Case: Dueling Computers

The dorky guy says "Hi, I'm PC", and the shaggy-haired hip guy replies, "I'm Mac". So begins a charming, awkward relationship between the pair who personify competing computers in Apple's award- winning "Get a Ma" campaign. The purpose of the campaign is to advertise the improved Mac with its Intel chip innards and make Macs as culturally relevant as Apple's phenomenally popular iPod. (Who could forget those silhouetted figures dancing to their own beat?)

Apple hired its longtime agency, TBWA/Chiat/Day, Los Angeles, to work its magic again with the Macs. The agency decided to create metaphor for the computers with two actors in the commercials. One stars in the role of the frustrating, complicated PC. The other stars as the here, the Mac guy.

The Big Idea for the commercials; create two likable personalities who could talk about product differences. As reported in Adweek, Allison Johnson, Apple's vice president of worldwide marketing said, "Apple stands for "humanizing" technology, and this is a simple, compelling way to talk about product differences. At the same time, it was important for us to makes it fun and charming".

The gentle banter between the actors reveals a respect for both PC and Mac, while highlighting the superiority of the Apple computer. According to Johnson, one of the most popular spots has been "Virus". In that commercial PC sneezes and says he has a virus that's going around. He then tells Mac that in the previous yeas there were 114,000 viruses. Mac, more immune to viruses, and says he's OK and hands PC a tissue. Other commercials highlight other Mac advantages, such as its cool "apps" and video-imaging tools.

The presentation of the campaign is simple and effective, like the design of the Mac. Set against an uncluttered white background with a childlike tune ("Having Trouble Sneezing" by Mark Mothersbaugh), the campaign focuses viewers' attention on the message and its playful tone.

The Mac/PC comparison advertising is accomplishing its goals. It's boosting sales. Apple has seen record sales, and its market share has increased by 42 percent. The New York Marketing Association awarded the campaign its Grand Effie, the top prize for advertising campaigns that communicate great ideas and demonstrate real results in accomplishing their goals.

Although the "Get a Mac" campaign is working for Apple, comparison advertising should be approached carefully. When the campaign first began running, some bloggers did not like the negative advertising technique of bad-mouthing PCs. However, criticism waned as the commercials showed they were not mean-spirited attacks on PC. Viewers can feel affection and even empathize with the PC guy's character. Some critics also argue that when advertisers engage in comparison advertising to the competition. By showing and talking about the competitor, such advertising runs the risk of helping audiences remember the competition rather than the sponsor of the ad (more about comparison advertising).

Questions

1) Do you think Apple's comparison advertising between Mac and PC works? Why or why not?

2) How important do you think each of these elements of the commercial is to the campaign's success: music, actors, dialog, setting, tone?

3) What audience that is Apple trying to reach these ads?