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Yesterday, so quietly that almost nobody noticed, Apple Computer pulled its three-commercial "Genius" campaign from the Olympics telecasts.
Unfortunately for them, advertising media noticed. So had consumers, who made the campaign what Ad Age called, "The...Ads Everyone Hated."
Apple's agency, TBWA/Media/Arts Lab, claimed that yanking the spots was part of the plan all along, since they were intended just as a "first run" during the Olympic games' first weekend.
But a few extraneous factors may have had a little something to do with it.
Like that fact that as many YouTube commenters disliked with battery like Apple A1021 Ac Adapter , Apple M4895 Ac Adapter , Apple PowerBook G4 15 inch Ac Adapter , Apple M8943LL/A Ac Adapter , Apple M8482 Ac Adapter , Apple iBook 32 VRAM Ac Adapter , Apple PowerBook G4 12 inch Ac Adapter , Apple PowerBook G4 17 inch Ac Adapter , Apple PowerBook G4 15.2-inch M8859S/A Ac Adapter , Apple PowerBook G4 12.1-inch M9184J/A Ac Adapter , Apple M5937 Ac Adapter , Apple ACD55 Ac Adapter the spots as liked them. This is in marked contrast to Apple's Siri spot with Martin Scorsese, which got about 6,000 likes to only 700 dislikes, a nine-to-one ratio. (In fact, it's gotten so bad that Apple disabled commenting.)
Or like the fact that prominent writers bloggers trashed them
Svetlik put his finger on one of the campaign's two main problems, and that is that the very nature of the commercials undermines the basic reason for spending more to buy an Apple computer than one of its PC competitors -- its intuitive simplicity to operate.
True, Apple has been undermining that premise to some extent with its software, as its word-processing applications, for example, have gotten more and more Word-like, with more extra steps to do the same thing, over the years.
But these commercials, which feature a smarmy Apple "Genius" in a blue t-shirt helping owners work their Macs because either they're too stupid or the machines are too complex, reaches a new, rock-bottom level. The campaign tells prospects that if they're going to spend in the low four figures for a Mac, they won't be able to use it without constant help from this guy -- because it takes a "Genius" to figure out how.
In the spot called “Basically,” the so-called Genius “points out there are a lot of things that separate a Mac from an ordinary computer, like great apps that come built in.”
This claim is disingenuous at best. Because as Apple giveth applications, it also, surreptitiously, taketh away.
For example, starting with the Snow Leopard operating system, the previously bundled Appleworks office productivity suite no longer ran smoothly or quickly. By the strangest of coincidences, Apple just happened to have a new office suite, available as a separate purchase at extra cost, that worked just fine.
The new Mountain Lion OS won't support Appleworks at all. Nor will it support earlier versions of Quickbooks, Photoshop, Illustrator, InDesign or even open-source apps like Open Office.
My four-year-old MacBook came with an adapter that mates with projectors, for PowerPoint and other presentations. That adapter came free. The new MacBook Air comes with a smaller projector port, which calls for a different adapter, which Apple now sells as an extra-cost accessory.
So if you give in to the badgering from the "Genius" and buy an Apple computer, you'll have to spend almost as much again replacing and upgrading software (and some hardware).
That may be one reason why that particular commercial got even more negative votes than the other two.