Monday, June 17, 2002

Apple's Real People - Gonzo?

Andrew Orlowski attacks Apple's Real People Ads:
Ease of use is a strong suite for Apple - particularly with its recent consumer apps - so unusually for advertising, this is a new campaign which promises to something approaching the truth. It's a strong premise, but what sinks it is the execution.

Quite frankly, this new ad campaign is terrifying. No, it's worse than that - it's a theatre of cruelty that makes victims of Apple's loyal Macintosh user base.

I think he is unnecessarily abusive about their looks, but is it just that seeing people in Ads who aren't models disturbs him? Is Apple's switch campaign Gonzo? Are these people's voices authentic, or has the process of selection removed that?

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