09-23-2008, 12:13 PM
I think they've done a great job at reinforcing old stereotypes...
mac people are uppity etc.
I think they probably did a focus group and found that staunch PC users felt abit put off by the Apple ads and felt they were persoanlly being portrayed as a geek doofus. The agency latched onto that and used it to portray Apple as not respecting the individuality of the users themselves.
And they used the most overused cliche in TV commercials... the rapid succession of many people's faces all either saying the same thing or finishing people's sentences.
Unfortunately, broadly speaking, it was a smart move.
Non switchers still want to feel good about their purchase too.
3P
mac people are uppity etc.
I think they probably did a focus group and found that staunch PC users felt abit put off by the Apple ads and felt they were persoanlly being portrayed as a geek doofus. The agency latched onto that and used it to portray Apple as not respecting the individuality of the users themselves.
And they used the most overused cliche in TV commercials... the rapid succession of many people's faces all either saying the same thing or finishing people's sentences.
Unfortunately, broadly speaking, it was a smart move.
Non switchers still want to feel good about their purchase too.
3P