YORK ON ADS / No 21: Apple
The world in question is the 'Future Past'. Or, in other words, all the Fifties sci-fi that we're encouraged to giggle at now: dream cars, rocket ships, lumbering robots, monorails, swirly dissolves and plinky music.
These all appear as cute old clips in Apple's smart new Power Mac advert. 'Remember what the future used to be . . ? This future belongs to the past,' they declare, cutting rapidly to the Power Mac and its pastel pie charts, with a blast of heavy guitar and growly horror- film voiceover. 'Power Mac, it's here.'
Other ads in the campaign suggest Power Mac's multimedia capabilities - live-action video and sound on tap.
The computer companies play a key role in multimedia land but, Bill Gates aside, they've been rather forgotten in all the coverage of cable TV and video companies battling for film rights. Apple is putting down a marker that's part brand personality -'we're hip' - and part product features, in an effort to introduce its new baby to the telecottages of the NW1 diaspora. Peter York
Videos supplied by Tellex Commercials
ReviewThese heroes in a half shell should have been left in hibernation
Sek, k'athjilari! (That’s “yes, definitely” to non-native speakers).TV
Arts & Ents blogs
- 1 Jack the Ripper: Scientist who claims to have identified notorious killer has 'made serious DNA error'
- 2 Banksy arrest hoax: Internet duped by fake online report claiming artist's identity has been revealed
- 3 Former East 17 frontman Brian Harvey turns up at Downing Street and 'demands to speak to Prime Minister'
- 4 Kentucky gang rape: 15-year-old boy left in critical condition after sexual attack by group at party
- 5 Paralysed man Darek Fidyka walks again after treatment by British doctors on brink of 'cure'
James Blunt finally admits the truth: 'You're Beautiful' is annoying
Downton Abbey review series 5, episode 5: Period drama falls disappointingly flat
Star Wars Episode 7 has almost finished filming
Fury, film review: Brad Pitt is intriguing as unsympathetic war hero
Batman v Superman: Side-kick Robin to be 'woman played by Jena Malone'
Cameron is warned 'no possibility' of UK reducing immigration and that bid to bring in quota on migrant workers would be illegal
Residents should throw a street party and mix with immigrant neighbours, councils told
Russell Brand threatened with arrest after filming outside Fox News headquarters
London bus driver 'kicks gay couple off for kissing'
Lord Freud: Tory welfare minister apologises after saying disabled people are 'not worth’ the minimum wage
Lord Freud hangs on as MPs of all parties 'call for his head' over disability comments