I love apple. I love their products, software, commercials and even their stores. I thought I loved everything about them…until I saw this ad online. I was shocked when I read the line “You can’t be too thin” to promote the new iMac.
In this day and age–with women’s body images constantly in the spotlight, having a highly respected company say, “you can’t be too thin” is a bad move. This company has an intelligent and witty voice that has just been tainted by this line. They didn’t need to go there.
I understand–they’re making a pun about the computer. However, apple is an influential company that is too progressive to say something like that. I would expect that from a PC (ok I needed some levity within my rant).
I guess I may seem to be overreacting since I am so close to writing–specifically for advertising. I guess I just expected them not to go there. And maybe it’s the fact that they said “you can’t be to thin,” creating an unattainable goal.
Now I’m not going to convert to PC–I still love my Mac—I was just surprised. I expect more of you apple. Just don’t send another bruised headline my way (okay I needed another pun).
Apple used to be the slightly mysterious yet hip younger brother of Microsoft, with trendy but understated marketing techniques.
This one was stupid. I hope whichever marketing genius came up with it got a slap..
I’m also glad it wasn’t just me who spotted it!
Yes I hate this ad so much and agree with everything you said. As my partner (LB from LBNuke)said about it – “They’re not just thinking inside the box, they ARE the box.” I do expect way more from them.
It’s also already been picked up by pro-anorexia websites. Unbelievable, I really can’t believe their lack of responsibility!
I expected more of them too. Very disappointing. Hopefully they will recognize the multidimensional badness of the slogan and change it. Public criticism worked pretty well in getting them to improve their environmental policies. Maybe they will listen this time too. I am not switching to pc either, but my respect for Apple has taken a dive ever since I first saw this ad.