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Apple Introduces Three New Mac Ads During Olympics Opening Ceremonies

Friday July 27, 2012 11:46 pm PDT by Jordan Golson
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.

[ 471 comments ]


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wickerman1893
86 months ago
Is it just me or are these the first commercials that didn't seem "Steve Jobs like?"
Rating: 92 Votes
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makingdots
86 months ago
Tim Cook's taste is bad.
Rating: 49 Votes
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sputnikv
86 months ago
these felt sort of like the kind of commercials at&t/verizon/sprint puts out.. it's unsettling
Rating: 43 Votes
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robgreene
86 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.
Rating: 41 Votes
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jlgolson
86 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!
Rating: 31 Votes
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Yelmurc
86 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.
Rating: 31 Votes
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CapnJackGig
86 months ago
All of the news ads were awful. What's happening to Apple lately?
Rating: 30 Votes
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boss.king
86 months ago
Not really liking these ads. There's no element of truth in them, it's just show-boating. I also found the 3rd one (fake Mac) a bit snobby.
Rating: 28 Votes
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jlsm511
86 months ago
as a former specialist, i vomited a little when i saw these :/
Rating: 26 Votes
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Chrisg2014
86 months ago

Is it just me or are these the first commercials that didn't seem "Steve Jobs like?"


The new iPhone Commercials...


I am so going to piss so many people off by saying this but Steve is gone, it doesn't mean apple has to keep to the same things. They need to change directions and innovate, how ever they see fit. But I agree they where kind of a throw back to the Mac vs PC, but less about the mac it self and more about the software.
Rating: 22 Votes

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