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.