New Apple Campaign Craps On PC. Yawn


Apple has just launched a new ad campaign that, once again, pits the Mac against the PC. This time, it does it with human characters who take on the mythical qualities of the PC versus Mac argument - PCs always crash, macs never do. PCs freeze all the time. PCs get viruses, Macs don't. PCs have terrible software, Macs don't. Macs are all about plug and play, PCs aren't. It's a nice campaign but if you've used both a PC and a Mac, you know full well, this is all bullshit. Each platform has its benefits and its downfalls. The campaign, though, does continue Apple's brand goal of positioning itself as the hipper alternative to the PC's staid, mass image. Apple will always be the cooler choice. It just might not always be the more popular one.

by Steve Hall    May- 2-06   Click to Comment   

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I love the guy who plays the PC.

Posted by: Ama [TypeKey Profile Page] on May 2, 2006 12:01 PM

Yeah, I use a Mac and I'm cool and I wear designer jeans and look like an LES hipster because I'm a pretentious creative. Wait, that is me. Look Clow, I'm over the "Mac is cooler than the PC" bit. K? K. Keep talking about fashion with your buddy and seeeeeping wine.

Devil's Advocate

@ Viruses: With XP having the ability to boot pretty cleanly on a Mac, I'm sure there'll be some nice viruses to look forward to in the future.

@ Restaring: Tiger and Networks do not work. That's why I DO have to restart every few hours due to the rainbow wheel.

@ Better: Yeah, pretty much true. But don't plug iWeb. C'mon now, r u serious? iWeb is the suck. We have BBEdit; they have Homepage. Homepage > BBEdit.

@ iLife: Look mom I can loop music.

@ Network: Thankfully Apple generously loaded drivers onto my PB, taking up almost 3GB. Also, see "Restarting".

@ WSJ: Aren't fads so cool.

/Devil's Advocate

My name is Eddie and I'm a copywriter.

Posted by: Edward on May 2, 2006 1:13 PM

Ed please stop talking

Posted by: Mister Ed on May 2, 2006 1:49 PM

I thought they were alright - not as good as the Switch campaign, mind you, but alright.

They didn't really utilize Justin Long as well as they could have, and surely could have found better angles to view the PC v. Mac situation from.

Posted by: Steve the Intern on May 2, 2006 1:52 PM

Kottke posts who plays the two chaps.
I love the "Network" ad, it really shows the hip and cool side of mac that you spoke of in this post.

Posted by: Rob Poitras on May 2, 2006 2:00 PM

I like it. Don't be hatin'. :) I think it's clever and it gets the point across. People are watching it and getting the message. Isn't that the point? Besides -- we Mac users -are- hipper and more attractive. You know it's true.

Posted by: malloreigh on May 2, 2006 2:38 PM

Who made it? I wanna know.

Posted by: harald on May 3, 2006 2:55 AM

Same crap that's given Apple a tiny market share and made it the iPod company, not a computer company. Sounds like their marketing team is talking to themselves and nobody else. I expect a lot of PC users will see the ads, think "oh, that's cute," and then buy another PC. Sad. Especially since the products are actually very good.

Posted by: John on May 3, 2006 3:30 AM

now check out

Posted by: the pirates are here on May 3, 2006 6:00 AM

Firefox crashed on my mac while I was watching these commercials.

Posted by: Lucy on May 3, 2006 11:48 AM

"Who made it? I wanna know."

welcome to advertising, there are some informational pamphlets by the door.

Posted by: dusty bottoms on May 3, 2006 1:33 PM