We saw the clip at WWDC, and it wowed audiences then. When the news came out that Apple had chosen to start showing a version of the same Mac Pro teaser clip in theaters before feature films, I was a bit surprised. Why show your completely, strikingly, stupidly expensive top of the line product to the masses, 99% of whom would never need such a device, let alone remotely consider buying it? The answer, of course, is simple. It’s a halo product. The iPod and the iPhone (and even the iPad) may be gateway drugs to Mac ownership, but the Mac Pro is being relaunched, not just as a new, exciting tool for power users, but as a halo product for the Mac brand. Simply put, this is a product that allows the theater-going masses to wish they owned a product with a particular type of fruit on it, because they’ve certainly never seen a Windows machine look this good.
Will it work? Maybe. It doesn’t really matter, of course. The cost to secure the advertising space is negligible, and while the impact will undoubtedly be difficult to measure, companies like Ford and Samsung have been doing it for years – why not Apple? The major difference here is that Apple has done it their way – this is an incredibly dramatic, over-the-top, no-specs-named presentation that actually feels like a science fiction film trailer, complete with a “coming this fall” style end slide. The Samsung ads I’ve seen in movie theaters over the years were occasionally pleasant, occasionally gross, often juvenile, and rarely humorous, but they all looked like ads. There is one thing this Mac Pro trailer will do, guaranteed, when splashed across a 40 or 50 foot screen – it will get your attention.
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