Apple’s ‘Genius’ ads disappear from Olympic screens
The campaign, which features three different spots, were created by Apple’s ad agency TBWA/Media/Arts Lab, which says the plan all along was to run the ads for a short period of time during the Olympics.
It has nothing to do with the implication that Apple thinks that most consumers are too dumb to use its products and featuring a fairly annoying tech support nerd who lives in his Apple t-shirt.
According to Mashable, TBWA said that the ads were only intended for a “first run” during the Olympics, which meant just the first weekend of the Games.
Uncharacteristically for Apple the ads picked up a lot of dislikes. The ad below for instance received 4,092 likes but 4,114 dislikes on YouTube.
It was the same for the other two ads in the series that you can see at the foot of the post. They also received thousands of “dislikes”.
Maybe Apple, which was recently ordered to run ads stating Samsung did not rip-off iPad, should run ads explaining why genius assistance is now needed to operate its products as Brand Republic and Adscam blogger Geogre Parker argues.
He says that the ads confirm that Apple’s advertising is now an unmitigated disaster.
“The new TV campaign features an “Apple Genius” showing people on airplanes, on the street, and about to give birth, how to use their Macs. Firstly, they have achieved the impossible by creating a clone of the “Dell Dude,” only worse.
“This guy sleeps in his Apple store tee shirt and name tag, and is the kind of weasel you want to punch in the face.
“Anyway, the really important point is that Apple has invested years and millions of dollars hammering home the proposition that Apple stuff is so intuitive, you just switch it on and instantly become Leonardo Da Vinci. The last thing you need is the ”Apple Genius” looking over your shoulder. Whoever is responsible for this should realize that Steve is sat on his iCloud watching them right now… And he doesn’t think this is insanely great!