permit us turn our attention away from new Apple portable and omit software suite updates for a moment to undertake true matters of grave significance — Apple ’s TV commercials .
In case you neglect last Tuesday ’s keynote , Steve Jobs mark the debut of Intel chip - powered iMacs and MacBook Pro laptops by showing offa new TV adabout the move to Intel - built chip . In fact , Jobs exhibit off the commercial twice , which is either a mansion that hereallylikes the advertizing or , reckon on how much stock you put in hearsay , that something got pulled from the keynote at the last second and the Apple CEO needed to aggrandise his speech .
The commercial is set in the sterile confines of an Intel chip shot manufacturing plant while white - suit Intel workers flurry about with Very Serious looks on their faces . Announcer Kiefer Sutherland , also contributing to the Very Serious vibe of the whole scene , intones that for years Intel chips have been trapped in “ dull piddling boxes dutifully performing leaden little tasks when it could have been doing so much more . ” But now , the announcer say us , “ the Intel chip has been set free ” and will start appearing in Macs . The commercial ends with a wedge snapshot of the all new iMac .
I wish the ad . It ’s got a few too many shot of Very Serious Intel workers for my predilection , but it does a good chore conveying the message that Macs now run on Intel and that this is a very dear thing indeed without getting bogged down in the technological contingent . Face it — the Brobdingnagian majority of multitude do n’t worry if the chips inside their computers are fabricate by IBM , Intel , or Pringles , and they certainly do n’t desire to be pummeled with technical school specs during commercial-grade breaks forWill & Grace . The ad tells people just enough to let them acknowledge there are some new Macs deserving taking a looking at , and it close with a the right way aspirational ticket line to boot—“Imagine the possibilities . ”
The advertising catch a great response during the keynote , which mystify me to wonder : where does it rank among the greatest all - time Apple commercial message . As much as I enjoy the Intel - on - Mac spot , it does n’t crack my all - time top three , which is manoeuvre up by the original“Here ’s to the Crazy Ones”ad from the Think unlike era ( is it possible for a TV commercial to actually be inspiring ? ) , the 1984“Big Brother”ad ( got to amaze with the classic ) , and the commercial message about using the original iMac to get on the cyberspace in three stair ( charge off for Jeff Goldblum recital , sure , but you just ca n’t top “ There is no step three ” as the tagline ) .
Of course , the flipside to this discussion is , what was the worst ad Apple ever put on my television ? The winner and still champion : the memorably awful“Middle Seat ” commercial , which was intended to show off the Mac ’s prowess at digital modus vivendi practical app . alternatively , the ad left viewers with the impression that Mac substance abuser are pushful , thoughtless oafs who will commandeer your tray - table on red - eye flight and force you to mind to Baha Men Sung dynasty that are six month past their crust date . Sadly , the “ Middle Seat ” commercial end before we see the federal Air Marshal drag this iBook - wield threat off to the back of the plane for a dear talking - to .
Anyhow , those are my hits and Miss . I ’d be concerned to pick up about the Apple advert you like and execrate — and whether this latest commercial-grade winds up on either list .
