellow traveler with editing a clip in iMovie. just before the plane is supposed to land.

The second clip has the "Genius" being told by a random person on the street that he has just bought a Mac, but the "Genius" has to let this person know that his new Mac isn't a Mac at all. We do have to wonder about the intelligence of this random PC consumer.

The oddest TV ad in this collection is the one where the "Genius", asleep in his apartment and still wearing his blue Apple t-shirt, is woken up at 4 am by a neighbor. The neighbor's wife is apparently about to give birth but, instead of taking his suffering spouse to the hospital, he wants to get info from the "Genius" on how to announce the birth of his baby via an iPhoto card.

While we guess the Apple "Genius" is OK (we will ignore him wearing the t-shirt all the time), all three TV ads seem to show that other people out in the world are, well, not too bright. We are pretty sure the neighbor's wife is going to file for divorce soon.

Source: YouTube

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This ad is super ridiculous. Is he that brainwashed he wears his work clothes to bed lol? And will respond off hours to help some crazed neighbor with his Mac needs and then run off to the hospital with him? I hope they realize this is reality and they're trying to sell us on a real service; not a mythical one.

I just don't understand why would Apple make such ads. Is it supposed to mean that you need some 'genius' help to accomplish some task with a Mac or iPhone? That's complete opposite of old Windows Live ads idea, where even 5 year old girl can handle the software to complete what may seem not trivial task to a newcomer.

Don't every Apple product owner care more about 'image' and getting their photos online and how awesome their device is, than say something as ordinary as giving birth to their child?

Geesh

For a company that claims their products are easy and they just work, this sure doesnt support that.

Also, makes Mac users look like idiots. Yea, not everyone knows how to do the simplest things...but they could of done a MUCH better job with the ads.

techbeck said,
For a company that claims their products are easy and they just work, this sure doesnt support that.

As much as people want to believe that it's possible. To have a product that is easy and just works, there are still some people out there who need help because they don't understand the full capabilities of their computer. I'm sure there are Windows users who ask the same questions as the customers in the ads. "How do I...?" Except fo the, "Hey I got a Mac from that guy," ad. Not sure about that.

Also, makes Mac users look like idiots. Yea, not everyone knows how to do the simplest things...but they could of done a MUCH better job with the ads.

I don't understand why people think that the characters in the ads are supposed to represent all Mac users. As someone who uses Macs half the time, I never once sat there and thought, "Oh, that person is supposed to represent myself and the rest of the Mac users out there." I understand that they are not ads geared towards me. It simply it is what it is. Some people need help, and Apple has the solutions.

th3r3turn said,
Anyone can tell me what is around there neck?? Sorry we don't have real apple stores in NZ

It's a lanyard that has their name tag and their title. It also holds business cards, barcode cards and the Apple Credo; a mini booklet with brainwashing Apple material they force you to read passages from every morning. "Today I will concentrate on ensuring efficient and attentive service blah blah.."

Source: I worked in an Australian Apple Store.

On topic, these suck. That's a good thing, because I like Windows better than Apple. I don't dislike Apple though.

I think they suck because despite mentioning a list of apps and products, they don't show how easy it is to use them, nor how they "just work." They do show an example of how easy it is to get help, but you have to pay for that after an extent. 

Windows fairly recent campaign about how at-home mothers can do simple photo editing and kids can do video editing is solid compared to this.

Uhm, they're touting the Apple retail stores which provide one-on-ins time with a genius in order for the person that scheduled the time with a genius to get assistance finishing a task or starting one.

BTW, Some Apple stores are open 24 hours/day (one in NYC, IIRC.

Those Mac vs PC ads were not "whimsical", they were mean-spirited in their implication that "PCs" were not as cool as "Macs" and that if you wanted to be "cool", you want (to be) a Mac.

yeah...um, they suck. i'm not into apple products, but I've always admired their marketing skills. however, these are just insulting.

Subhadip said,
So basically they are calling their customers idiots?

In any case, absolutely awful.

Have you ever worked with an average user. They are idiots.

warwagon said,

Have you ever worked with an average user. They are idiots.

Have you ever worked with an average user? They don't like to be called idiots.

Subhadip said,
So basically they are calling their customers idiots?

In any case, absolutely awful.


It seems like they are picturing everyone complete idiots, just Apple store employee a bit less stupid, but with other issues apparently.

billyea said,

Have you ever worked with an average user? They don't like to be called idiots.

In the ads, when are the, "customers," called idiots? Also, when it is implied that the, "customers," in these ads represent all of Apple's customers? Not everyone gets computers, so they need help with tasks from time to time, you know.

Subhadip said,
So basically they are calling their customers idiots?

In any case, absolutely awful.

Well, that's the average iUser for you.

I felt empathic embarrassment watching these.

Also TIL, Apple 'geniuses' wear their work tshirt whilst sleeping.

KeR said,
These ads would have never made it to the air while Steve Jobs was around.

Apple's Ads are created by an independient firm, Jobs does not create any campaing, he just signed the cheques.

Apparently normal people can't operate Apple products without a douchbag teenager. how is this supposed to get people to buy apple products? By making them look like idiots?

Rudie32 said,
Apparently normal people can't operate Apple products without a douchbag teenager. how is this supposed to get people to buy apple products? By making them look like idiots?

The truth is that a lot of people don't know how to do things like make photo albums or cards. These advertisements are just showing the type of supports that comes with the Apple products they buy.

nvllsvm said,

The truth is that a lot of people don't know how to do things like make photo albums or cards. These advertisements are just showing the type of supports that comes with the Apple products they buy.

By making them feel stupid? there are ways to accomplish the same message. The last thing an older adult wants to see is someone fustrated with a computer when looking to buy one.

Rudie32 said,
Apparently normal people can't operate Apple products without a douchbag teenager. how is this supposed to get people to buy apple products? By making them look like idiots?
My exact thought when I saw the commercial yesterday. It also took them like twenty minutes to throw a few videos/photos together "drag and drop a song from iTunes" and add a sepia filter....

Mulsivaas said,
My exact thought when I saw the commercial yesterday. It also took them like twenty minutes to throw a few videos/photos together "drag and drop a song from iTunes" and add a sepia filter....

Well 10-15 minutes before landing, you need to turn off electronic devices so that they can have a clear signal to intiate the landing procedure, and then once they get the go, they can land. They say devices can interfere and hence the reason why devices should be shut off.

Lunfai said,

Well 10-15 minutes before landing, you need to turn off electronic devices so that they can have a clear signal to intiate the landing procedure, and then once they get the go, they can land. They say devices can interfere and hence the reason why devices should be shut off.

Not his point, at all. 20 minutes to accomplish that? What do macs run? celeron processors?

nvllsvm said,

The truth is that a lot of people don't know how to do things like make photo albums or cards. These advertisements are just showing the type of supports that comes with the Apple products they buy.

One of the selling point behind Apple products (at told to us by their fans) has been that Apple products are so easy to use that they don't need instruction manuals. Just plug it in and it works. If you need a Genius to show you how to make a movie, then their software is not as simple as some would like you to believe.

Rudie32 said,
Apparently normal people can't operate Apple products without a douchbag teenager. how is this supposed to get people to buy apple products? By making them look like idiots?

It's about growth. They now are moving into the period of grandma and your clueless uncle owning apple. So they make commercials to show that apple will hold your hand because this market is still in that mindset. It really was a crap commercial though.

nohone said,

One of the selling point behind Apple products (at told to us by their fans) has been that Apple products are so easy to use that they don't need instruction manuals. Just plug it in and it works. If you need a Genius to show you how to make a movie, then their software is not as simple as some would like you to believe.

Again, you put too much stock in what Apple fans say...

nvllsvm said,

The truth is that a lot of people don't know how to do things like make photo albums or cards. These advertisements are just showing the type of supports that comes with the Apple products they buy.

Like the Windows 7 commercials featuring Photo Gallery, and Movie Maker?

Wow...

Seriously, this is normal Apple condescending crap, that they too often get away with. Apple taking the 'Genius' as a moniker is like Ford Pinto taking the word 'Safe'.

Seriously, go hang out in an Apple store, you will question the use of the word 'Genius'. I would be surprised to witness most employees able to hit 105 on an IQ test, and that is a long painful box of crayons to get to Genius.

Edited by thenetavenger, Jul 29 2012, 4:23am :