- Case Study: “Mac vs. PC” Advertisement Campaign - Hannah's Media Leap Blog
- Mac vs. PC: Business Owners Share Their Opinions
- A decade later, ad team behind iconic 'Get a Mac' campaign recounts development & production
- Dealing with Steve Jobs
- Hodgman and Long, ad characters for the ages
The American advertisements also air on Canadian, Australian, and New Zealand television, [ citation needed ] and at least 24 of them were dubbed into Spanish, French, German, and Italian. Several of the British and Japanese advertisements, although based on the originals, were slightly altered to better target the new audiences. Both the British and Japanese campaigns also feature several original ads not seen in the American campaign. The Get a Mac campaign is the successor to the Switch ads that were first broadcast in Both campaigns were filmed against a plain white background.
Apple's former CEO , Steve Jobs , introduced the campaign during a shareholders meeting the week before the campaign started. The campaign also coincided with a change of signage and employee apparel at Apple retail stores detailing reasons to switch to Macs. The ads play on perceived weaknesses of non-Mac personal computers , especially those running Microsoft Windows , of which PC is clearly intended to be a parody, and corresponding strengths possessed by the Mac OS such as immunity to circulating viruses and spyware targeted at Windows.
Case Study: “Mac vs. PC” Advertisement Campaign - Hannah's Media Leap Blog
Apple realizes that many consumers who choose PCs do so because of their lack of knowledge of the Apple brand. With this campaign, Apple was targeting those users who may not consider Macs when purchasing but may be persuaded to when they view these ads. The advertisements are presented below in alphabetical order, not chronological order.
The following is an alphabetical list of the ads that appeared in the campaign shown in the United States, Canada,  Australia and New Zealand. Several advertisements have been shown exclusively in Flash ad campaigns running on numerous websites. These ads run for approximately 20 seconds each and reference specific online advertising features such as banner ads , making it unlikely they will ever appear on television.
As well as original ads, several ads from the American campaign were reshot with new dialogue and slightly altered scenes. These ads are about 40 seconds long, which is slightly longer than the US advertisements. Several American ads were modified for the UK market. In some of these ads, the events that occur in the narrative differ significantly from the original American campaign. Others follow the original ads more closely, with only minor differences many based on the differences in characterization from the actors involved or language differences between American English and British English.
These ads are also performed by Mitchell and Webb. The ads used to be viewable at Apple's Japan website. Several American ads were modified for the Japanese market. Others follow the original ads more closely, with only minor differences many based on the differences in characterization from the actors involved. While not strictly a part of the ad campaign, Hodgman and Long appeared in videos during Steve Jobs 's keynote addresses at the , , and Worldwide Developers Conference and the MacWorld Expo.
Before the campaign's launch, Apple had seen lower sales in One month after the start of the "Get a Mac" campaign, Apple saw an increase of , Macs sold, and at the end of July , Apple announced that it had sold 1. In an article for Slate magazine, Seth Stevenson criticized the campaign as being too "mean spirited", suggesting, "isn't smug superiority no matter how affable and casually dressed a bit off-putting as a brand strategy?
They both star in the sitcom Peep Show in which, to quote the article's author, "Mitchell plays a repressed, neurotic underdog, and Webb plays a selfish, self-regarding poseur So when you see the ads, you think, 'PCs are a bit rubbish yet ultimately lovable, whereas Macs are just smug, preening tossers. Many computer experts have argued over the definition of PC , or personal computer, which can raise questions about the actual differentiation between a Mac and a PC.
Editor in Chief of PC Magazine , Lance Ulanoff states in a column in PC Magazine , "Of course, the ads would then be far less effective, because consumers might realize that the differences Apple is trying to tout aren't quite as huge as Apple would like you to believe. From Wikipedia, the free encyclopedia. This article has multiple issues. Please help improve it or discuss these issues on the talk page.
Mac vs. PC: Business Owners Share Their Opinions
Learn how and when to remove these template messages. This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: This article's tone or style may not reflect the encyclopedic tone used on Wikipedia.
See Wikipedia's guide to writing better articles for suggestions. February Learn how and when to remove this template message. Main article: I'm a PC. April 13, Retrieved October 2, New York Times.
Retrieved 2 December So I ask, once again, Hey Apple, what happened to Mac vs. Renee C. She has worked with IPWatchdog since April , where she is in charge of all of the day to day, behind-the-scenes operations of IPWatchdog. She handles all public relations, marketing and advertising inquiries and is the first point of contact for IPWatchdog.
One of her primary responsibilities with IPWatchdog includes soliciting, approving and preparing guest contributions for publication on IPWatchdog. She writes on various business and social media topics for IPWatchdog. Click to contact Renee via e-mail.
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They also may have reached the point where the ads are not bringing in significant amounts of customers anymore, as the majority of the public already gets the message they are sending. Agree with Bobby. The highly competitive markets for smartphones and tablets are where the action is, not the PC market. It should be remembered that T-Mobiles main market particularly in Europe has been younger users.
Hence this ad targets this user group very well. Your observations raise an interesting question as to whether we will see ad formats being protected in the same way as show formats such as X-Factor, The Apprentice etc. As for patents, surely the ad campaign would be a business method patent? Their high-margin producs are iphones and ipads, and content through itunes.
Once they get you in the door, they can sell you the imac or the macbook.
A decade later, ad team behind iconic 'Get a Mac' campaign recounts development & production
Even if it was just subtle suggestion or inadvertant mockery, I think perceived impersonations can get messy no matter what light the characters are portrayed in—meaning: Jobs personally had enough. I think this should show it: Thank you for taking the time to read my post and comment. I agree. The point was the marketing strategy itself was contagious. They could have employed a similar tactic for the smartphone and tablet industry.
Instead T-Mobile decided to pick up where Apple left off.
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They were fun though! Thank you for reading and for commenting. When I am at networking functions and business affairs, majority of those with smart-phones and tablets are carrying iPhones and iPads. I would say that Apple does have a significant share of the market for both. In fact majority of the tablet market share is held by Apple at about And in smart phones they hold about But again, the article was more of a rhetorical question and primarily focused on T-Mobile jumping on the Mac Vs PC bandwagon. Thank you for taking the time to read IPWatchdog and comment. You make a point I, not being an attorney, never thought of.
I would think though that since T-Mobile has been running their ads for a year now with no recourse, Apple has no intention to sue. They did not seem to come up during my TV watching time. Thank you fr your comment and for reading IPWatchdog.
Dealing with Steve Jobs
I agree with all of the comments above. There comes a time when the ad campaign dollars need to be moved to bigger and better things. I just found it quite ironic that T-Mobile decided to follow in those footsteps. They obviously got the advertising genius behind them. Low cost, very memorable, and funny.
Hodgman and Long, ad characters for the ages
It would not have made sense for them to keep up with the ads given that they are really trying to grab ahold of the smart phone and tablet market shares. Call me silly, but I really liked them and miss them even more than I miss the original Geico Caveman and the Bud — Wei — Zerrrr frog commercials. Thanks for sharing the link. It was an absolute direct mockery of the T-Mobile girl. View More…. Advertise Here.
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