Sometimes , Apple ’s video ads give as much buzz as the products they ’re encourage . The ads that make up the company ’s recently launch “ Get a Mac ” campaign are no exception .
In heavy rotation on television channels across the nation , Apple ’s raw commercialsfeature John Hodgman , The Daily Showresident expert and writer ofThe Areas of My Expertiseas a stodgy microcomputer in a grey lawsuit , juxtaposed with a Mac — a young , hipster in a denim and t - shirt — portrayed by Justin Long ofDodgeballandEd . The two banter about various thing — viruses , software , slow jamming — all of which are designed to show off the Mac ’s strengths .
So how do the new craw of ad do?Macworldinvited a panel of expert to point out on the TBWAChiatDay - develop spots . Hoag Levins is executive manufacturer ofAdAge.com , the Web site of Advertising Age ; Barbara Lippert is a editorialist forAdWeek powder magazine , and Seth Stevenson writesSlate Magazine’sAd Report Card . We ask them for their opinions on each ad , as well as the overall political campaign .
Virus
A sneezing fit make by “ that computer virus move around ” fell the PC , while the Mac stay insensible .
Stevenson : That is one of the best pratfalls I ’ve see in a while . God , John Hodgman is bright . It is really funny . All of them are bully ocular representations of the concept . They are rattling in that sense , that they really concisely , in a visual path , instance the construct . One event for me is , I have n’t done a net ton of research , but I ’ve read things that these distinctions are pop to be less true , that Macs do get viruses now . I ’ve read a few affair that would make me wait closely at these claim .
Levins : Virus speak a truth that many PC owners do n’t fully appreciate — that Macs are far less vulnerable to the computer virus that cripple so many Windows machine on a daily basis and this is a fact that can change microcomputer - possessor purchasing perceptions .
Lippert : I think the whole matter with the Virus and Restarting advertizement was nerveless and in effect . It prove how the Mac can be salutary than a microcomputer . But I remember they should have done something else with how slow personal computer are .
WSJ
The Mac and the PC talk about a recapitulation of the Macintosh appearing in theWall Street Journal .
Adlai Stevenson : Now why is the kid reading this ? “ I just happen to have this swell follow-up . ” He seems snobby—“we know how enceinte we are . ” I begrudge the demeaning of Jon Hodgman , and I receive the kid to be resentful and full of himself . If these are the representation of Mac and PC , then I ’ll take PC . There ’s no evidence to endorse those claims . So it ’s just some claims and my worked up affixation to the two character . And my emotional fastening is exclusively to John Hodgman .
LippertL I was run to call Walt Mossberg , because I was surprised to listen his name in an advertizing . manifestly he ca n’t accept any money , because that would be a conflict of interest group for him to do his column . And so I was surprised to hear Apple use his name in an advertizement .
Levins : “ WSJ ” is a bit of bitchy thrust at personal computer at the same time it accurately conveys the aureole road Macintosh intersection have been blazing through the mainstream press of late . If all these misanthropical diary keeper like mackintosh , they must be well , right ?
Restarting
The advertising is interrupt when the microcomputer freezes and has to restart ; the Mac runs off to bring IT support .
Levins : The best of the visually ascetic lot is Restarting , which is likely to bring in shamed smile to the faces of even the hardest - heart and soul microcomputer geeks . What Windows user has n’t call IT for the 14th time with the same problem and been told once again to reboot ?
Adlai Stevenson : Again , this fix me like John Hodgman good .
iLife
The PC unhappily break that it does n’t ship with the iLife multimedia system suite that make out on all Macs .
Levins : “ iLife ” expend its citation to the wildly pop iPod and iTunes to quickly intimate the ease and elegance of the Apple iLife software suite that comes bunch on every Mac . Very sly . Very nerveless . Just like the ware being hype .
Lippert : This one was very funny , I suppose the ‘ wearisome jams ’ was very funny .
Adlai Stevenson : John Hodgman is funny in this one , with his ‘ slow jams , ’ and his dancing . But the kid annoys me especially here . When he makes that little ‘ ffffft ’ phone , with the hand gesture , it ’s objectionable .
Better
The Mac contends that it ’s better at “ life poppycock ” such as assembling exposure book , editing movies , and creating web sites .
Lippert : “ Better , ” I thought , was a very unspoiled one . But the more you watch it you think “ Oh my God , that ’s their whole safari . ” Then you realize the whole affair could have been done by a Mac user on his computing machine . But [ the advertizing are ] so wide-eyed , that ’s the genius of them . They are so pre - tech and low - tech that they seem like they ’ve been icons forever , they seem like they are already in the landscape painting .
Levins : “ Better ” captures that elusive essence that has make Mac gospeler from the earliest day to feel such a kinship with Apple technology . It ca n’t be precisely define or express , but like porno , you know it when you see it .
Stevenson : This one I kind of resented because I hate when people recite me this is better , and do n’t provide any argument as to why . I ’m leave inquire , “ what makes it better ? Does it have a well nontextual matter mainframe or what ? ” I ’m also not indisputable about cede spreadsheet territory to the PC . Have they really designed their stigma so that it say “ We ’re into life style , and if you ’re into math , draw a blank it ? ”
connection
The Mac and the PC speak each other ’s language . But the Mac communicates with other devices , too .
Stevenson : I love the connection ad when the Nipponese adult female comes out and then pulls out the exposure print … John Hodgman ’s speaking Italian . This one in special is a beautiful visual interpretation of a complex concept . This may be the good one .
Lippert : I think at first that was live on to be amazingly sexist — like a express mirth geisha girl — but it wrick out to much comic and much more sophisticated .
Levins : web , which dish out the marketingcoup de gracein its “ Everything works easily with a Mac ” personal credit line , makes its point in a wonderfully cunning and memorable manner . commonplace of all the gimmick connectivity hassles inherent to PC ? Go Mac .
Overall Impressions
Levins : Apple ’s raw Macintosh ads are ridiculously simple yet enormously effective . Or , perhaps that ’s just because , here atAdvertising Age , I work on both a personal computer and a Mac and go the comparison as a arcminute - to - minute daily realism . The ads capture this experience in a way that rings absolutely true .
Lippert : My overall effect when I first insure it , I thought , “ Wow Steve Jobs has awful cojones ” to picture the Mac bozo like that — a nerveless version of himself — while the PC guy is a fertile , more Dilbert , reading of Bill Gates . And then I realized the guy playing the PC guy wire is John Hodgman , and I loved his book .
To make it this simple — not to see any hardware or software — is amazing . The feeling , I estimate , is everyone who want to see [ a Mac ] can go to an Apple Store and see one . I ’m not sure that ’s the right approach , but I do think that give what the iPod has accomplish , build people aware of Apple , this will call forth people in an unconscious direction .
Adlai Ewing Stevenson : In general , I think it ’s hunky-dory . I like that they have a friendly relationship , an amiable relationship , between the Mac and PC . My job is that I have a more appealing relationship with the personal computer guy than the Mac guy wire . I really wish John Hodgman , I know who he is . But the kid [ Justin Long ] fromDodgeballis this sort of greasy sort of hombre , who looks like every other hippy . It ’s too on the ball with the Mac prototype ; of course it ’s some unshaved hippy in a hoodie . I do n’t desire to be like that , another unshaven guy in a hoodie with low - slung jean . I ’d much rather be John Hodgman
The other general thing about the ads , they were directed by Phil Morrison , who is mythical . He directedJunebug , which I recall may have been the good motion-picture show last yr . He also directed the Volkswagen “ Safe Happens ” ads which have been everywhere . He ’s a scantling director even if these advertizing do n’t give him much of a chance . I suppose it was worth mention what incredible talent they lined up .
