5/14/2010Jaime Groth, Copywriter, Draftfcb Chicago
What works now: The personal touch.
“Hi. I’m a Mac.”
“And I’m a PC.”
Everyone instantly recognizes and loves this Apple campaign from TBWA. Why?
Well, for starters, the ads are perfectly cast with Justin Long and John Hodgman as the human version of a Mac and a PC, respectively. And the dialogue between the two, which smartly revolves around the superior quality of Apple products, helps consumers to compare and contrast the facts while entertaining them. That’s no small feat for a TV spot.
Secondly, throughout the whole the “Mac vs. PC” campaign, the takeaway message—whether it revolves around Apple’s virtually virus-free OS or its ease of use—makes everyone want to BE a Mac. In an industry that’s infamous for being cold, technology driven and impersonal, this is a huge win for Apple. And the results don’t lie: Apple stock is soaring, as more and more people choose to be a Mac, rather than buy a PC.
Now, as the products get leaner and meaner and continue to outpace the competition, the ads are getting even better. Hodgman’s PC character has become hilariously desperate, trying in vain to turn the tide against Apple in every spot. And Long’s Mac character stays the same—ever reliable, calm, cool and collected. A perfect example is in one of the most recent spots, “Surprise.”
The current batch of commercials make you almost feel sorry for Hodgman’s PC character. Almost. And that’s the beauty of these spots. Truly, “Mac Vs. PC” is an all-around great brand campaign that has always worked hard for Apple…and always will.
And the spot will continue to inspire consumers not only to buy—but to BE—a Mac.
Up for discussion: So…are you a Mac or a PC, and why? Tell us in the comments! |
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