If you asked Apple’s legion armchair CEOs the one number one thing they’d do if they ran the company, the top priority is always the same: develop a series of adverts that spell out the Mac’s best features compared to PCs.
Well, Apple’s real CEO has finally done just that. After a decade of wishy-washy lifestyle ads like the “Think Different” campaign, Steve Jobs is finally taking the competition head on with a new set of TV spots trumpeting the benefits of the Mac over the PC.
Apple’s new Get a Mac campaign centers around six TV spots touting the Mac’s security, stability and ease of use.
Featuring the author John Hodgman as a nerdy PC and another younger, sexier actor as the Mac, the ads make gentle fun of PCs focusing on viruses, unexpected freezes and the iLife software package.
There’s also a spot about compatibility, the Mac’s lifestyle focus and finally, one that quotes from the Wall Street Journal’s review of the iMac naming it the best desktop computer on the market.
There’s no info about who made the ads, but they look like the work of documentary maker Errol Morris, who shot Apple’s previous Switch campaign. The new ads use a similar setup — the characters address the camera head on against a white backdrop.
The Switch spots were generally judged annoying and ineffective (except for the Ellen Feiss ad), and I can’t say I like the new ads much better.
They’re somewhat insipid and maybe a little smug. I like Hodgman, but I’d prefer something more visceral, like footage of that cubicle guy going apeshit on his malfunctioning PC. I say get some real human emotion in the ads — that’d get the Mac message across.
16 responses to “Apple’s New Ad Campaign — the Switch Disaster Redux?”
I thought they were a chuckle! And totally rung true to my experience of Macs, despite two people talking in place of computers.
But I suspect you’re right about how they’re likely to go across to the target market, i.e. people who don’t use Macs already. Hey ho.
This campaign don’t be of benefit for Apple Compeny, i think.
And what about this picture on top of the page – this is attempt to present apple products more beautifull and stylish, no more than.
it’s not Apple’s style to show a cold piece of hardware or a pissed off PC user. they’ve anthropomorphised the computers to show the human aspect and to add humor. of course they made the Mac laid back cooler than his PC counterpart.
on one hand, they are pretty smug, but you know, i think Apple deserves to be a little smug right now. they’ve come back from the brink to out-market-value Dell, the iPod is a force of nature right now, they’ve scared France AND the record industries into submission and while it lasts, we’re happily virus-free.
hell, come to think of it, those ads aren’t smug enough…
Mac finally gets it. Mac has always been on the forefront of design and product development. Windows 95 was merely a knock off of Macs GUI interface. But Bill Gates was better at marketing his Software then Mac was at marketing their Hardware. This is the first time that MAC has really compared itself to PC in Ad campaigns. Make the Switch. Switch to what? For What? Mac has found a classy way to simply answer those questions. And to personify the PC and the Mac is GENIUS. The ads say it all in a very simple and direct manner. I’ve used Macs for 25 years and this is the best Ad Campaign that they have ever done. I challenge anyone to name one that has been better. And Mac is also appealing to a new younger generation. The older PC generation is gone and the younger generation wants the ipods big brother the iMac. Some of you guys don’t get it. You remind me of the PC in the ads. People buy Porches, Mercedez, Corvettes, Harleys and Bentleys for “SMUG” reasons. DON”T YOU GET IT. Marketing and Technology are two totally different things. Microsoft, with inferior Technology out “MARKETED” Apple’s Superior Technology UNTIL NOW.
I think the ads are cute but too simplistic. I like the new section on Apple’s website called Mac@Work. They show the Mac being used in among other things cutting edge medical imaging. It shows the Mac doing some serious work and not just being a designer PC.
I think a lot of people buy PCs cause that is what they are using at work.
I don’t want to see Macs taking over corporate America but I want them in there prominently. This section would be something I would happy to show an IT person.
fyi, here’s the new “I’m A Mac” ad translated online —
http://adverlicio.us/apple_mac_amazing_stuff_300x250
Nothing radical but still cool to see.
The Mac users should be proud. You have now pointed out that you have “cooler machines” and that you have 15 million users willing to pay for the mac experience. Just realize that by putting Macs up on a security pedistal, and making PC experts seem like dolts, you are ASKING to be beaten up.
Once cyber thieves realize that Mac owners in the U.S. are likely slightly wealthier than PC owners, then the attacks will begin. And shame shame SHAME on Apple for not showing up at Black Hat in force, nor taking the threat seriously. I think the Smugness has reached a very high level corporately. The ads almost have a taunting quality!
What’s funny about this is that PC users have accepted the viruses, Trojans and malware as part of their lives – like it or not. They have become accustomed to using them and have adopted the tools to fight back Mac users have no idea what is coming their way in the next few years.
The dork portrayed as the PC is responsible for writing the viruses, trojans and malware as well. Just keep in mind that every time in the PC world someone touts the holy grail of “Security” there are a pile of people with nothing better to do than attack. Thanks for giving the dorks a reason to turn on you. I’d personally enjoy seeing it, as the Smug is getting thick out there.
These ads do nothing for me. I haven’t used Windows for like 5 years now, and at times I’ve been rather impressed with Apple’s software and everything. However these new ads do nothing for me other than make Apple into another jerk company like Microsoft, I mean watching some smug idiot act like a retard to a retard symbolizing “PC”, simply emphasizes that both companies are basically the same, both offering a commericial pile of garbage and for Mac it’s more about the marketing and the “image”, making people who spend 50% more for their “Macintosh Personal Computer” think that they are better than everyone else…who are they fooling, they already think they are better than people who don’t have as much money as they do. Well ya, Apple could have put out commercials without the complete “smug factor” and they may have retained some respect from guys like me who would need a real reason to dump our hard earned money into a pile of garbage O.S., whether Windows PC, or Macintosh PC. I give these commercials 0.5 stars out of 10. Way to be assholes, Apple!!