Ken Segall sits down with Harry McCracken for in-depth interview on all things Apple and advertising

Thu, Aug 9, 2012


Apple’s new commercials involving an Apple genius didn’t exactly debut to rave reviews. Adding his name to the chorus of naysayers was longtime Chiat/Day advertising director Ken Segall who over the years worked very closely with Steve Jobs on a number of ad campaigns.

Segall wrote about the commercials on his blog, stating in part:

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.

Now, Segall recently sat down with Time’s Harry McCracken at a Computer History Museum event. Check out the video of the interview below followed by an interesting Q&A.


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