Reactions to MacIntosh ad during Subpar Bowl?

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Visually sparse. Noone watching in the bars got the message...

I liked it, but the implication that Mac's can avert the problem is simplistic and disturbing, albeit good marketing...

My wife, who hasn't seen "2001: A Space Odyssey", didn't get the "insider" humor of HAL telling Dave that "You like your Mac better than me, don't you?"

The concept of using HAL and setting it in 2001 were brilliant, and the reference to "global economic disruptions" in the past tense chilling...

All in all, well done. I only hope some people thought about the ideas behind the ad. Given the sparse visual nature, the message WAS the thing. I hope some DGI's "got it"...

Anyone else?

-- Steve Hartsman (hartsman@ticon.net), February 01, 1999

Answers

Hi Steve. We didn't see it on TV but on this Apple site:
http://www.apple.com/hotnews/features/hal.html

Ppl are used to flashy image-filled ads, so prolly zoned this one out.

Last night Jim Lord said the ad would be the basis for class-action lawsuits against Apple in 2000 because Macs runs some non-compliant software. I do not agree at all. The ad was too humorous and lite to be used in a court of law. The software cited was MS Excel, Access, & Foxpro -- not Apple. Apple states that one must go to all software vendors' sites and look up specific software.

For a first-run major ad in a world of scoffing denial-heads, we think the ad is just right, very low-key, a bit thought-provoking but not enough heat to stir up the finger-pointers. If even noticed, it may just be seen as a trendy-ization of the latest fad in spoof-lite mode. For Apple, it is a clever trial-balloon. For us on this Forum, it is an interesting psychological testing meter to gauge mass reaction. Perhaps what we will see is no reaction.

We'll need to know the statistics of the video rental of "2001" comparing after-ad to before-ad.

xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxx

-- Leska (allaha@earthlink.net), February 01, 1999.


I saw 2001: A Space Odyssey when it first came out in the movies. If I remember correctly, a lot of people, including me didn't get it. While the ad was cleverly done, many won't relate to it because they don't feel affected by the approaching new millineum, or maybe they don't want to even think about it except for how and where they are going to celebrate it. The ad was nothing more than an ad to sell Mac computers, did I miss something otherwise?

-- bardou (bardou@baloney.com), February 01, 1999.

Apple (I think) gets it , but no one else will. I was dissapointed.

-- dave (wootendave@hotmail.com), February 01, 1999.

Ummm... WHICH dave are you...

-- Y2D (testing@12.123), February 01, 1999.

Moused over to the Apple BB and observed just a few ppl commented on Ad.
We Y2K GIs are a unique & rare breed. :)
Just a few iMac owners commented, and only 1 got the Y2K connection.

Apple has nothing to fear re being accused of raising hysteria. But they might hear about wasted ad $$ from the disappointed DGIs that wanted a flash & dazzle action commercial.

We think the ad was good and good for Apple. Just because the world has not yet had an epinephrine epiphany does not mean Apple should hide its light or Y2K superior awareness.

Ashton & Leska in Cascadia, not in the closet Mac fans

xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxx

-- Leska (allaha@earthlink.net), February 01, 1999.



I think this ad is simply a "teaser". Others to follow will be more direct.

We only hear about the "mission critical" systems that are feverishly being fixed (or not). Of course Apple doesn't fall into that category. This ad is directed more at those desktop systems that will need to be replaced in small to large business and the government. Yes, software is an issue with the Mac platform but that is the case because that software was developed for the Wintel world and ported to the Mac. Quite a bit has happened at Apple with regard to direct software development in the last 6 months.

Think about that though. There are millions of PC's out there that will suffer from "issues" with regard to the Year 2000 and Apple would be insane NOT to try to capitalize on that shortfall in the vision of the Wintel world.

What exactly could Apple be sued for? The manufacture and marketing of a computer platform that is Year 2000 compliant?

NOT.

Mike ===========================================================

-- Michael Taylor (mtdesign3@aol.com), February 01, 1999.


Hi Michael Taylor, exactly! Think Jim Lord thought the Ad would imply if one uses a Mac one cannot have any Y2K problems. Nobody's that dull (well, OTOH ...). Have written a lot about my discussions with Apple re Y2K -- on scattered threads.

Ppl will have issues w/ MS's "issues." ;-o

xxxxxxx xxxxxxx xxxxxxx

-- Leska (allaha@earthlink.net), February 01, 1999.


I'm a Y2K GI and remember HAL in 2001.

Ad, unfortunately was typical of a lot of ads -- too cutesy.

I don't think anyone not already a GI would get it.

-- A (A@AisA.com), February 01, 1999.


Won't sell any Macintosh computers. Coming after the Bud frog gig it seemed out of place, almost embarrasing. "You knew it would cause global economic crisis"...pretty bold line, that, but not good ad copy. Net effect: zip. I'm glad Apple said on their website that it would run after the kickoff, so I didn't have to watch the circus, was able to go out and buy more bread.

-- Spidey (senses@tingling.com), February 01, 1999.

I, too, saw the movie when it came out (1968?), and I didn't get it, either. People said read the book and you'll understand. Did and didn't. Still don't. I think Mac sales will spike because of SB exposure, but it will be interesting to see if there's more to it than that. I still think they deserve some credit for the "economic disruptions," but I think that reference was made for purely commercial reasons and not out of any profound desire to get the word out.

-- Vic (Roadrunner@compliant.com), February 01, 1999.


I think this commercial is brilliant on many levels. Advertising at its best. However, I also think it was misplaced and probably completely ignored by the masses who watched the game. For about four percent of the population, the "global economic disruptions" line was ominous, for much of the rest, it was "Hey George, did ya see them frogs talkin'? Pass me another beer, will ya? I gotta get LOADED tonight! YEE HAA! Go Broncos, GO GO GO GO !!!"

-- pshannon (pshannon@inch.com), February 01, 1999.

Along the same line as pshannon. Apple has never been a company to "dumb down" their statements to match the herd.

I thought it was a pretty good commercial...even sent a tingle or two down my spine. Not nearly as good as Mac's original "Big Brother" commercial ('84?) which took aim at IBM. Is this latest one taking aim at Wintel? You bet your sweet BIOS it is!

My question to Apple would be: do they really believe there will be a global recession, or is it just good copy?

Well, doesn't really matter. TV, just like the web and practically all mass-produced media, is nothing more than a brochure.

"Stop, Dave. Will you stop, Dave?"

-- HAL da compooter (HAL2000@hiyadave.bro), February 01, 1999.


Macintosh Users In The Dark On Y2K

-- Jack (jsprat@eld.net), February 01, 1999.

Yes Jack,

Mac owners need to pay attention to their software and their data files. Fortunately, not to the hardware or to buggy Microsoft.

Saw a videotape of the ad -- loved it and it chilled my spine! Good for Apple. Maybe all those small businesses across the county planning to fix-on-failure will remember, or begin to "Think Different."

Diane

(Where DOES one go to check on video title rentals?)

-- Diane J. Squire (sacredspaces@yahoo.com), February 01, 1999.


A dorky commercial isn't going to raise Y2k awareness in time to make any difference. We'd need a monolith for that.

E.

-- E. Coli (nunayo@beeswax.com), February 01, 1999.



Those who Get It Got It, don't think it did much more than that.

Empty shelves, that'll do it.

-- Uncle Deedah (oncebitten@twiceshy.com), February 01, 1999.


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