Apple Introduces Three New Mac Ads During Olympics Opening Ceremonies

Apple debuted three new ads tonight during the London 2012 Olympics Opening Ceremonies featuring an "Apple Genius" helping a Mac owner on a plane, and another while his wife is giving birth. A third ad features a Genius telling a customer who thought he bought a Mac that he really purchased a knock-off because it doesn't come with iPhoto, iMovie, or GarageBand.


The ads are a departure from previous ad campaigns -- they don't feature products and they don't mention any specific service that Apple offers. Instead, they hint at the training services provided at Apple Retail Stores by the Creatives (Geniuses are used for tech support, rather than training) and the fact that just because a computer looks like a Mac, it isn't necessarily one.

They are also a bit of a throwback to the 'Get a Mac' ads featuring Justin Long and John Hodgman. By emphasizing the personal aspects of Apple's services, it appears that the company is looking to humanize itself and make it less about the products and more about the entire Apple ecosystem, including the personal services offered at the Apple Retail Stores including the Genius Bar and One-to-One training service.

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Top Rated Comments

wickerman1893 Avatar
157 months ago
Is it just me or are these the first commercials that didn't seem "Steve Jobs like?"
Score: 92 Votes (Like | Disagree)
makingdots Avatar
157 months ago
Tim Cook's taste is bad.
Score: 49 Votes (Like | Disagree)
sputnikv Avatar
157 months ago
these felt sort of like the kind of commercials at&t/verizon/sprint puts out.. it's unsettling
Score: 43 Votes (Like | Disagree)
robgreene Avatar
157 months ago
Is it just me or are these the first commercials that didn't seem "Steve Jobs like?"

Came here to write the exact same thing. Definitely felt like the first deviation away from Jobs vision for the company. Disappointing.
Score: 41 Votes (Like | Disagree)
Yelmurc Avatar
157 months ago
No offense to the actors but these ads are not that charming. The Mac vs PC ads had a charm to them. These just seem like ads any PC vendor would put out.
Score: 31 Votes (Like | Disagree)
jlgolson Avatar
157 months ago
I submitted this too, it should be policy that anyone who submits before MacRumors goes to post, should get at least a shout out...

As for the content of the ads, I like them, bout time they give retail some credit. The Genius in the ads I hope is really a Genius and not an actor!
We would have to credit more than a dozen people then! When it's something like this -- an ad that a lot of people see (I saw them myself during the opening ceremonies) -- it's pretty typical for us not to credit.

No offense was intended!
Score: 31 Votes (Like | Disagree)