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I know that some lust after this….
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The halo effect is back.
For Apple today, the halo does not come from performance. Like Jeremy says, Apple is not competing there. The halo from this Mac Pro comes from the industrial design.
Apple is selling the image of innovation.
I’m not sure if it matters if anyone ever buys a Mac Pro after seeing this ad in a movie theater. They just need to know that Apple made something else that looks different and cool. They’ve still got it.
Walter Soyka
Principal & Designer at Keen Live
Motion Graphics, Widescreen Events, Presentation Design, and Consulting
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[Marcus Moore] “While I admit that I’m a bit bewildered by taking this ad to theatres (it’s intended consumer base needs no further advertisement- if you’re planning on buying one of these, you definitely know all there is to know about it already) the fact that the ad played in a theatre doesn’t limit who they could be marketing to.”
They aren’t marketing to you, either. Or me.
They are marketing to those who don’t know what a MacPro is, or what it might be used for. The are marketing to everyone, not an intended user base.
They are marketing to the younger folks who have always used iMacs, they are marketing to people/professionals/Mac users who didnt need a giant silver surfer, but would take a look at a sleeker, smaller, and perhaps more powerful Mac, in the style of a teaser trailer with a vague release date. Media professionals, college students, scientific communities, and perhaps even gamers.
Or perhaps this niche market we often mention around here is much bigger than we all imagine it to be.
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Yeah, that’s it. That ad isn’t about selling Mac Pros, but reminding people how amazingly cool Apple is, and that its not just a phone company, but a “future”company.
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I used to work at the Odeon cinema chain in the UK whilst at university and from what I could see the average age of a cinema goer was around 11-18. I suppose it depends on what the film is but I’m sure Apple would be very aware of this age range so you would have to assume that this is their primary target audience (for this campaign).
You could also argue that by simply having an advert before a movie that you align your product with the glitz and glamour of Hollywood. You associate your product with that special feeling of going to the movies, subconsciously at least.
I think this is certainly an exercise in brand/product awareness rather than directly trying to sell anything, with a definite halo effect as Walter mentioned.
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I haven’t heard of this ad being shown in European theaters. I agree this is just a branding ad, and IMO quite an impressive one for that.
We sometimes do CTV work for Renault through one of our agency clients. Some of their ads only show their Formula 1 cars racing. Now I don’t think many people are going to buy such a car after seeing the ad (-: But according to the agency they have been selling more town cars to younger people since they have been using their F1 team in their promos. So the halo effect still seems to be working
– Ronny
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That’s because no-one is buying Renault any more. They have to show the F1 cars as they don’t make an ordinary car that people want.
Bernie
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One large brand turnaround that almost matches the Skoda turnaround is Premiere Pro.
It’s gone from prosumer to pro over the last four years or so and especially the last 2 years following the EOL of FCP7.
But getting back to the MacPro ad. I simply think that Apple are immensely proud of this new computer. I don’t think it will persuade anybody who doesn’t already know about it to buy it, or anybody who knows about it to make that final decision.
I think they are going to sell busloads of the new Mac Pro, there is nothing like it on the market and if you use Apple Pro Apps it’s a no-brainer.
Unlike Abode Apple hold a full hand of cards, use their software and you’ll buy their computers.
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They have to show the F1 cars as they don’t make an ordinary car that people want.
LOL. Now we know why Apple is showing these MacPro ads: they don’t make anything else that people want (-:
– Ronny
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Maybe it’s simpler than all of this conjecture.
Maybe step one is a company that’s been historically committed to caring about industrial design. A company that tries to make products that are both functional and aesthetically pleasing.
If so, then it stands to reason that they would try to create advertisements that show the beauty.
And where would they show such an ad? Wouldn’t they show it on the largest screens with the most resolution and the best audio performance they could find?
Where might those be? Oh yeah. (slapping foreheads) MOVIE THEATRES.
Killer picture, killer sound. Millions of eyeballs waiting in the dark with their attention fully focused on whatever hits the screen next.
Maybe all of this is just as deeply simple as that.
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Haha it must be a slow week/month if we have to discuss this type of topic 🙂
Id rather argue why theaters still play low res material prior to feature 😛
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