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Apple have a range of ads to appeal to a range of people. Even back then they had the Mac vs PC or a variety of other ads too that weren’t “cool” but were funn

by dagmx 2y ago

Apple have a range of ads to appeal to a range of people. Even back then they had the Mac vs PC or a variety of other ads too that weren’t “cool” but were funny. Tongue in cheek ads have been in their DNA since forever. Take for example the new Mac mini ad which is cute https://youtu.be/JjpGvjy0Gxk?si=Gk1cU80FiJX2KYbC https://youtu.be/JjpGvjy0Gxk?si=Gk1cU80FiJX2KYbC Or just scrolling through their YouTube channel now to find a few over the years Find your Friends https://youtu.be/yk6UVnMn9ts?si=UIqblUwbbONPFyRR https://youtu.be/yk6UVnMn9ts?si=UIqblUwbbONPFyRR The Greatest https://youtu.be/8sX9IEHWRJ8?si=NhRVcMZyOlU7-PfC https://youtu.be/8sX9IEHWRJ8?si=NhRVcMZyOlU7-PfC HomePod ( probably my favorite of the bunch. Directed by Spike Jonze, starring FKA Twigs. Imho one of the best ads they’ve done) https://youtu.be/k70OczvX45k?si=4cKP63L4UwdP1vaW https://youtu.be/k70OczvX45k?si=4cKP63L4UwdP1vaW AirPod pros https://youtu.be/DpcXUXtZ4CU?si=AqWofXEOu7ejTCA0 https://youtu.be/DpcXUXtZ4CU?si=AqWofXEOu7ejTCA0 One could argue that they’ve not had anything as iconic as the silhouette commercial. I’d agree with that, but I disagree with the position that their ads today don’t show cool people or that ads back then didn’t show “lame” people.

bee_rider 2y ago
Eh, but even in the Find Your Friends ad, where the guy is pretty nerdy and not conventionally cool (I mean he’s going to some cosplay festival), it is still portraying the main character as kind of… somebody you wouldn’t mind being, right? Like he’s doing something nerdy, dressing up in cosplay, but he’s doing it well, he’s got friends, businessmen get out of his way as he strides down the sidewalk. Some of the people he interact with don’t get him, but he doesn’t care. He’s nerdy but he’s living his best life. The Mac Mini ad is cute, and it portrays the Mac Mini as a sort of… little computer with over-the-top bravado. It is sort of self-effacing and tongue in cheek, like clearly the little computer is over-compensating for its small size with attitude. But it works somehow. Partly because it is the device, I think. I’m not imagining being the computer, I’m imagining being the user, so the over-eager awkwardness of the computer doesn’t reflect poorly on the “me” character. Partly I think because the computer is like… awkward but not unpleasant. There’s a big difference between being nerdy/awkward but embracing it, and being nerdy/awkward and a loser. Some of these new ads look more like the latter to me. The Bella Ramsey ones, IMO, they are not so bad, like she’s doing a “forgetful/absent minded but still successful” character and it kinda works. But one with the guy who can’t write a professional email and the lady who forgot a gift but wants to sneak into the nice moment, they didn’t work for me. You don’t want to be those characters, right?
- dagmx 2y ago
  Coolness is about being comfortable and confident being yourself these days. Not just outward shows of “coolness” That’s apples brand and has always been. It’s the “you’re weird, you’re quirky, you’re different, you’re you” of being cool, not the jock/rockstar cool. The iPod commercials just happened to illicit both. But look at most Apple ads through the years and they have a consistent corporate theme. That’s what is cool. Being confident to meet your friends at a convention in costume is cool. Idk who said it, but it’s the “personal computer”. The person is key.

by dagmx 2y ago

bee_rider 2y ago

Eh, but even in the Find Your Friends ad, where the guy is pretty nerdy and not conventionally cool (I mean he’s going to some cosplay festival), it is still portraying the main character as kind of… somebody you wouldn’t mind being, right? Like he’s doing something nerdy, dressing up in cosplay, but he’s doing it well, he’s got friends, businessmen get out of his way as he strides down the sidewalk. Some of the people he interact with don’t get him, but he doesn’t care. He’s nerdy but he’s living his best life. The Mac Mini ad is cute, and it portrays the Mac Mini as a sort of… little computer with over-the-top bravado. It is sort of self-effacing and tongue in cheek, like clearly the little computer is over-compensating for its small size with attitude. But it works somehow. Partly because it is the device, I think. I’m not imagining being the computer, I’m imagining being the user, so the over-eager awkwardness of the computer doesn’t reflect poorly on the “me” character. Partly I think because the computer is like… awkward but not unpleasant. There’s a big difference between being nerdy/awkward but embracing it, and being nerdy/awkward and a loser. Some of these new ads look more like the latter to me. The Bella Ramsey ones, IMO, they are not so bad, like she’s doing a “forgetful/absent minded but still successful” character and it kinda works. But one with the guy who can’t write a professional email and the lady who forgot a gift but wants to sneak into the nice moment, they didn’t work for me. You don’t want to be those characters, right?

dagmx 2y ago
Coolness is about being comfortable and confident being yourself these days. Not just outward shows of “coolness” That’s apples brand and has always been. It’s the “you’re weird, you’re quirky, you’re different, you’re you” of being cool, not the jock/rockstar cool. The iPod commercials just happened to illicit both. But look at most Apple ads through the years and they have a consistent corporate theme. That’s what is cool. Being confident to meet your friends at a convention in costume is cool. Idk who said it, but it’s the “personal computer”. The person is key.