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Think Crabby (2/6/98)
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Few people are questioning the direction of Apple's new "Think Different" snail ad (at least judging by the press coverage, as well as the AtAT viewers who have responded to our survey so far). Everyone seems to think that hard-hitting, factual, product-based comparisons are exactly what Apple needs right now (and has needed for years). And that "everyone" includes Apple prophet Don Crabb, whose reaction to the snail ad is posted in his weekly column over at MacCentral.
Don's take on things isn't much different from the responses we've seen from AtAT viewers as a whole. Macs are faster, and it's about time that Apple finally started telling people that. Now if Apple will only continue telling people about other Mac advantages, there's a chance that people outside of the current Mac community might start buying Macs. According to a recent piece on Mac OS Rumors, the snail ad is just the first in a series of three product-based commercials that Apple recently completed, so hopefully we'll soon see more of the same.
Here's an interesting little fact for you all that really put things in perspective for us: after the first day of our Snail Ad Survey, we did a little analysis of the comments that faithful AtAT viewers had been contributing. Several responses included the phrase "It's about time!" and variants, so we did a count. Turns out 18% of those who responded said "about time," "about freakin' time," "about <expletive deleted> time," etc. Hopefully Apple will take the hint that these hard-hitting, highly-visible product ads are long overdue.
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SceneLink (426)
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And Now For A Word From Our Sponsors |
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 | | The above scene was taken from the 2/6/98 episode: February 6, 1998: All's quiet on the Apple front, as the Mac-using world recovers from the shock of seeing real advertising, which even rendered Don Crabb upbeat. Meanwhile, the newly-rechristened Filemaker, Inc. announces that its first directive is "Yuppie Officeware for All," and some Mac mavens at CMU bleed six colors all over their fence in celebration of the Mac's fourteenth birthday...
Other scenes from that episode: 427: Filemaker's First Step (2/6/98) Now that the-company-formerly-known-as-Claris has cast off all products but its cornerstone database and re-emerged as Filemaker, Inc., We at AtAT were wondering what its first move would be. A promise to fix the lingering bugs in Filemaker Pro?... 428: Don't Fence Us In (2/6/98) We had to share this with you: Faithful viewer Brian Boyars of TIGCMUMUG (the Insanely Great Carnegie Mellon University Macintosh Users' Group) told us about a fence at his university that is frequently painted to advertise "events and other random stuff."...
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