I posted this in the other thread to do with these, may as well post here too
They're OK—not bad, not amazing.
They are very much like the switcher ads in terms of execution.
Video is one thing I don't know about a great deal, but wouldn't ads showing off very quickly how slickly iLife works and so forth like a Mac in actual action also be good rather than ads that retain this big '?' what a really Mac is?
Just being devil's advocate here. And yes, they do compare to a Windows PC—but Apple has seemingly always done this, and yet market share is at around 2-3% worldwide. Apple should perhaps invest in some positive campaigning that does not see the need to rub Windows' face in it all the time which can be construed as a little immature by some, and rather work from the standpoint that the Mac is different, interoperable but should be justified and judged upon its own merits, rather than merely being the solution to Windows' inadequacies.
The iPod advertising is a case in point. Have they gone out of their way to poo poo the Creative Zen or other manufacturer's offerings and then gone off to rubbish Windows Media Player via proxy? Nuh uhh. They concentrated on it being a good product on its own merits—you be the judge.
If Mac advertising has worked—then why does the Macintosh still have a small market share proportionally?
Just my two cents.
Oh and how about actually showing these ads more in countries outside of the US like here in the UK.
Vicky