“Producing 18 spots since [Apple’s “Get a Mac”] campaign launched last May, TBWA\Media Arts Lab’s Apple team-—which includes Media Arts ecd Duncan Milner and cd Eric Grunbaum-—gave the duo [John Hodgman as the “PC” and Justin Long as the “Mac”] a gentle, competitive banter that entertains while literally playing out what Apple claims are PC’s product deficiencies. Based on the clarity of the idea, inspired casting and consistent execution, the “Mac vs. PC” series earns the honor of Best Spots’ 2006 Campaign of the Year,” Joan Voight reports for Adweek.
“‘Both characters are designed to be likable personalities. We wanted to bring truth, honesty and respect to the conversation with the PC world,’ says James Vincent, president of Media Arts Lab. According to Allison Johnson, VP of worldwide marketing at Apple, it was an easy sell to Apple execs, who quickly grasped the human appeal of the set-up,” Voight reports.
Voight reports, “The presentation is so spare, ‘with the wrong two guys in there, it could’ve been painfully dull, but the casting is amazing,’ says Jamie Barrett, partner and cd at Goodby, Silverstein & Partners, San Francisco, who’s a fan of the ads. ‘Even visually the two guys work great. Turn the sound off and the guy in the suit still looks like the personification of a PC and the other guy is the perfect embodiment of Apple.'”
“‘The design of the ad is clean, smart and simple—not glamorous,’ adds Todd Riddle, group cd at Fallon, Minneapolis. ‘It parallels the design of the Mac. The visual appearances of the two characters are great shorthand for the differences in the brands.’ … Johnson says the 2006 spot that resonated most with consumers was “Virus,” in which Hodgman, as the PC, catches a cold, crashes and passes out while Long, as the Mac, remains sympathetic, and healthy, throughout. In “Restart,” Hodgman freezes up, prompting Long to leave the ad to look for IT help—but not before entreating viewers to keep an eye on the unmoving competitor,” Voight reports.
Apple’s “Viruses” ad:
Voight reports, “The ads also seem to be boosting sales. In the last three months of 2006 Mac sales grew three times faster than sales of PCs, compared to the same period in 2005, says an Apple rep. Tim Bajarin, president of Creative Strategies in Campbell, Calif., says the Mac comparison approach is working, with half of all Macs being sold to non-Mac users and Apple’s share of the total computer market growing steadily, from 3 percent three years ago to 5 percent in 2007.”
“There will be plenty more for the Mac guy to talk about as the marketplace heats up. The campaign is expected to continue through this year, as rival Microsoft promotes its new Windows Vista operating system,” Voight reports.
Full article, including background about the campaign’s casting and more, here.
Apple’s US “Get a Mac” ads: http://www.apple.com/getamac/ads/
Apple’s UK “Get a Mac” ads: http://www.apple.com//uk/getamac/ads/
Apple’s Japan “Get a Mac” ads: http://www.apple.com/jp/getamac/ads/
[Thanks to MacDailyNews Reader “Adam W.” for the heads up.]
Related articles:
Apple attacks Microsoft’s Windows Vista with ad campaign, new ‘Get a Mac’ pages – February 02, 2007
Apple UK posts six new ‘Get a Mac’ TV ads featuring Mitchell and Webb – January 29, 2007
The Wall Street Journal: Apple’s ‘Get a Mac’ knife cuts deep – December 24, 2006
Justin Long and John Hodgman win best actor awards for Apple ‘Get a Mac’ ad characters – December 19, 2006
Apple ‘Get A Mac’ Viruses ad selected in top 5 viral video of 2006 by IFILM – December 16, 2006
Apple Japan debuts three ‘Get a Mac’ ads – November 12, 2006
Tech writer says Apple’s ‘Get a Mac’ commercials don’t work – October 16, 2006
Do Apple’s latest ‘Get a Mac’ ads work? – October 11, 2006
Apple debuts three new ‘Get a Mac’ ads online [UPDATED] – October 09, 2006
‘I’m a PC’ guy John Hodgman really an Apple Mac user – September 25, 2006
USA Today Ad Track poll for Apple’s ‘Get a Mac’ campaign shows above-average consumer response – September 18, 2006
Apple debuts major Mac OS X print campaign with 14-page ‘Get a Mac’ booklet – September 07, 2006
More new Apple ‘Get a Mac’ ads – one featuring Gisele Bündchen – seen in Apple Retail Store – September 05, 2006
Critiquing Apple’s new ‘Get a Mac’ ads – August 28, 2006
Apple debuts three new ‘Get a Mac’ ads – August 27, 2006
Nearly 20 more ‘Get a Mac’ TV spots ready to roll – August 11, 2006
Apple’s ‘Get a Mac’ ads too harsh? – July 31, 2006
Apple debuts three new ‘Get a Mac’ ads (with video) – June 12, 2006
Apple: ‘Get a Mac. Say ‘Buh-Bye’ to viruses’ – June 01, 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
This is funny
What the hell happened to Apple’s Superbowl Ad… I could care less about the game,
I waited to see the ad and nothing. Steve must have pulled it at the last minute.
I did like Prince though..
How different peoples’ emotions are. I’m sure these commercials won’t work in my country, the Netherlands, at all.
Saw a new one this morning on ESPN. Newly Vista’d PC had a security guy standing behind him, a là the Secret Service, monotoning suggested future actions and asking PC to confirm or deny. Very funny.
I saw that one too, Artisticulated. The security agent is very Matrix-y.
Gotta take a look at the Japanese one’s,
really would have been good if I still smoked pot
First the Apple Superbowl ad was just a rumor (as usual with everything Apple until the day whaeveritis arrives), so there was probably nothing to “pull” I’m betting.
The other RUMOR is the Beatles iPod on Valentines day because of the “Love” theme. Again. Rumor.
Second, can someone explain or find out the answer this: If switchers buy USED macs is this new to Mac user figured into Apple’s user percent in the world over PCs? Or is that 5% just users who bought completely new computers.
I know 1/3 of the nearing 20 I”ve helped switch bought used. (I ALWAYS sell my used Macs to a switcher who is used to PC prices and can’t afford a new Mac). Get ’em hooked, then they plan ahead and save up for a new one next time around.
Funny–MDN magic word “sales” ha!
I’m surprised no one (that I’ve read anyway) has seen the obvious here. Hodgman and Long aren’t just the embodiment of PC’s and Macs. They’re dopplegangers for Jobs and Gates. There are physical similarities (to the much younger J&G) but I think even more than that the two characters are illustrations of what Steve sees when he looks in the mirror and when he’s throwing darts at pictures of Bill.
Just look up early pictures or videos of the two and you’ll see what I mean.
Red Hot Ryder
go here
http://www.theregister.co.uk/2007/02/05/gates_apple_outburst/
They address your exact observation. I read this earlier….it is very interesting. At least I thought so.
Particularly the parts about SJ and turds!
No shit! …..read it! (no pun intended…well maybe a little)
TR
mdn word taken “Taken a Dump!”
Long and Hodgman are the Laurel and Hardy of the 21st Century – a great comedy team.
errr..macaday..?
No room for confusion on MDN. You’ve doubled up on ‘my’ monicker..!
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While I like John Hodgman, I still like the british version of the commercials with mitchell and webb better.
this guy gets it!:
http://daily.stanford.edu/article/2007/1/23/sketchIarticle
I heard recently that Steve Jobs personally rejected a truckload of concepts before choosing this one.
If true, the boy certainly deserves credit for picking yet another winner. Even critics of the “Get A Mac”
campaign are spreading the Mac message.