Apple's advertising campaigns have never been without controversy. Remember the Intel bunny days? The Switcher ads with people like Ellen Feiss? (It was a really good paper). And who could forget the Mac vs. PC ads that made Justin Long and John Hodgman famous among the Mac geek crowd? Every ad had its strengths and weaknesses—some more than others—but they all found themselves subject to heated debate over whether Apple's messaging strategy was the right one to pursue.
That's why, when Apple rolled out its latest collection of ads this week during the 2012 Summer Olympics, the reaction didn't blip on my radar right away. Everyone loves/hates Apple ads, right? (Love and/or hate depends on who it is, how much coffee they've had so far, whether Mountain Lion has crashed yet, and whether the current weekday ends in "day"). But these ads seemed to draw more ire than usual—especially from the usual Mac "faithful"—so I had to take another look. And yes, they are bad.
You can watch three of them on YouTube: Basically, Labor Day, and Mayday. The idea is clearly to highlight the role of the Apple Genius in people's lives, helping people out of hairy situations with his Mac expertise.
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