“When I write about ads, I often face an obstacle: I’m not in the target demographic,” Seth Stevenson writes for Salon. “In the case of these Mac ads, however, I’m smack in the middle of the target demo. I’m a PC user, and I’ve often considered switching to an Apple. Thus, I feel equipped to say: These ads don’t work on me. They are conceptually brilliant, beautifully executed, and highly entertaining. But they don’t make me want to buy a Mac.”
“My problem with these ads begins with the casting. As the Mac character, Justin Long (who was in the forgettable movie Dodgeball and the forgettabler TV show Ed) is just the sort of unshaven, hoodie-wearing, hands-in-pockets hipster we’ve always imagined when picturing a Mac enthusiast. He’s perfect. Too perfect. It’s like Apple is parodying its own image while also cementing it. If the idea was to reach out to new types of consumers (the kind who aren’t already evangelizing for Macs), they ought to have used a different type of actor,” Stevenson writes.
Apple Mac Ad: “Touché – Macs Do Windows Too”
See all of Apple’s “Get a Mac” television ads online here: http://www.apple.com/getamac/ads/
“Meanwhile, the PC is played by John Hodgman—contributor to The Daily Show and This American Life, host of an amusing lecture series, and all-around dry-wit extraordinaire. Even as he plays the chump in these Apple spots, his humor and likability are evident. (Look at that hilariously perfect pratfall he pulls off in the spot titled “Viruses.”) The ads pose a seemingly obvious question—would you rather be the laid-back young dude or the portly old dweeb?—but I found myself consistently giving the “wrong” answer: I’d much sooner associate myself with Hodgman than with Long,” Stevenson writes.
“The writing may have something to do with this, too. Hodgman gets all the laugh lines! And Mr. Mac comes off as a smug little twit, who (in the spot titled “WSJ”) just happens to carry around a newspaper that has a great review of himself inside,” Stevenson writes. “The final straw, for me, is that the spots make unconvincing claims… If you’re a first-time buyer, the idea that a Mac will make your life immeasurably easier sure does sound appealing. But if you’re a PC user, these ads are more likely to irritate you than convert you.”
Full article here.
MacDailyNews Take: Interesting points and opinions with which we can’t argue as we are Mac users already. The ads don’t offend us, but we can certainly see how any ad that tells you that you blew it when you spent $600, $800, $1000, $2000 or more on your Windows PC might ruffle your feathers a bit. There’s really no nice way to say, “you screwed up, you should have purchased a Mac instead.” Plus, many people fear even the slightest change. Still, in the end, we believe that this ad campaign is a success: the ads cut through the clutter, they generate articles critiquing them, and they help consumers to remember to consider Apple Mac the next time they’re in the market for a personal computer.
[UPDATE: 1:20pm EDT: fixed headline, changed “Salon” to “Slate.”]
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Related articles:
Blogger: Apple’s ‘Touché – Macs Do Windows Too’ TV ad is ‘lame, smug, arrogant, and possibly wrong’ – June 17, 2006
Apple debuts three new ‘Get a Mac’ ads (with video) – June 12, 2006
Expert panel critiques Apples’ new ‘Get a Mac’ ad TV campaign – May 15, 2006
Do Apple’s new ‘Get a Mac’ ads generate animosity among the uninitiated? – May 08, 2006
Why Apple’s new ‘Get a Mac’ campaign will fail – May 04, 2006
Apple’s ‘Get a Mac’ campaign seizes the moment as Microsoft suffers Windows Vista setbacks – May 04, 2006
iTWire’s Beer: Apple’s new ‘get a Mac’ campaign misses, preaches to converted – May 04, 2006
Apple debuts ‘Get a Mac’ TV ads, new section of website replaces ‘Switch’ (link to watch ads online) – May 01, 2006
Yes interesting indeed. Maybe Apple should run some ads soon with John Hodgman as a converted Mac guy telling his buddies about it!
the ads do a great job of marketing an OS – far better than showing screen shots and “deonstrating” the OS could have done.
In the end, Apple isn’t targeting 50 yr old Windows users. They are targeting young users who are going to college, etc. and are buying PCs. Those are the people who will be making business decisions in 5 years – when the 50 yr olds are reaching retirement.
The ads weren’t made for Mr Stevenson, after all he is supposed to be a tech writer and already know the difference, but alas he doesn’t. Still stuck in his stubborn little windows world.
The ads are for the average uninformed PC user. I reckon that these ads will appeal to the younger set. get them young and you get them for life.
As for Mr. Stevenson, don’t buy one we don’t care. Die in hell from a virus attack you silly man!
Excellent idea G-Spank! 😀
Apple is laying the foundation for the future. They are trying to appeal to the vast iPod market they have created in younger people.
I wouldn’t mind seeing some other types of people represented however as the “Mac”. How about a renowned scientist whot alks about using Macs in his lab, or how about a famous writer. How about a mom who makes movies of her kid’s basketball games or science fairs.
They need to branch out i think. Maybe with the next wave.
I would agree.
The ads may be blunt and even downright smug, but I think they drive the point home. There are lots of PC users who I don’t even talk to anymore because I’m tired of hearing them complain about typical PC problems. I also think that some could be jealous of us for having rlatively stable operation.
I’m not saying that they don’t have point, however I would argue that the demographic is PC users full stop. If (for the sake of argument) we say that Apple has 3% of the computer market, then these ads are targeting 97% of the computer owning people on the planet. Even more if you consider that they could also be targetting non-computer owning people who are considering one and who assume they’ll need to run windows. That’s a pretty large target market to be smack in the middle of.
Personally, I feel that these adverts are good… for certain people, probably the people who are like the Mac guy. For the time being.
I get the impression that we’ll be seeing a fair number of these adverts and my hope is that they’ll gradually expand upon the whole Mac and OS X thing and educate people more and more.
I would also add that it may well be true that there is a certain element that aimed at making existing Mac owners feel better about being Mac owners. I see nothing wrong with this, existing Mac owners have kept the company alive and will continue to give the company a solid basis upon which to continually update and advance their technology.
Ads, Ads,Ads.
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Actually, if we are just trying to sell to anyone who does not have a clue and does not care to get one, I think that some of the microsoft commercials would be just great.
I saw one recently where a young man waves his hands and the ad shows how he sorts pictures, manages his web site, does videos, so effortlessly and instantly. The commercial would be perfect for a Mac and iLife. But its for Microsoft.
The advert says, “YOU can do anything on a PC with Windows.” Period. No details, no proof, nothing but fluff. Hey fluff sells. I know a person who does not have a clue about computers and they bought a HP laptop.
I tried using the laptop and got all kind of confusing warnings about suspicious connections and downloads and such. Free virus protection downloads wanted money as soon as I said OK to free. Junk, hype, crap, confusion, and a big hole just waiting for viruses and more. And the ad does not lie. Yes you can do anything on your pc. You just won’t. You will not buy the extra software, or learn to use it, or etc, etc ,etc.
So, end of rant, Maybe I am happier that Apple does not try to sell to the unsuspecting clueless. AFterall, someone has to pay to keep this country running, and I know I sure don’t want to spend all my money keeping all those people needlessly employed.
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Norm
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Actually reading this article from Salon doesn’t make me want to read anything else in Salon. I’m sure that the magazine has other interesting articles, but the tone of this article is rather smug like some other articles that I have read.
I think I will pick up the National Inquirer instead.
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I attended a 2hr Switcher workshop at the Regents Street Mac Store in London last week, and played around with a Mac in the store.
Up until that point, I was gagging to switch.
Yesterday I installed Beta 2 of Vista on my PC.
The situation has now ‘switched’. I no longer want to buy a Mac.
The whole Mac-store experience was too smug, too unhindering.
When I mentioned that the only reason that I was finally going to switch, was because of the safety net of Boot Camp, the assistant seemed pissed off.
The 2 hr presentation was more like a propaganda event, with blatant lies as to the reliability and flexibility of windows.
As for the prettiness of OS X, well after playing around with Vista today, I honestly feel that Vista is prettier than OS X.
Also, Vista is making some serious in roads with security. It really challenges apps if they try to access the file system to crudely.
It feels allot safer than XP.
Sure OS X IS safer, is more stable… but not enough to justify switching.
And besided, what’s with that one mouse button crap? Too limiting.
…. And are you seiously suggesting that I fork out £1200 for an Imac, and I can’t add an internal blu-ray burner and extra HDD? And to top it off, in 3 years or so, I have to chuck away a very-usable 20″ LCD display
I think Apple, its users and its creators are too smug. The whole experience has left me feeling icky. The Mac store was like a cult. People were sooo in love with the Apple experience that they were blind to faults, and made up faults for Windows & PCs.
In my opinion dpple just aren’t going to make in roads into the PC market, unless they give a little back!
I think Steve Jobs was right when he said that Microsoft have won the Desktop wars.
I’m very happy, and very productive on my PC thank you. I’ve created apps, hundreds of VB-enabled spreadsheets. My PhD simulations and write-up. Edited short films, and vacation footage. Created and published a popular and sophisticated 3D model, and played loads of games.
Judging by Vista, I will remain as happy for a long time to come.
The problem with Apple people, for me, is that they would discount all that I have done, because it was done on a PC.
2 of every 100 computers sold today will be Apple computers.
´nuff said.
Jobs is doing a 2% job on all of us.
That should be hindering, not unhindering
I think Apple has always intended these ads to be a little provocative from the start. It’s funny how Seth Stevenson is complaining about Apple trying to claim the Mac’s superiority to PCs, yet I don’t see how that is any different than all those Intel ads that complained Pentiums “made the Internet faster” from a while back.
And if he’s so put off by the “don’t insult your potential customers” angle, what does he make of the Microsoft dinosaur ads? Seems like there is one (impossible) standard when it comes to Apple, and another (low) standard for everyone else.
The fact of the matter is, the ads DO provoke. They get people’s attention. The people that are fuming about them most likely still refer to Macs as “pretty little overpriced toys” and no amount of feel-good advertising would ever convince them to consider a Mac in the first place. These people are probably the ones that always write, “I would buy a Mac, but…” on the discussion boards, when they have no intention at all of buying one. They just get their jollies by pointing out why they feel the Mac is so inferior.
The reality is, there are tens of millions of people out there who are severely frustrated with their PCs, regardless of what kind of experience the author himself may have had. These ads are targeted at the mass of tired, frustrated ordinary PC users, not at tech geeks who love the marvel of updating their virus and spyware definitions over the Internet for an hour a day. You know there is something suspicious when the author claims his new Thinkpad worked “out of the box” when any knowledgeable person knows the first thing you do is spend time updating all your security software and installing other security software that doesn’t come pre-installed on any Thinkpad.
Er, MDN editors…
Salon != Slate (where the article was actually published).
Talk about smug . . . most M$ proponents I talk to are quite smug about their choosing M$.
The most recent one was very smug when he promised Macs too, will soon be plagued by malware (vapor viruses I guess)
If you check the sales stats for every 5 year period, Apple sells about 17million computers each 5 years….the same 17 million loyal Mac buyers getting a new mac every 5 years? Perhaps.
The reason sales have jumped recently are because of the new notebooks. Lots of mac users need a new notebook and are buying. Just a sales blip.
But I can see why Mac people love these ads…well, that´s the reason for them to keep Mac people staying with their Macs. Kind of pre-emptive advertising against to keep Mac people loyal before the onslaught of Vista and Microsoft monster monopoly.
Billy Ash,
If you want to add cards and are concerned about built-in monitors, you’ll want a Mac tower with easy-opening door: http://www.apple.com/powermac/
Wait a bit as the Intel-based ones are coming soon.
Don’t criticize iMacs for not being expandable towers when Apple makes expandable towers. It’s your responsibility to look at ALL of the Mac models and choose the proper one for your needs.
After you use both Mac OS X to really do something, you’ll understand. You won’t get it until you do.
Apple’s desktop Macs ship with a four-button mouse with a scroll ball:
http://www.apple.com/mightymouse/
You’d think that after two hours you’d have grasped at least that much.
Some people deserve to stay stuck on Windows PCs. Are you one of them?
“The reality is, there are tens of millions of people out there who are severely frustrated with their PCs, regardless of what kind of experience the author himself may have had.”
LOL. They may be frustrated but they aren´t thinking about an Apple computer – they are waiting for VISTA to come out.
Having John Hodgeman convert to a Mac would be such a great idea. Then, when Justin Long nitpicks over the meaning of words such as “Touche,” Hodgeman could just say “yeah, whatever, you little twerp.” Wouldn’t that be cool?
REality B. “After you use both Mac OS X to really do something, you’ll understand. “
Is my e-mail better that I write on OSX? Is the e-mail I read better on OSX? Does Google search differently on OSX, find things better? Does my Canon printer make my photos better on OSX? Are the songs on iTunes sounding better on OSX?
That´s what most people use a computer for.
You people are silly. It does not matter which OS one has. In fact Apple wants you to put two on your computer. OSX and the faster one, XP.
The one area that Apple could have differentiated itself was the processor. But now that opportunity is gone.
These ads may spark controversy and generate print, but, do they cause dedicated Windows users to switch? Somehow I doubt it. Apple would, in my opinion, be better off showing the advantages of the Mac OS and bundled software.
The Salon writer is dead on when it comes to the stereotypes: If Apple wants to broaden it marketbase beyond its present purchasing demgraphic, it needs to show people outside of these demographics as “Mac users”. I know tons of PC guys who look like Mr. Mac and vice versa. Apple needs these people to switch up their clothing too. These ads do send a not so subtle subtext that Mac people are better people. More ads need to focus purely on the advantages of OS X itself.
Randy Deems,
Does my Mac get infected with spyware just be visiting a website? Do I need to spend time EVERY DAY updating my virus definitions? Does a Mac user spend $50-$100 a year to pay for said anti-virus and anti-spyware sofware? Should you even need to worry about such things when all you want to do is write an email, do a google search, or print a photo?
Because on a PC, all this stuff tends to get in the way. The PC would work fine except for the reality that there are 114,000 Windows viruses lurking around in email or download and install automatically through websites that appear in Google searches.
It’s all documented very well – don’t think we’re idiots because you want us to believe this fantasy that people don’t suffer in mass numbers from such things, Vista or no Vista.
This is a false analysis of the ads in order to justify the article. This guy obviously knows nothing about advertising, and he’s taking it all too literally, as in, because we like the actor who portrays PCs better, because he gets all the laugh lines, we’ll therefore come away from the ads liking PCs themselves better, too.
The point of the ads is to make a point, humorously. Any viewer with half a brain will realize that Hodgeman is in on the joke, and that his act is ironic–both actors are there to promote Macs. The humor coms largely from the “PC” character, yes–but it reflects on the larger BRAND behind the ads, namely Apple.
This guy just wanted to write an “analysis” article and got it all wrong.
“Maybe Apple should run some ads soon with John Hodgman as a converted Mac guy telling his buddies about it!”
He’s not a guy, he’s a PC! It would screw up the
continuity of the ad concept. They are not going
to transforn the Prudential rock into the Geico
gecko, it’s nonsensical.