Ken Segall: The New Mac Ads Land 'With a Serious Thud'

Posted July 30, 2012 at 6:38pm by iClarified | Please help us and submit a translation by clicking here | 7091 views

Ken Segall, the agency creative director that named the iMac, shares his thoughts about the new Apple ads that aired during the Olympic Opening Ceremonies.

Repeat after me: "The sky is not falling. The sky is not falling." I know it's hard to say after viewing the new batch of Mac ads that debuted on the Olympics. I'm still in a bit of shock myself.

Sure, Apple has had a low point or two in its advertising past - but its low points are usually higher than most advertisers' high points. This is different. These ads are causing a widespread gagging response, and deservedly so. I honestly can't remember a single Apple campaign that's been received so poorly.


Segall says he thinks the idea of featuring an Apple genius is 'pretty good' but the execution was where this campaign went south. He suggests if Apple wanted to go the sitcom route they should have found writers up to the task.

Segall also dismisses this as a sign that Apple is falling apart with Steve Jobs.

"Steve was a master marketer, but he was also perfectly capable of a lapse in judgment. It's unfortunate that this campaign is appearing now, nine months after Steve passed away, because the timing only fuels the argument that everything will crumble now that Steve is gone. I don't buy that."

You can see all three of the ads here: Basically, Labor Day, and Mayday.

Read More [via MacRumors]


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Curtix - July 31, 2012 at 3:39am
I agree. The first ad "Basically" was pretty good. The rest are horrible.
Glad - July 31, 2012 at 12:50am
Generally I wouldn't listen to Steven segall or his relatives on any matter.
Haha - July 30, 2012 at 8:14pm
Using burnouts from "the upright citizens brigade" is not a good way to do advertising in general. Pathetic
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