Get Action—Apple’s Advertising Emphasizes Doing Things

by Randy Murray on October 22, 2014

The general stereotype of the computer nerd is someone living in a dark, cluttered basement or dimly lit room. It’s someone who lives hunched over in front of a glowing screen. It is a stereotype, but if you, like I, have spent time around hard core developers, gamers, and redditors you probably won’t find this image to be too far off base.

And yet take a look at Apple’s recent TV advertising. It’s all focused on DOING things. The people in these commercials are engaged in doing really interesting things. They go outside. They’re creating, participating, DOING stuff. It’s exciting.

And it’s not at all in line with the old stereotype.

I love it. While some in the media wring their hands and bemoan how far too many go through life staring at hand-held glowing screens, and now maybe even screens on our wrists or our glasses, Apple is suggesting that it’s not that way at all. We’re out DOING things. Our tools, those glowing screens, are helping us to do stuff.

It’s closer to the truth of how more people, people who don’t follow the tech press or think a lot about technology, use these devices. And it’s grand.

Let’s take Apple’s advice and go out and do something.

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