Were Apple’s Genius Spots a stroke of genius?


What this kid part of a stroke of genius?

For about a month now, the blogosphere has been buzzing about Apple’s advertising campaign, which highlighted an extremely accommodating member of their Genius bar.

If you’re not into Apple, then these spots may have been lost on you.

There would have been no immediate recognition of the blue t-shirt clad youth, with the plastic lanyard around his neck.

The fact that he was giving advise to hapless individuals in unusual situations would have been equally mysterious or perplexing.

But if you do Apple, then these ads made sense.

Maybe.

In the advertising world, Apple’s three Genius spots, which aired primarily during the Olympics, drew a fairly negative response across the board.

Folks really took issue with the ads, which were (admittedly) a marked departure from the slick, clean and simple ads characteristic of Apple.

Almost universally, Apple’s ads were drummed.

For one (some complained) they featured no product.

Others were put off by the fact that consumers were portrayed as idiots.

Still others thought that humor (campy humor, at that) was beneath Apple.

Ad Age devoted no less than three articles (The Apple Genius Ads that Everyone Hated Are OverCool or Not, the Thinking Behind Apple’s Genius Spots Was Smart, What if Awful ‘Genius’ Ads Were All Part of Apple’s Stealthy Plan?) to the subject.

But now, folks are starting to consider whether Apple’s heavily drummed ads were…intentional?

Even Ad Age, which maligned the ads the worst that Apple had ever created, seems to have had a change of heart.

“Why?” you ask.

Because the numbers seem to bear out the fact that Apple may have properly targeted the demographic they were trying to reach with those ads.

More importantly, it appears that Apple was aware (even if the rest of us weren’t) that there was a shift in who’s buying Apple products.

I’m not going to act like I’ve been paying attention to Apple’s buying demographic.

But I am glad that cats have gotten off this hyper critical assessment of their ad campaign.

Maybe now we can focus on some real issues…

Like Apple’s soaring stock price…

Or the upcoming release of the iPhone 5…

Or iOS 6…

Maybe even my campaign for world domination! Mwaahhahaha!

Oh wait…ignore that last one.

Advertisements

Leave a comment

Filed under branding, digital advocacy

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s