Ad exec who named the iMac says Apple’s new Mac ads deserve ‘gagging response’

Mac Commercials Critique

Apple’s (AAPL) new television commercials for its Mac computers attempt to target a new audience but according to widespread chatter on the Internet, they fail pretty miserably. The new ads, which focus on Apple Store Geniuses highlighting key benefits of Apple’s computers, have been panned by pundits and consumers alike. Now, however, the new ads have drawn fire from widely respected advertising executive Ken Segall, who says the ads are “causing a widespread gagging response, and deservedly so.” Segall is known for naming Apple’s iMac and producing a number of Apple ads during the 12 years he spent working alongside Apple co-founder Steve Jobs. “I honestly can’t remember a single Apple campaign that’s been received so poorly,” Segall wrote on his blog. He did note that Apple will likely respond to criticism by reworking its new Mac ads, and he says the company has bounced back from bad ad runs several times in the past. One of Apple’s new ads, titled “Basically,” follows below.

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