Zhuzha | Kino Room | Moovik | Photo Cube | Celebrities | Muravey Link Dump | Free MySpace Scripts | Free Image Hosting

2007 Hatch Awards - Opening Video



Uploaded by: MikeEckley
Video Description:
Testing proves that testing works.
Real focus groups rip the greatest spot commercial ever produced to pieces.
These are not actors.
Directors: Roger Baldacci & Lawson Clarke
Agency: Arnold


Tags for this video: 1984 Apple focus group Hatch testing

Find more videos in the "Entertainment" category


Share This Video:       StumbleUpon       del.icio.us       Reddit       digg       Furl       Spurl       Simpy       YahooMyWeb


Comments for this video: Show || Hide
Comments for this video on YouTube
This is bullshit. ... ( 1 year ago by tubesuf)
This is bullshit. On what basis were those people recruited? That's like saying you go to a doctor, take his prescription and then prior to using the medicines, you go and ask a bunch of random people (not their fault, the questioner's fault) what they think of the prescription.
Obviously, they are going to say it's crap because they'd be guessing. Why? Because they are not qualified to review creative, let alone half-baked creative.
And btw, for all ... ( 1 year ago by tubesuf)
And btw, for all those sceptics who are gonna turn around and say, "Hey, but this creative you mention is what is meant for the common people out there!"
True. But that "creative" is not gonna be reviewed by those people. It's gonna be consumed and used as a parameter to decide whether to buy or not. It's an encouragement device, not a scapegot for unqualified critical appreciation.
Please don't insult ... ( 1 year ago by tubesuf)
Please don't insult research and advertising by asking the wrong questions. That's exactly what communication professionals keep stressing throughout - when communicating, who, where, when, how, why... everything matters, not just one of them!
I feel amused -in a ... ( 1 year ago by earlybirdsflyhigher)
I feel amused -in a cynical way- that a top agency as Arnold Worldwide still lives in the spirit of 1984.
to people who ... ( 1 year ago by mm34287)
to people who aren't getting this joke: you're either not in advertising or an advertising moron.
The ultimate irony ... ( 1 year ago by littlebeartoe)
The ultimate irony is that it's Apple customers who have become the drones, thanks to Steve Jobs's dedication to closed systems.
This is the first ... ( 1 year ago by toxicrainn)
This is the first time I've seen the commercial (linked by a friend) and I had the exact same reaction as the people in the focus group, so. :/
Yeah, it had a MUCH ... ( 1 year ago by Towsby04)
Yeah, it had a MUCH bigger impact during the Cold War.
Conformity -> IBM (Soviet Union)
Blonde -> Apple (USA)
And Apple's position in the marketplace is so different now than it was then that the commercial just doesn't make as much sense.
They aren't trying to convince people to abandon the command line in favor of a GUI. Apple has the dominant mp3 player and Windows is considered to basically be just as user-friendly, so it doesn't really make sense that "Big Brother" is Microsoft.
The original ... ( 1 year ago by Towsby04)
The original commercial only aired once nationally. If it aired 5 times per night, it would have been just as annoying as the "Head On" ads.
If you want people to sit through an ad repeatedly, it had better be entertaining. 9 out of 10 people don't really care about commercials as "art."
I love this video. ... ( 1 year ago by ROGERBALDACCI)
I love this video. Whoever created it is simply brilliant.
i totally agree on ... ( 1 year ago by andresvillafana)
i totally agree on this
Imagine what would ... ( 1 year ago by andresvillafana)
Imagine what would happen if ad agencies let focus groups make the creativity!
focus group ... ( 1 year ago by andresvillafana)
focus group sessions are imposed by advertisers who are afraid to make decisions
The original ... ( 1 year ago by ennahoja)
The original Macintosh commercial DID use real people. And putting the Apple logo on everybody's shirt would not have made any sense whatsoever, because Apple here symbolizes the revolutionary, the new, the opposite of what the drones stand for. The depressing mood is there in the beginning because it symbolises windows!
The brightly ... ( 1 year ago by ennahoja)
The brightly colored woman symbolizes Apple, and she is neither boring or depressing. She wins in the end, managing to de-brainwash the drones in the room. It makes perfect sense and changing it would take the message away.
You are absolutely ... ( 1 year ago by applemac5)
You are absolutely right!
This exactly what ... ( 11 months ago by deepir)
This exactly what happens to me at work.
My boss=focus group.
god that group was ... ( 11 months ago by fsfbritton)
god that group was daft
actually it ... ( 11 months ago by MatrixMaster2)
actually it symbolizes ibm, but close enough.
Thank GOD someone ... ( 10 months ago by session036)
Thank GOD someone knows what they are talking about.. reference to ennahoja
Ah, sorry, I tend ... ( 10 months ago by ennahoja)
Ah, sorry, I tend to generalize. I should stop that... Anyway, thanks for correcting me, I like to know as much as possible, preferably correct stuff, about Apple :D
People in large ... ( 10 months ago by rissaofthesaiyajin)
People in large groups are stupid. History continues to prove this.
Oh wow. story of my ... ( 8 months ago by farbink)
Oh wow. story of my life. how is it possible that these people think they are helping?
no it is NOT as ... ( 2 months ago by charliealfonzo)
no it is NOT as user-friendly, hahaha...
you're funnier than these people at the focus group.



Tell a friend:


URL 
Embed Code