“One cool-looking bloke introduces himself as a Mac. An uncool bloke in a suit and bad haircut introduces himself as a PC. Through a series of adverts, they discuss the shortcomings of the PC versus the merits of the Mac. The PC character is neurotic, insecure and a nerd; Mac, in return, is relaxed, hip, but – crucially – not unfriendly,” Giles Wilson writes for BBC News.
Wilson writes, “This series has been running for more than a year in the US, with two slightly-known actors in the roles now filled for the UK audience by David Mitchell (PC) and Robert Webb (Mac). Apple has taken the unusual step of reconstructing its US ads verbatim for overseas markets – there is already a Japanese ‘PC’ and ‘Mac’ who have the same conversations with the same dress sense and the same backing music. This is a new twist on globalisation.”
“One of the most significant things about this series is the attitude of the Mac character towards the PC character. In the US version at least, there’s no overt smugness. Mac is friendly towards PC, he’s not judgmental, hostile or self-satisfied,” Wilson writes. “The reason for this friendliness is obvious: smugness is just not attractive, especially if you happen to be telling someone whose computer is crippled by viruses that your operating system doesn’t suffer from them (yet).”
MacDailyNews Take: Stick to reviewing TV ads, Giles. Your parenthetical use of the word “yet” shows ignorance. You obviously know nothing about operating systems. Mac OS X will never become subject to 200,000+ known viruses and large portions of the Mac user base will never be repeatedly taken down in large swaths around the globe. Yes, all operating systems have flaws. Some of these flaws can even be exploited. But, there is just no way to equate Mac and Windows in terms of security. Mac OS X has been online for nearly six years now and there are tens of millions of Mac OS X machines online. There is no “yet.”
Wilson continues, “Casting is critical here: are Mitchell and Webb as effective for a UK audience as the US stars, Justin Long and John Hodgman? For much of the UK audience, it’s possible that a familiarity with Mitchell and Webb’s excellent Channel 4 programme, Peep Show, counts against their effectiveness here. Knowing that Robert Webb plays the opportunistic insincere Jez does not exactly enhance his role as an honest friendly broker for Mac. Similarly, knowing that David Mitchell is likeable, decent and intelligent (albeit a loser) doesn’t ultimately put the PC character in as bad a light as in the US version.”
Wilson writes, “In the UK there are rules against advertisers on TV denigrating or discrediting rivals. The Apple ads have not yet been shown on British TV, but would they be allowed on air? It’s pretty clear what (or who) “PC” represents, with his nerd chic, haircut and pie-charts. (Clue: Could it be the well-known, extremely well-heeled face of a PC-based operating system?)”
MacDailyNews Take: Giles had it right the first time. It’s “what” not “who.” It’s not at all difficult and it should be extremely easy for a TV ad reviewer: The “PC” represents a Windows PC and the “Mac” represents a Macintosh. Hence their names in the ads and the repeated use of the greetings, “Hello, I’m a Mac” and “I’m a PC.”
Wilson concludes, “But luckily for Apple, the term PC is so generic nowadays it would be hard to show that these adverts were denigrating a particular competitor. That might be an interesting matter for the advertising watchdogs to consider.”
Full article here.
Related articles:
Apple takes dead aim at Microsoft’s Windows Vista in latest ‘Get a Mac’ ad (with video) – February 06, 2007
Apple UK posts six new ‘Get a Mac’ TV ads featuring Mitchell and Webb – January 29, 2007
Apple UK’s ‘Get a Mac’ campaign features Peep Show’s David Mitchell and Robert Webb – January 27, 2007
Apple Japan debuts three ‘Get a Mac’ ads – November 12, 2006
I actually agree with what he’s saying about Mitchell and Webb as choices for the Mac/PC characters. Aside from appearing on ‘Peep Show’, Mitchell has appeared on lots of comedy panel shows and various things like that – and he’s constantly hilarious, a very funny comedian.
The problem with that is that the PC character becomes almost likeable in these adverts because of that, and despite being a Mac user I find that the relationship between the two characters in the UK one makes me favour the PC in many ways – simply because of the way he delivers it.
-Leemo
People familiar with Peep Show are just as likely to be familiar with their sketch show and other solo work they’ve done and therefore realise that they are actors who can bring qualities to a role.
It’s also quite clear that these ads, regardless of which country you’re talking about, are not aimed at selling Macs to every person in every demographic. No adverts are. Sure, some people may find themselves put off, but others will get them and hopefully be the type who will be convinced to get a mac.
In terms of their “real life” non-Mac ad personas, I would say that David Mitchell and John Hodgman are very similar. This guy describes David Mitchell as “likeable, decent and intelligent” and John Hodgman isn’t? Probably the biggest difference is in the casting of the Mac and I would argue that the closer working relationship of the UK versions works better since there’s less of a perceived competitiveness if you will.
Context is just like beauty…. all in the eye of the beholder. For mac-aholics, it’s pretty simple. For someone that didn’t know there was a difference, well… it’s confusing and a questioning advertisement at best. Let’s hope those of unawareness become the aware.
Just as annoying as seeing original UK programming being remade for US audiences (such as The Office), it’s equally annoying to see the already excellent US Apple ads being remade for a UK audience.
I for one am very dissappointed not to see the original ads being promoted here in the UK, as they are much more effective – and better acted – than the UK copy-cats.
Look what’s on BBC2 tonight
This is merely the precursor to tonights Vista love-fest. For those outside the UK, the BBC business programme is running two half hour slots on how Vista is the best thing since sliced bread. MS apparently granted them unprecedented access. One hour of unpaid advertising….
For those in the UK, BBC2 at 7 pm. Be sure to have a sick bag handy….
Politcal correctness gone wrong.
For fucks sake – I was born in the UK and have lived here most of my life – these guys are ideally suited to the UK version of the ads.
If people get offended by these 2 sterotypes then people need to get a life.
For the record: These adverts are ‘generic’. They are not slaging off particular people, they are coveying a ‘generic’ comparison.
The UK remakes are piss poor in comparison. They should stick with the US characters who have achieved cult status..
Well spotted AJK: ” (BBC) asks what effect the departure of legendary founder Bill Gates in 2008 will have on the future of this world-changing company.”
BBC fawning over Microsoft – yet again. Why don’t they do an item about the TRUTH about Bill Gates and Microsoft??
I had to laugh when the reviewer makes the comment that “smugness is just not attractive” because I was pretty sure that MDN would comeback with some smug, smart-arse comment. True to form, we get a classic MDN “you obviously know nothing about operating systems”. Shame really, it would have been good advice for you bozos to follow for a once.
“Stick to reviewing TV ads, Giles. Your parenthetical use of the word “yet” shows ignorance.”
As much as I love my Mac and am convinced the the Mac is the best by a long shot; parentheticallly adding (yet) is reasonable and certainly not ignorant. Sooner or later it will happen and when it does, the Mac users who smugly believe that their computer is invulnerable will have a really unpleasant surprise.
I’m not going to go out and buy anti-virus protection just yet but I’m also not going to just assume that I’ll never need such a thing.
Macaday – Well, Microsoft did change the world. Of course, so did Hitler.
(Man, that “Snap a pic of the chick” ad is annoying.)
I have emailed the programe saying the following:
Dear Sir,
Maybe you should do a special on Apple’s OS X operating system too for a fair comparison?
If you do compare OS X with Vista I hope you have your facts correct and have done your research. Most of Vista’s ‘new’ features have been in Mac OS X for many years.
For example, Bill Gates was interviewed saying that Vista is the first operating system to have parental controls. This is totally incorrect, OS X has had parental controls for at least 4 years (I should know I use them every day and have 2 children with parental controlled managed user accounts on our Macs).
If you are going to do a comparison I would recommend contacting Apple direct.
“The problem with that is that the PC character becomes almost likeable in these adverts because of that,”
You can say the exact same thing about the US version. John Hodgeman who plays “PC” in the USA is a regular guest on the Daily Show and the radio show “This American Life” and is absolutely hilarious. The point is you’re not supposed to hate the PC, you’re supposed to feel a bit sorry for him. Its is quite clear though, in this double act “PC” is the comedian, and “Mac” is the straight man.
Wilson misses the point. Sure UK audiences are familiar with Mitchell and Webb but US audiences were well acquainted with Hodgman and Long and it didn’t do the campaign there any harm.
Exactly. Are the Mac ads hurt because people associate Justin Long with the nerdy Warren Cheswick from “Ed”? No.
Petey
BBC is obviously not interested in professional journalism. It is business and business only. This is an ad from Microsoft and BBC is playing along. This is how media (at least some of them) are working. In this program BBC will read from the script written in Redmond and show what MS PR agreed to. They will show preselected employees who have been media trained and marketing people, who will do their normal sales pitch. I would be surprised to see really controversial questions being asked. There will be some though, preselected “myths” and “difficult” questions about Windows like “but there are viruses on Windows” or “it took more that 5 years and billions of $”. But don’t be fooled. These questions have been discussed prior to interviews and you will be surprised how quickly and intelligently they will be answered. You may even start to believe it. Sociotechnology at work.
Microsoft is against the wall now seeing how their new OS is being pictured in the media and will pull whatever it can to turn the wave of criticism.
I’m with the Beeb on this. MDN should perhaps not comment so vociferously on something it doesn’t understand – namely how Mitchell and Webb are percieved.
The PC and Mac in Peep Show guise are exactly how the Beeb describes them. Really the Mac’s character in it is oblivious to his falws and thorougly dislikeable. The PC in Peep Show is completely aware of his limitations to the point of being socially crippled by them, but he is a genuinly nice, well meaning person.
So the problem really is “Jez” as the Mac rather than Webb as the Mac.
bbc has its toungue firmly up microsofts ass, don’t expect them to do a similar report on Leopard when it comes out, or to expect that the report on vista will in anyway compare tiger or leopard to vista.
oh and about the ads, if the english guys like them, then thats all that matters, personally i like the US ones.
Well I will be watching this programme with interest…
If there is anything factually incorrect I will be contacting OFTEL, who are the UK organisation that monitors TV broadcasting and will be emailing them with a complaint asking them to investigate.
“bbc has its toungue firmly up microsofts ass”
I hope to all that is holy that the BBC leaves that particular footage out of their Vista lovefest special.
No wonder Gates has been wearing an “I’ve got a secret” smirk lately.
2 + 2 doesn’t equal 5 (yet).
Petey
“New Vista. It’s one of the biggest new products of the year…” – here we have the approach that BBC has taken.
“The Money Programme has had exclusive access to Microsoft to follow the launch of Vista.” and here is the most important part of the program introduction. You don’t get exclusive access for nothing. You need to go through PR department. PR people will make sure you will do no harm to the reputation of the company. I can bet that the contract states that MS has to authorise everything that BBC will air. If the program was ment to be even a little bit controversial the journalist would not get the “exlusive access”.
Ok…why is this an issue?
I feel that people find pointless things to write about and make them out to be bigger than they are.
Just enjoy the commercials…they’re effective, funny, and entertaining. Enough said.
unless you have lived extensively -decades- in both cultures judging the nuances of the Brits is just plain foolish, I’m as Anglophobic as the best of you but most of you are just talking trash ( rubbish)
The British are starting to get as annoying as the French!
Leemo, you must be kidding?? Sure, the PC guy comes across likable and effective, but for you to say his character “makes me favour the PC in many ways” is absolutely ridiculous.
But, when the Preparation H commercial comes on, I too, melt and wanna run to the store to buy some.
Tom Strong
And, of course, no one ever gets annoyed with Americans?
MDN: Do you REALLY think we’re only supposed to think of these characters as the machines, and NOT the men behind them? Oh please. It’s obvious — totally and completely obvious — that the casting for the US ads was an intentional nod to the idiosyncratic men behind these two giant companies. If you refuse to see Hodgeman and Long as caricatures of Bill Gates and Steve Jobs (albeit 20 years ago) then you’re just being stubborn.
Yes, Hodgeman is portraying the PC. But he’s also a cipher for Gates — and why Gates is so incensed at these ads, where he’s never reacted to Apple advertising before.
“Apple has taken the unusual step of reconstructing its US ads verbatim for overseas markets – there is already a Japanese ‘PC’ and ‘Mac’ who have the same conversations with the same dress sense and the same backing music. This is a new twist on globalisation.”
I wonder if the Japanese ads have a cute American girl pulling a picture out of her butt?
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I won’t judge “The Money Program” until I’ve seen it. They’re usually very shrewd and I don’t think it’ll be the Microsoft love fest that’s being predicted.
MDN you’ve got to chill out a bit and choose your battles. For once someone was making sense, could realize the Mac character was not smug (as many FUDsters have claimed) and you went frothing at the mouth over the word “yet?” C’mon, inhale and relax a bit.
Yes, the “yet” may be a sign of a subtle attack on the Mac, but considering the rest of the tone of the article is positive you really should step back and think that maybe his point was there are simply no viruses. . . .yet. Doesn’t mean Macs will get a virus, doesn’t mean Mac will get viruses.
Why do you always have to go so far over the top on silly points like this? Geez, why don’t you go and kill this guy’s family while you’re at it? You just don’t seem to have a sense of proportion some times.
It’s odd isn’t it. For all the rants about BBC bias against Apple, it’s remarkable how the BBC seem to have an article about Apple every other day. You can play the pedantic prick about the odd terminology and the lack of BBC sycophantism, yet they rarely say anything overly negative about Apple. Indeed they are providing significant publicity. How many pieces did the red necks on Fox News run on Apple recently?
To all interested MacDailyNews readers.
Please submit a formal complaint to the BBC by going here:
http://www.bbc.co.uk/complaints/make_complaint_step1.shtml
To be maximally effective, please ensure that your complaint:
– is couched in reasonable language
– is generally free from typing and spelling errors
– includes direct references to specific instances of bias
– includes a request for a response
There have been a number of articles from the BBC which have demonstrated bias against Apple, or sloppy journalism. I referred to only one example, and it would be excellent if our community can draw attention to all of the others – so do your research, choose an article and include the links in your complaint along with a clear statement of why it requires correction. Include links to the facts so that the BBC can easily substantiate your complaint.
It is quite likely that biased or careless journalism is restricted to a small group within the BBC. You will be directing your complaint to a different group of people whose job is to ensure that your complaint is taken seriously. So your complaint should be respectful and accurate.
Have fun!
———————————-
My submission follows:
I live in Australia but my family is British. The BBC has long stood for journalistic excellence and high standards of public programming generally.
However I am greatly concerned that the recent agreement with Microsoft ( http://news.bbc.co.uk/2/hi/technology/5390000.stm – The BBC has signed an agreement with Microsoft to explore ways of developing its digital services.) appears to have resulted in a raft of innacurate stories denigrating Apple, and thinly veiled free advertising for Microsoft:
Coming to Your Screen: Microsoft’s…
Fri 9 Feb, 19:00 – 19:30 30 mins
…New Vista
I am an industry veteran of more than 30 years, with extensive experience in the sale, deployment and support of Microsoft’s products. I also have experience with Apple products and I am deeply disturbed by the apparent commercially-driven bias evidenced by innacurate and, in some cases, derogatory reporting on Apple by the BBC.
While I note, with appreciation, the recent correction to a story stating that iTunes only worked with iPod (it works with any PC running iTunes, and any MP3 player where the music is not DRM-protected, and any digital music device which supports MP3 for any playlist the user wishes to burn to CD) it remains alarming that the BBC got it so wrong in the first place.
I believe your agreement with Microsoft has compromised the journalistic integrity of the BBC. This is regrettable and demands a re-think.
In the meantime. I suggest that you provide a specific channel for complaints on this issue. The Apple community worldwide is very proactive and will happily provide the BBC with direct and immediate correction of the factual inaccuracies in your programming about Apple.
you can see the UK versions of the Mac/PC ads here:
http://www.apple.com/uk/getamac/ads/
are they all the same as the US ads? there are two I haven’t seen before:
office at home
pie chart – similar but different.
Again, we see sloppy journalism from the BBC.
“Apple has taken the unusual step of reconstructing its US ads verbatim for overseas markets”
Its not true. pie chart is rewritten. for the better i think. check it out.
This could be a good thing for Apple and a boomeranged disaster for the Beeb and Microsoft. If the show is a Microsoft puff piece/infomercial, the issues could be raised to more national levels of interest and discussion, after the blogs and other technology web sites chime in. Remember, this show is occurring as stories are piling in about the horrible experiences of Vista users and those who attempted to become Vista users.
The age of the Internet has changed the PR game. Neither the lying special interests – Microsoft, in this case – and the legacy media – the BBC, in this instance – can air brush the truth, Pravda style, and get away with it. Those days are coming to an end.
Yawn, the UK ads suck and so does this idiot.
I think the EU forced the European states to change their laws and allow competitive ads. No one really uses that anyway. It’s just “this an ordinary washing liquid and here we got our product”. So Apple did not violate laws years ago (like stating: here’s a Dell running Win98) and they don’t do it now.
TimD said: >I won’t judge “The Money Program” until I’ve seen it. They’re usually very shrewd and I don’t think it’ll be the Microsoft love fest that’s being predicted.<
It really was. It was disgraceful. A half hour ad for Vista on the BBC…. [We’ve both worked for the BBC, and would usually defend it to the hilt, but this wasn’t the sort of journalism The Money Programme has been known for]. We sat there cringing while watching it.
It was particularly interesting that they never once mentioned Apple. Indeed, a couple of times the reporter mentioned Microsoft’s competitor – Google. And when Bill Gates was interviewed, he too named Microsoft’s competitor as Google….
There were lots of cuts of Microsofties saying Wow. The only good bit was right at the end when a prospective customer, when told how much it would cost to upgrade, said Wow.
How are you. A man can do all things if he but wills them.
I am from Azerbaijan and learning to speak English, tell me right I wrote the following sentence: “Your source for buying synthroid online at a fraction of”
Thanks for the help
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