3 ms·

I'll play devil's advocate and ask: how is this different from the celebrated "Here's to the crazy ones" ads? Granted, these ads are more bland and forgettable

by alex_c 13y ago

I'll play devil's advocate and ask: how is this different from the celebrated "Here's to the crazy ones" ads? Granted, these ads are more bland and forgettable, but that's a difference of degree, not kind. Compare: http://www.youtube.com/watch?v=tjgtLSHhTPg http://www.youtube.com/watch?v=tjgtLSHhTPg http://www.youtube.com/watch?v=170fh2mvog0 http://www.youtube.com/watch?v=170fh2mvog0 Both are content-free, vague, feel good ads. I feel like all the criticism in the article would also apply to "Here's to the crazy ones", perhaps even more so - at least the new ads actually outline Apple's design philosophy, while the older ad really has nothing to do with... well, anything. So I'll grant that the execution in the new ad falls somewhat short, but does that simply mean the ads don't go far enough with vacuous feel-good stuff?

bobbles 13y ago
To me the major difference is that the 'crazy ones' commercial makes you feel inspired whether or not you like Apple at all. It gives a sense of, maybe these people feel the way I do and I want to be a part of that group. The new ads, to me, come across as pretentious. My GF and I watched the new ad recently when it was on TV and when it was done she just said "I don't get it", with no prompting from me. The new ad just reeks of 'look how cool we are, you arent this cool'
mikecane 13y ago
Because the Crazy Ones was a salute to those people. This new ad sounds like Apple saluting itself.
silvestrov 13y ago
I think the primary effective target for these ads is Apple employees. The message is Apple's self-identify, what they perceive as their purpose of existence, how they approach developing stuff, why they don't try to be everything to everybody. Customers getting the message is "just" collateral damage.

3 ms·

I'll play devil's advocate and ask: how is this different from the celebrated "Here's to the crazy ones" ads? Granted, these ads are more bland and forgettable

by alex_c 13y ago

bobbles 13y ago
To me the major difference is that the 'crazy ones' commercial makes you feel inspired whether or not you like Apple at all. It gives a sense of, maybe these people feel the way I do and I want to be a part of that group. The new ads, to me, come across as pretentious. My GF and I watched the new ad recently when it was on TV and when it was done she just said "I don't get it", with no prompting from me. The new ad just reeks of 'look how cool we are, you arent this cool'
mikecane 13y ago
Because the Crazy Ones was a salute to those people. This new ad sounds like Apple saluting itself.
silvestrov 13y ago
I think the primary effective target for these ads is Apple employees. The message is Apple's self-identify, what they perceive as their purpose of existence, how they approach developing stuff, why they don't try to be everything to everybody. Customers getting the message is "just" collateral damage.