Apple's new Macbook Air ad brings the dubstep, deviates from the past

Apple has a new advertisement circulating the airwaves that highlights its Macbook Air laptop. The commercial is based around different designs of the lid of the laptop, which encompasses the Apple logo that is on every laptop. 

What makes this commercial different than those the company has previously released is that most commercials try to draw upon an emotion for their advertisement to connect with the viewer. This video is all about the artistic designs on the lid of the laptop and features dubstep, something we are used to seeing in Microsoft commercials -- but certainly not those from Apple.

It's an interesting advertisement by Apple, and certainly plays to a creative style, but is a bit different than their typical 30 second ad spot. That's not to say that it is a bad advertisement, as the comments on YouTube are quite positive about the clip; it simply means that this could be a new direction for the Cupertino-based company.

Apple will be announcing their earnings on July 22nd where we will gain a better understanding of the momentum of both iPhones and their Mac line of personal computers.

Source: YouTube

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40 Comments

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j2006 said,
Umm... that was the most worthless ad ever.

You commented on it, the advert did exactly what it was meant to do.

I bet half the people flaming apple have never actually owned Macbook\iMac.. Just have to hop on the hate train, next stop, ignorance.. People use their products, because are they are simple to use and require very little maintenance.. For the "average"person, this is great.. The way OSX flows and works, has it's advantages and disadvantages, just like with any OS.. So, tired of fanboism.

If you replace the apple with a rooster ;) would you buy it? Many wouldn't because its would look ugly. Most People buy it because of the logo and not the product.

I did say Most people....

I think you're almost onto something here. Like, there are people who buy things from Apple just because of the logo. To them that logo means quality and all sorts of other stuff that makes people buy things they like, and what best suits them (not you).

Why did apple buy Beats for the fashion. Not for the Quality of the headphones. Fashion sells more than Quality. Only tech savvy people buy Quality. I have had customers call me up telling me, I bought myself a Mac Laptop but can you tell me how to turn it on? I was like really? so I am not talking just because I just wanna trash apple, I don't. I am a IT Tech, and yes Apple is Quality in both hardware and software. My point is that Fashion sells more.

What's funny is that Snow White is eating an Apple. Um, wasn't the Apple poisonous? Hmmm...possible prediction of things to come, I think.

Perfect, they advertised it without really saying anything and without really showing anything, while also being fun and personal.

Edited by derekaw, Jul 22 2014, 9:20am :

LOL@ Dubstep next is TRAP music from Apple, could we just get back to old skool Trance gosh those were the days for Electronic music when rarely anyone bothered to listen to it.

Chicane-UK said,
That's a brilliant little advert. Wonder if they managed to get copyright / clearance to use all that artwork / IP?

I think all the artwork is on sale, those stickers are available so you can dress your Mac up.

Isn't is the main reason why one would even consider buying it? How else are you going to promo your status around hipsters and such?

Avatar Roku said,
Yep this ad finally targets the main reason why people buy Apple products. The logo.

No, it's the feeling, people buy Apple for the feeling. The products just have the logo.

derekaw said,

No, it's the feeling, people buy Apple for the feeling. The products just have the logo.


If that's the case regarding feeling, they should have used music by James Brown...I got the feeling...heh...baby baby, I got the the feeling...heeeeeeeh

derekaw said,

No, it's the feeling, people buy Apple for the feeling. The products just have the logo.

Yeah. The feeling of having an apple logo on their device.

Surface dancing click... "LAME SHOW US ITS FEATURES"
Mac dubstep stickers... "I LOVE STICKERS.. AND NOISE"
-
at least Surface showed off its added keyboard feature ;)

Edited by dingl_, Jul 22 2014, 5:09am :

dingl_ said,

Surface dancing click... "LAME SHOW US ITS FEATURES"
Mac dubstep stickers... "I LOVE STICKERS.. AND NOISE"
-
at least Surface showed off its added keyboard feature ;)

The Surface was a brand new type of device. Microsoft should have explained it a little better in their commercials. Isn't that one of the reasons why the original Surface RT was somewhat of a disaster?

On the other hand... the Macbook Air was successful without this commercial. It's already an established product.

Michael Scrip said,

The Surface was a brand new type of device. Microsoft should have explained it a little better in their commercials. Isn't that one of the reasons why the original Surface RT was somewhat of a disaster?

On the other hand... the Macbook Air was successful without this commercial. It's already an established product.

When you say new type of device do you me like a "Computer".

dingl_ said,
I guess there aren't a lot of Ultrabooks sold

Did you want to have a conversation or are you just going to dish out snarky responses?

Also, if marketshare matters so much, why is it completely irrelevant when someone mentions Windows Phone? Perhaps just maybe... marketshare doesn't matter as much as actually making a profit, which Apple does very well.

As someone who owns a 64GB original Surface RT, I'm not about to sit here and pretend it was a wild success. Microsoft have fought a long uphill battle with the Surface, and while the devices are pretty awesome, they still have a lot to do from a business point of view if they want to make the venture worth doing.

The least we can do is agree that crappy dubstep commercials should be done away with, regardless of which company name is behind it. :p

uxo22 said,

When you say new type of device do you me like a "Computer".

1. The Surface was Microsoft's first entry into the "computer" market.
2. The Surface was mostly a tablet, that also had a attachable keyboard that turned it into a "computer"

Sure... it might not have been a completely brand new concept... but the buying public certainly wasn't aware of that type of device. And Microsoft's dancing commercials clearly didn't help sell it.

The OP raised the issue that the Surface commercials showed dancers and no features... while the Macbook Air commercial showed stickers and loud music.

Microsoft took a $900 million write-down on those Surfaces... while Apple earned billions on the Macbook Air.

What a radically different outcome for two devices that are supposedly just "computers"

:)

dingl_ said,

You are sayin 5-6% worldwide usage is established?

Uh yeah.

The Macbook Air has been around for 6 years.

And not only that... it's been a success for Apple.

IMO and awful ad. The editing wasn't even great... yuck!

dead.cell said,
Did you want to have a conversation or are you just going to dish out snarky responses?
No, he made an actually legitimate remark.

Mulsivaas said,
IMO and awful ad. The editing wasn't even great... yuck!

No, he made an actually legitimate remark.


Didn't realize waving company flags qualified as legitimate responses. Good on you.

dead.cell said,

Didn't realize waving company flags qualified as legitimate responses. Good on you.
He said "I guess there aren't a lot of Ultrabooks sold." How is that a snarky response? You said MBs were 50% of Ultrabook sales in US. If MBs hold less than 5% of PC sales, then it is reasonable to assume that not that many ultrabooks must have sold. Example: 50% is a big number, but not if I said 50% of 100,000.