Apple is taking a new step in promoting its laptops—the tech giant has released a series of ads which was launched in the USA on the day of the Olympics Opening Ceremony. The short adverts feature stand-up comedian Josh Rabinowitz as an Apple Store Genius, who knows answers to all questions to arise and is always happy to help. In the adverts, created by TBWA\Media Arts Lab, the guy gets into silly situations, which are actually not that humorous. The spots, which appeared on the official Apple channel on YouTube on July 27, have already got a lot of dislikes according to the statistics below the video.
In the ads, the Apple Genius wearing a blue T-shirt with the apple symbol, helps people around to get out of tough situation. He explains that a computer device which doesn’t have great built-in apps is not “basically a Mac,” in less than a minute shows a fellow passenger on the plane how easy it is to create home videos using iMovie, and explains an expecting father, whose wife is just about to give a birth to their baby, how to make an announcement picture with iPhoto. Apparently, the audience doesn’t find these commercials bright and really smart, since the ratio of positive and negative feedback for each of the three spots is extremely high (for instance, so far, the Apple Mac TV ad ‘Labor Day’ was viewed 162927 times, got 2 220 likes and 771 dislikes). Unfortunately, this effort is nothing like the hilarious award-wining ‘Get a Mac’ promotion, which won hearts of millions consumers .
Last week, Apple also released a commercial for the iPhone 4S virtual assistant Siri starring Martin Scorsese. The ad, in which “Siri helps Mr. Scorsese change up his jam-packed schedule on the fly,” is the forth one in the series of Siri adverts featuring celebrity faces (Apple has also collaborated with Samuel L. Jackson, Zooey Deschanel, and John Malkovich on the ads).