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The message I interpret from this is that new Apple-Mac is so powerful it explodes. Not only that, it will probably reduce your home to rubble.
Oh, yeah, I must rush out and buy one of those.
Am I alone in thinking that these two commercials, despite their huge production values, are less than clever? On one hand, advertiser neglects to tell us what it is that he's trying to sell. On other, we have a product that is reminiscent of Mission Impossible and self-destructs when you switch it on.
Given all of this, I'd like to pose a question. When respective ad agencies presented storyboards for these commercials to their clients, did nobody on client side raise a query or two? Like: since we're spending all this money, shouldn't we at least say what we're offering? Or: is it really a sensible idea to associate our computers with explosions?
Of course, it could be that I am missing some wonderful new marketing strategy that will shortly be revealed and will make me look extremely foolish. Though I doubt it. And I doubt it because I saw a beer commercial other day (Stella Artois, I think), in which a man on a balcony actually spat on people below. You have to be a very brave advertiser -or a very stupid one -to ally your product to this kind of imagery. And this crudity seems to be more and more prevalent.
I leave you to ponder all of this. Meanwhile, you'll do no better than visit www.wordpower3.com. There, you'll find an e-book that could make your working life a whole lot easier. It contains close to 200 ready-made headlines, taglines, copy openers and clinchers, plus a comprehensive theme-finder that will give you just about every promotional word and phrase you'll ever need.
It's called Word Power III. Buy it and every word you write, will Sell.
Patrick Quinn is a copywriter, with 40 years' experience of the advertising business in London, Dublin, Edinburgh and Miami.
Over the years, he has helped win for his clients just about every advertising award worth winning
His published books, include:
The Secrets of Successful Copywriting. The Secrets of Successful Low Budget Advertising. The Secrets of Successful Exhibitions. Word Power.