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They could show the product in use. An older man in a business suit walks in with a visibly old Apple laptop -- say, a G4 iBook or similar vintage. He explains
by jmillikin 14y ago
They could show the product in use.
An older man in a business suit walks in with a visibly old Apple laptop -- say, a G4 iBook or similar vintage. He explains to the tech that it's a great computer, but it can't go very long without being plugged in any more. The tech checks it out for a moment, comes back with a new battery, installs it, "all set sir, anything else I can help with ... (etc)". Cut to the customer on a plane the next day, smiling as he uses it for something.
A young woman walks in to an Apple store holding an iPhone. She bought it a few months ago, and this morning, it wouldn't turn on. The tech checks it out for a moment, apologizes for the problem, copies everything over to a new iPhone, and hands it to the customer, "anything else ...". Cut to her using some personalized feature, like browsing photos, which people are often afraid of losing during computer upgrades.
Swap in genders and ethnicities as desired. The point is to have something that happens to real people ("my computer doesn't work as well as it used to", "my phone isn't working"), and then demonstrate how the product solves their problem.
- panicslowly 14y ago> They could show the product in use. I'm thinking Samsung has exclusive rights to advertise for consumer electronics (or something like that) during the Olympics. (Keep in mind these ads debuted for the Olympics' opening ceremony.) Therefore Apple has to advertise in a way that gets around these exclusivity deals. Therefore products are a no show.
- jessedhillon 14y agoThat is a very important context to these ads. So much so, that it renders the rest of the conversation essentially moot. Do you have a link explaining the situation?
- panicslowly 14y agoNope. Conjecture, sorry. But there's a term for it, Ambush marketing: http://en.wikipedia.org/wiki/Ambush_marketing http://en.wikipedia.org/wiki/Ambush_marketing
- snowwrestler 14y ago> They could show the product in use. This line was part of a classic critique of Microsoft's packaging design. http://www.youtube.com/watch?v=EUXnJraKM3k#t=1m19s http://www.youtube.com/watch?v=EUXnJraKM3k#t=1m19s
- jopt 14y agoThat would, if anything, show that you should expect problems with your Apple products. The present ads target users who are already certain that they will face problems whatever computer they buy, because they aren't into it. Besides, why do we need to see the product in use? Recall the "I'm a Mac" campaign. This strikes me as the same thing; it's about the people who use these computers, not about the computers themselves. iPod and iPhone ads usually show the product in use, but the Mac ads don't.