Apple releases new iPad ad after Olympic ads land with a wimper

You might have missed it, but Apple during the Olympics released a triad of ads that, let's just say, seemingly landed with a resounding wimper.

You might have missed it, but Apple during the Olympics released a triad of ads that, let's just say, seemingly landed with a resounding wimper. Gone was the typical sheen and elegance typically associated with Apple advertisements. And while there was nothing wrong with the ads in and of themselves - take a look at one below - many critiqued them as being generic. Some even went so far as to compare them to a commercial that, gasp!, Dell might release. Interestingly enough, famed Chiat/Day advertising executive Ken Segall - who worked closely with Steve Jobs on some of Apple's more iconic marketing campaigns - was equally unimpressed with the effort, noting in some detail the extent of his displeasure on his blog.

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.

And in perhaps what may very well be a coincidence, or perhaps Apple listening to the masses, it didn't take long for Apple to stop running the ads during the Olympics. A TBWA/Media/Arts Lab rep - Apple's ad agency - explained that the ads were only meant to be shown on a "first run" basis during the Olympics. In other words, they were never meant to run for weeks on end. Maybe, or maybe not. Either way, Apple last week got back to basics when it released its third advert for its 3rd gen iPad with a Retina Display called "Do It All."

Read it. Tweet it. Be surprised. Be productive. Make a sale. Make some lunch. Make it movie night. Play a game. Or an old favorite Do it all more beautifully, with the Retina display, on iPad.
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