I like the new genius-centered ads, such as the ones with a genius helping a plane passenger or an expectant father. They're gently absurd situations. The geni

I like the new genius-centered ads, such as the ones with a genius helping a plane passenger or an expectant father. They're gently absurd situations. The genius is helpful above-and-beyond what would be reasonable, emphasizing an important Apple advantage. And, specific product benefits get worked into the dialogue. I always thought the 'genius bar' naming was a bit pretentious, but clearly it's worked as a brand differentiator for Apple for years. And while I've got nothing against Justin Long, the Mac-vs-PC ads featuring him were far more elitist/patronizing/snooty. In these ads, the genius is more amiable. Let's not forget the generation of 'Switcher' ads that had Ellen "beep, beep, beep" Feiss. Apple ads have varied in tone and focus from year-to-year: you can't feature archetypes against a white background forever, as any look will get dated over time. (Maybe some of the future genius-helping-outside-the-store ads can feature cameos of previous ad actors... Feiss, Hodgeman, Dreyfuss getting direct genius help?)