“Apple has recently started an advertising campaign for the Mac and other specific features of OS X that makes the point that if your message is strong enough, you don’t need any of the other fluff,” Brandon Watts writes for OSWeekly. “I’m making reference to the Get a Mac campaign that features two people standing in front of a white backdrop and talking. In fact, you may even recognize the two individuals from their other work. John Hodgman (The Daily Show) represents the PC, and Justin Long (Dodgeball) represents the Mac.”
Watts writes, “As is also the case with Apple’s previous Switch campaign, it’s immediately evident that anyone with a video camera and some simple editing software can recreate these ads with absolutely no budget. This ‘copycatability’ isn’t exactly something that you’d expect from a company the size of Apple, but it certainly encourages filmmakers to make their own parodies, which will only solidify the reputation of the ads. If they’re worth copying, then they’re surely worth watching.”
“Apple takes the opportunity to emphasize the advantages that they have in terms of lack of viruses, stability, networking, media creation, and initial appeal right out of the box. Some people might say that these ads are too harsh on Windows, but they’re not getting the point. The approach that they take is all in good fun and prevents the spots from feeling like attack ads, but beneath the cheerful surface, there is a lot being said here,” Watts writes.
Full article here.
Related MacDailyNews articles:
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
The Joy of Tech suggests tweak for new Apple Mac TV ads – May 04, 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
Okay, so apple makes a point about the mac being better than windows.
What the heck is the writer’s point??????
I think that the adds are great. If anything they should be a little more direct but they are entertaining.
Life is to short, Get a Mac!
The ads are not harsh enough!
Too harsh? No. The truth hurts.
Real
That’s too not to.
Greg M — That’s “ads”, not “adds”.
The Ad’s are working, check out Best Buy, the MacBook 1.83GHz and the MacBook 2.0GHz are the only Laptops listed as out of stock.
Apple’s running ads?
Here’s my idea for the next advert:
Scene – Mac is in person, PC isn’t visible (but there is a squawkbox on a pedestal)
Mac: “Hey – PC…where are you?”
PC: “Sorry I couldn’t be there in person, but I’m stuck waiting for my new OS..you know how it is.”
Mac: “No, not really. I have the most advanced OS available…and something even more amazing coming up.”
Then it continues however they want…
Or something similar to that. I’m not a specialist in advertising, but this is something that seems could be done effectively.
In an effort to give Apple a taste of its own medicine, Microsoft recently signed a deal with the enormously talented comedian Demetri Martin to have him star in a marketing campaign for Windows Vista. It sounds like Microsoft is also trying to take a fresh approach to how they advertise their upcoming OS,…
Fresh approach???
I should sell copy machines in Redmond. I’d be rich!!! Down side, is the insurance premium for getting hit from a flying chair.
Peace.
Martin, that’s “ads” not “Ad’s”
awwwwww…… To harsh for big bad Windoze !!!!!!
Give us all a break, When you have a superior product you should make it known.
Are Volvo and VW bad because their cars are safer than KIA’s ??? just looking for hits this writer is.
Next advert…
That’s a great idea!
Apple has 9 ads in the Get-A-Mac campaign. In every one they tell ya that the Mac is better in one way or another. But they don’t show you anything, just 2 people talking. I think what Apple needs to go along with these 9 ads are several more that actually demonstrate what you can do with one. One for MacOS, one for iPhoto, iTunes, iMovie, iDVD, iWeb, Garageband, Mail, iCal, Spotlight and maybe a couple more. A few can be crammed into one ad. I know 30 seconds isn’t much but it’s enough time to at least show what comes in the box and some results of what you can do with it.
Cause people who don’t know the Mac still won’t know the Mac after seeing all 9 of those Get-A-Mac ads.
On the way to $69. Make them more “harsh”.
I like the ads but Apple still needs to push specifics on advantages of OS X. Would it kill them to lift their skirt up a bit and show Expose? All Mac users show their PC friends Expose when showing off OS X.
Wingsy,
You know, I’ve been thinking about that for awhile too. Sometimes I think it would be a great idea to show the public the OS and the iLife apps in TV ads. Other times, I wonder if that’s just too much for Joe Blow to handle.
I’m sure Apple already tried ads like that, but perhaps they weren’t up to snuff? Maybe they didn’t translate well on the TV screen?
m
Sometimes in marketing, you must be as blunt as a 5 pound sledge hammer. With all the FUD out there coming from Windoze zealots about why their platform is “Better”, I’m not surprised with Apple’s approach.
Don’t you think it’s time that the tables turned?
The ads work. I get emails and phone calls from my Windows using clients all the time asking me if Macs really don’t get viruses. It’s nice to tell them that the ad is speaking the truth. I always disclaim that Macs aren’t impervious, but 114,000 to 0 ratio is a great track record. Then I tell them that their computers won’t be all slow from having to run 5 different programs to keep their computers “safe” to use.
The truth hurts.
Stability has been great. After a day of Kernel panics and a reloading of OS X I only had one more kernel panic after the first update (intel combo update, ipod updater and I think an itunes update) and then I updated the computer one more time (java 5.0 and another update) and now hopefully no more kernel panics today.
To say that it is “great out of the box” like in the commericial stretches the truth a bit. Even when I first got the computer 3 weeks ago and didn’t have the kernel panic issue it took a little over an hour to update OS-X.
the truth hurts
Stability. The ads talk about stability and great out of the box. After a day of Kernel panics and a reloading of OS X I only had one more kernel panic after the first update (intel combo update, ipod updater and I think an itunes update) and then I updated the computer one more time (java 5.0 and another update) and now hopefully no more kernel panics today.
To say that it is “great out of the box” like in the commericial stretches the truth a bit. Even when I first got the computer 3 weeks ago and didn’t have the kernel panic issue it took a little over an hour to update OS-X.
As a Mac user, I’m personally uncomfortable with the ads. I feel that they are snarky. Regardless, and surprisingly to me, my Windows using acquaintances all seem amused and generally express approval. Seems like the ads may indeed be striking a responsive chord with the PC crowd.
Timing is finally right for it, I guess. Who’d have thunk it?