This ad is for Apple's support product. I think it's well made. Having worked at an Apple Store, I don't see this ad calling anyone stupid. Users finding value in Apple's genius support product (benefit) would strongly identify with these ads.
Yes, this was my reaction as well. I think the author missed the point of the commercial altogether. You DO see the product, its front and center - the Genius.
I think it's a particularly poor choice for marketing computers (like Best Buy advertising Geek Squad), however thats a different topic.
No, it's an ad for the Mac. The last frame is the Apple Logo with the word "Mac" next to it. The fact that the focus is on support gives the impression that the Mac is difficult to use, probably not what they were going for.
OK, Apple's support product, for the Mac. The focus on support is to address buyer's apprehension that the Mac is difficult to use, support being a key benefit to many buyers. If you are saying support helps to resolve difficulty, then yes if you have difficulty with a Mac, Apple has the Genius bar. This is a different approach than setting an expectation of easy to use, because this ad is not for the computer but for the support. Reference the original iMac - "there is no step 3" ad. That ad was advertising the iMac as easy to use. Easy to use is probably an echelon below Excellent Support, on the user satisfaction scale.
The only voice of sanity in this sea of stupidity. These ads are especially targeted at people who DO ask questions like this and often feel very stupid and patronised when they get answers from the know it all geeks. So the only point these ads needs to get across is:
"Can I go to someone at Apple if I have a dumb question about my Mac ? And will they not treat me like an idiot ? Answer: Yes."
If the point is to show off the support product, wouldn't it be better to show the Apple employee being supportive, rather than condescending and smug?
I thought the ad was terrible. Apple's support is absolutely one of their best selling points, and they could definitely win some business by pushing it, but this ad does an awful job of conveying that, and instead conveys "Apple store employees are arrogant and annoying".
