Get a Mac
Encyclopedia
The Get a Mac campaign is a television advertising campaign
created for Apple Inc. by TBWA\Media Arts Lab, the company's advertising agency, that ran from 2006 to 2009. Shown in the United States, Canada, Australia, New Zealand, the United Kingdom, and Japan, the advertisements in the campaign have become easily recognizable because each advertisement follows a standard simple template: against a minimalist all-white background, a man dressed in casual clothes introduces himself as a Mac
("Hello, I'm a Mac."), while a man in a more formal suit-and-tie combination introduces himself as a Windows
personal computer
("And I'm a PC
."). The two then act out a brief vignette
, in which the capabilities and attributes of Mac and PC are compared, with PC—characterized as formal and somewhat polite, though stuffy and overly concerned with work—often being frustrated by the more laid-back Mac's abilities. The older ones shifted focus away from comparing features of the computer systems to a more general comparison. The later ones, however, mainly concerned Windows Vista
and, at the end, Windows 7.
The original American advertisements star actor Justin Long
, as the Mac, and author and humorist John Hodgman
, as the non-Mac PC, and are directed by Phil Morrison
. The American ads also air on Canadian, Australian, and New Zealand television, and at least 24 of them were dubbed into Spanish, French, German, and Italian. The British campaign stars comedic duo Robert Webb
as Mac and David Mitchell
as PC while the Japanese campaign features the comedic duo Rahmens
. Although several of the British and Japanese ads originated in the American campaign, they are generally slightly altered to suit local sensibilities. 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 2002. 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 Get a Mac campaign received the Grand Effie Award in 2007. The song in the commercial is called "Having Trouble Sneezing" composed by Mark Mothersbaugh
but is better known as "Get a MAC Melody".
s, 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). Each of the ads is about 30 seconds in length and is accompanied by a song called "Having Trouble Sneezing," which was composed by Mark Mothersbaugh
. The advertisements are presented below in alphabetical order, not chronological order.
ad campaigns running on numerous websites. Unlike the ads shown on television, these advertisements have not been posted as high-quality QuickTime videos on Apple's website. 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.
The titles are taken from the Flash-video file names.
For the British market, the ads were recast with the popular British comedy double act Mitchell and Webb
in the lead roles; David Mitchell
as PC and Robert Webb
as Mac. 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. All of the ads used to be viewable at Apple's UK website.
The following ads are exclusive to the UK:
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 adapted ads are
, a Japanese comedy duo. The ads used to be viewable at Apple's Japan website.
The following ads are exclusive to Japan:
Several American ads were modified for the Japanese 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).
The adapted ads are
's keynote addresses at the 2006, 2007, and 2009 Worldwide Developers Conference
and the 2008 MacWorld Expo
.
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?".
In an article in The Guardian
, Charlie Brooker
points out that the use of the comedians Mitchell and Webb in the UK campaign is curious. 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.'"
, 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 2008 column in PC Magazine:
responded to the Get a Mac advertising campaign in late 2008 by releasing the I'm a PC
campaign, featuring Microsoft employee Sean Siler as a John Hodgman look-alike. While Apple's ads show personifications of both Mac and PC systems, the Microsoft ads show PC users instead proudly defining themselves as PCs.
, to promote Linux
, represented by a young and fashionable woman. A different set of videos parodying the campaign have been produced, but with Linux portrayed as a typical male nerd
.
Late Show with David Letterman
made parodies of the Get a Mac campaign, from Mac's wig being taken off by PC to reveal baldness, to Mac as David Hasselhoff
eating a cheeseburger drunk.
An amateur video series has been posted on YouTube, consisting of superhero action figures discussing their differences in "I'm a Marvel
...and I'm a DC
". The series talks about the movie success of both Marvel and DC.
On an episode of Air Farce Live
, aired around the time of the Canadian federal election, had a sketch where one of the comedians was introduced as a Liberal, and the other as a PC (Progressive Conservative). The sketch was split into separate parts during the episode.
To promote Steam on Mac, Valve
made a parody with Portal and Team Fortress 2
sentry guns.
City of Heroes
offered a series of online video parodies with a commercial featuring dialog centered around two machinima
characters. They all start the same: one proclaiming "I'm a hero" and the other proclaiming "I'm a villain." The video was made to promote their new Mac edition of the game for OS X computers, released in February 2009.
Instant Star
and Degrassi: The Next Generation
were in a parody where they would describe their own shows. Alexz Johnson
portrayed Instant Star (Johnson portrays Jude Harrison in the show) and Miriam McDonald
portrayed Degrassi (McDonald portrays Emma Nelson in the show).
T-Mobile USA
launched in 2010 an ad campaign for the T-Mobile 4G product, which features model/actress Carly Foulkes
as a 4G phone going up against Apple's iPhone 4
which at the time was exclusively on competitor AT&T Mobility. (Apple has since released a CDMA-compatible iPhone for Verizon Wireless
.) The commercials are strikingly similar as both feature a white background and two people representing the products. Due to AT&T
announcing its purchase of T-Mobile USA on March 20, 2011, the ads are expected to end.
Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...
created for Apple Inc. by TBWA\Media Arts Lab, the company's advertising agency, that ran from 2006 to 2009. Shown in the United States, Canada, Australia, New Zealand, the United Kingdom, and Japan, the advertisements in the campaign have become easily recognizable because each advertisement follows a standard simple template: against a minimalist all-white background, a man dressed in casual clothes introduces himself as a Mac
Macintosh
The Macintosh , or Mac, is a series of several lines of personal computers designed, developed, and marketed by Apple Inc. The first Macintosh was introduced by Apple's then-chairman Steve Jobs on January 24, 1984; it was the first commercially successful personal computer to feature a mouse and a...
("Hello, I'm a Mac."), while a man in a more formal suit-and-tie combination introduces himself as a Windows
Microsoft Windows
Microsoft Windows is a series of operating systems produced by Microsoft.Microsoft introduced an operating environment named Windows on November 20, 1985 as an add-on to MS-DOS in response to the growing interest in graphical user interfaces . Microsoft Windows came to dominate the world's personal...
personal computer
Personal computer
A personal computer is any general-purpose computer whose size, capabilities, and original sales price make it useful for individuals, and which is intended to be operated directly by an end-user with no intervening computer operator...
("And I'm a PC
Wintel
Wintel is a portmanteau of Windows and Intel, referring to personal computers using Intel x86 compatible processors running Microsoft Windows...
."). The two then act out a brief vignette
Vignette (literature)
In theatrical script writing, sketch stories, and poetry, a vignette is a short impressionistic scene that focuses on one moment or gives a trenchant impression about a character, an idea, or a setting and sometimes an object...
, in which the capabilities and attributes of Mac and PC are compared, with PC—characterized as formal and somewhat polite, though stuffy and overly concerned with work—often being frustrated by the more laid-back Mac's abilities. The older ones shifted focus away from comparing features of the computer systems to a more general comparison. The later ones, however, mainly concerned Windows Vista
Windows Vista
Windows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
and, at the end, Windows 7.
The original American advertisements star actor Justin Long
Justin Long
Justin Jacob Long is an American film and television actor. He is best known for his roles in the Hollywood films Galaxy Quest, Jeepers Creepers, Dodgeball, Live Free or Die Hard, He's Just Not That into You, Drag Me to Hell, and Youth in Revolt, and his personification of a Mac in Apple's "Get a...
, as the Mac, and author and humorist John Hodgman
John Hodgman
John Kellogg Hodgman is an American author, actor, and humorist. In addition to his published written works, such as The Areas of My Expertise, More Information Than You Require, and That Is All, he is known for his personification of a PC in contrast to Justin Long's personification of a Mac in...
, as the non-Mac PC, and are directed by Phil Morrison
Phil Morrison (director)
Phil Morrison is an American film director best known for the Academy Award-nominated feature film, Junebug.In 2006, Morrison directed the "Get a Mac" advertising campaign for Apple Inc..-External links:...
. The American ads also air on Canadian, Australian, and New Zealand television, and at least 24 of them were dubbed into Spanish, French, German, and Italian. The British campaign stars comedic duo Robert Webb
Robert Webb (actor)
Robert Webb is an English actor, comedian and writer, and one half of the double act Mitchell and Webb, alongside David Mitchell.-Early life:...
as Mac and David Mitchell
David Mitchell (actor)
David James Stuart Mitchell is a British actor, comedian and writer. He is half of the comedy duo Mitchell and Webb, alongside Robert Webb, whom he met at Cambridge University. There they were both part of the Cambridge Footlights, of which Mitchell became President. Together the duo star in the...
as PC while the Japanese campaign features the comedic duo Rahmens
Rahmens
is a Japanese comedy duo consisting of Jin Katagiri and Kentarō Kobayashi . The pair first met in Tama Art University, Tokyo. They started out as a konto group in 1996. They are known in the US as Mac and PC in the Japanese "Get a Mac" advertisement. They starred in the "Japanese Tradition"...
. Although several of the British and Japanese ads originated in the American campaign, they are generally slightly altered to suit local sensibilities. 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
Apple Switch ad campaign
Switch was an advertising campaign launched by Apple Computer on June 10, 2002. It featured what the company referred to as "real people" who had "switched" from the Microsoft Windows platform to the Mac. An international television and print ad campaign directed users to a website where various...
that were first broadcast in 2002. Both campaigns were filmed against a plain white background. Apple's former CEO, Steve Jobs
Steve Jobs
Steven Paul Jobs was an American businessman and inventor widely recognized as a charismatic pioneer of the personal computer revolution. He was co-founder, chairman, and chief executive officer of Apple Inc...
, 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 Get a Mac campaign received the Grand Effie Award in 2007. The song in the commercial is called "Having Trouble Sneezing" composed by Mark Mothersbaugh
Mark Mothersbaugh
Mark Allen Mothersbaugh is an American musician, composer, singer and painter. He is the co-founder of the new wave band Devo and has been its lead singer since 1972. His other musical projects include work for television series, films, and video games....
but is better known as "Get a MAC Melody".
Advertisements
The following is a brief summary of the different ads that appear in the various campaigns. All of the ads play on perceived weaknesses of standard non-Mac personal computerPersonal computer
A personal computer is any general-purpose computer whose size, capabilities, and original sales price make it useful for individuals, and which is intended to be operated directly by an end-user with no intervening computer operator...
s, especially those running Microsoft Windows
Microsoft Windows
Microsoft Windows is a series of operating systems produced by Microsoft.Microsoft introduced an operating environment named Windows on November 20, 1985 as an add-on to MS-DOS in response to the growing interest in graphical user interfaces . Microsoft Windows came to dominate the world's personal...
, 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
Spyware
Spyware is a type of malware that can be installed on computers, and which collects small pieces of information about users without their knowledge. The presence of spyware is typically hidden from the user, and can be difficult to detect. Typically, spyware is secretly installed on the user's...
targeted at Windows). Each of the ads is about 30 seconds in length and is accompanied by a song called "Having Trouble Sneezing," which was composed by Mark Mothersbaugh
Mark Mothersbaugh
Mark Allen Mothersbaugh is an American musician, composer, singer and painter. He is the co-founder of the new wave band Devo and has been its lead singer since 1972. His other musical projects include work for television series, films, and video games....
. The advertisements are presented below in alphabetical order, not chronological order.
North American campaign
The following is an alphabetical list of the ads that appeared in the campaign shown in the United States and Canada.- Accident—A wheelchair-bound PC, who is wearing casts on his arms, explains that he fell off his desk when someone tripped over his power cord, thus prompting Mac to point out that the MacBookMacBookThe MacBook was a brand of Macintosh notebook computers built by Apple Inc. First introduced in May 2006, it replaced the iBook and 12-inch PowerBook series of notebooks as a part of the Apple–Intel transition. Positioned as the low end of the MacBook family, the Apple MacBook was aimed at the...
's and MacBook ProMacBook ProThe MacBook Pro is a line of Macintosh portable computers introduced in January 2006 by Apple. It replaced the PowerBook G4 and was the second model, after the iMac, to be announced in the Apple–Intel transition...
's magnetic power cordMagSafeMagSafe is a proprietary magnetically-attached power connector introduced by Apple Inc. on January 10, 2006 in conjunction with the MacBook Pro at the Macworld Expo in San Francisco...
prevents such an occurrence. The Macbook at the end of the ad gets its cord pulled out of it, detaching harmlessly. - Angel/Devil—Mac gives PC an iPhotoIPhotoiPhoto is a digital photograph manipulation software application developed by Apple Inc. and released with every Macintosh personal computer as part of the iLife suite of digital life management applications...
book to view. Suddenly, angel and devil versions of PC appear behind him. The angel encourages PC to compliment Mac, while the devil prods PC to destroy the book. In the end, PC says the book is good, and then turns around, feeling the air where the angel and devil versions of PC were. - Bake Sale—PC is seen having a bake sale. When Mac questions PC regarding the occasion, PC replies that he is trying to raise money by himself in order to fix Vista's problems. Mac decides to contribute by buying a cupcake and as soon as he takes a bite, PC wants Mac to pay ten million dollars for it.
- Bean Counter—PC is doing a little budgeting and admits that Vista's problems are frustrating PC users and that it's time to take drastic action: spending almost all of the money on advertising. When Mac asks PC if he thinks the small amount of money left will fix Vista, PC reallocates all of it to advertising. This ad coincided with the introduction of Microsoft's "I'm a PCI'm a PC"I'm a PC" is the title for a television advertising campaign created for Microsoft by ad agency Crispin Porter + Bogusky . The series first began to appear in September, 2008...
" campaign. - Better—Mac praises PC’s ability with spreadsheetSpreadsheetA spreadsheet is a computer application that simulates a paper accounting worksheet. It displays multiple cells usually in a two-dimensional matrix or grid consisting of rows and columns. Each cell contains alphanumeric text, numeric values or formulas...
s, but explains that he is better with life stuff, such as music, pictures, and movies. PC defensively asks what Mac means by "better," only to sheepishly claim a different definition when Mac tells him. - Better Results—PC and Mac discuss making home movies, and show each other their efforts. Supermodel Gisele BündchenGisele BündchenGisele Caroline Bündchen is a Brazilian fashion model, occasional film actress and goodwill ambassador for the UN Environment Programme.In the late 1990s, Bündchen became one of the first in a wave of Brazilian models to find success...
enters, representing Mac's movie, while PC's movie is represented by a man with a hairy chest and a blonde wig wearing a dress similar to Bündchen's. PC states that there's some work in progress with his movie. - Biohazard Suit—PC first appears wearing a biohazard suit to protect himself from PC viruses and malware, of which PC says there are 20,000 discovered every day. Mac asks PC if he is going to live in the suit for the rest of his life, and PC cannot hear him because he is too protected by his virus-proof mask, and takes it off. PC then shrieks and struggles to place it on again.
- Boxer—PC is introduced as if he was in a BoxingBoxingBoxing, also called pugilism, is a combat sport in which two people fight each other using their fists. Boxing is supervised by a referee over a series of between one to three minute intervals called rounds...
match, stating that he's not going down without a fight. Mac says back that it's not a competition but, rather, people switching to a computer that's simpler and more intuitive. The ring announcer admits his brother-in-law got a Mac and loves it. - Breakthrough—Mac and PC's therapist (played by Corinne BohrerCorinne BohrerCorinne Vilhelma Bohrer is an American movie and television actress.-Early life:She grew up in Arlington, Texas, a suburb of the Dallas – Fort Worth Metroplex area, where she attended Lamar High School. She was active in drama, band, and student government...
, see "Counselor" below) suggest that PC's problems are simply a result of software and hardware coming from various places, whereas Mac gets all his hardware and software from one place. "It's not my fault!" PC keeps repeating with support of Mac and the therapist. Then PC concludes, "It's Mac's fault! It's Mac's fault!" with Mac and the therapist disappointed in PC's conclusion. PC ends with the comment "What a Breakthrough!" - Broken Promises—PC tells Mac how excited he is about the launch of Windows 7 and assures him it won't have the same problems as Vista. However, Mac feels like he heard this before, and has a series of flashbacks about PC assuring Mac about Windows VistaWindows VistaWindows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
, XPWindows XPWindows XP is an operating system produced by Microsoft for use on personal computers, including home and business desktops, laptops and media centers. First released to computer manufacturers on August 24, 2001, it is the second most popular version of Windows, based on installed user base...
, MeWindows MeWindows Millennium Edition, or Windows Me , is a graphical operating system released on September 14, 2000 by Microsoft, and was the last operating system released in the Windows 9x series. Support for Windows Me ended on July 11, 2006....
, 98Windows 98Windows 98 is a graphical operating system by Microsoft. It is the second major release in the Windows 9x line of operating systems. It was released to manufacturing on 15 May 1998 and to retail on 25 June 1998. Windows 98 is the successor to Windows 95. Like its predecessor, it is a hybrid...
, 95Windows 95Windows 95 is a consumer-oriented graphical user interface-based operating system. It was released on August 24, 1995 by Microsoft, and was a significant progression from the company's previous Windows products...
, and 2.0Windows 2.0Windows 2.0 is a 16-bit Microsoft Windows GUI-based operating environment that was released on December 9, 1987 and is the successor to Windows 1.0. With Windows 2.1x in 1988, Windows 2.0 was supplemented by Windows/286 and Windows/386...
. On the last flashback, he says "Trust me." Back in the present, he says this time it's going to be different, then says "Trust me." in an almost identical way to the flashback. - Calming Teas—PC announces calming teas and bath salts to make Vista's annoyances easier to live with, such as 'Crashy-time Chamomile', 'Missing Driver Mint', 'Pomegranate Patience', and 'Raspberry Restart'. He doesn't get time to talk about his Bath Salts.
- Choose a Vista—Confused about which of the six versions of Windows VistaWindows VistaWindows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
to get, PC spins a big game wheel. PC lands on Lose a Turn, and Mac questions why PC put that space on the wheel. - Computer Cart—PC and three other men in suits are on a computer cart. When Mac asks why, PC says that he gets an error with a Windows Media PlayerWindows Media PlayerWindows Media Player is a media player and media library application developed by Microsoft that is used for playing audio, video and viewing images on personal computers running the Microsoft Windows operating system, as well as on Pocket PC and Windows Mobile-based devices...
Dynamic-link libraryDynamic-link libraryDynamic-link library , or DLL, is Microsoft's implementation of the shared library concept in the Microsoft Windows and OS/2 operating systems...
file (WMP.DLL), and that the others suffer from similar errors (The man in the beige suit represents error 692, the man in the grey suit represents a Syntax errorSyntax errorIn computer science, a syntax error refers to an error in the syntax of a sequence of characters or tokens that is intended to be written in a particular programming language....
, and the man in the bottom of the cart represents Fatal errorFatal errorIn computing, a fatal error or fatal exception error is an error that causes a program to abort and may therefore return the user to the operating system. When this happens, data that the program was processing may be lost. A fatal error is usually distinguished from a fatal system error...
in which PC whispers, "He's a goner," after the commercial). Mac explains that Macs don't get cryptic error messages. - Counselor—PC and Mac visit a psychotherapist (played by Corinne BohrerCorinne BohrerCorinne Vilhelma Bohrer is an American movie and television actress.-Early life:She grew up in Arlington, Texas, a suburb of the Dallas – Fort Worth Metroplex area, where she attended Lamar High School. She was active in drama, band, and student government...
) to resolve their differences. However, while Mac finds it easy to compliment PC ("You are a wizard with numbers and you dress like a gentlemanGentlemanThe term gentleman , in its original and strict signification, denoted a well-educated man of good family and distinction, analogous to the Latin generosus...
"), PC's resentment is too deep for him to reciprocate ("I guess you are better at creating stuff, even though it's completely juvenile and a waste of time."). The counselor suggests that they come twice a week. - Customer Care—Mac is seen again with an Apple Genius, a real-life person who can help you with your Mac problems. PC then has a short montage of endless automated customer-support messages, never reaching a real person, which is not to PC's liking, and he then says that his source of help is 'the same' as Mac Genius.
- Elimination—PC attempts to find Megan, a new laptop hunter, the perfect PC. Unfortunately, no PCs are 'immune' to viruses, which is Megan's #1 concern, so PC leaves her with Mac.
- Flashback—Mac asks PC if he would like to see the website and home movie that he made. This prompts PC to remember a time when both he and Mac were children: when the younger Mac asks the younger PC if he would like to see some artwork he did, the younger PC takes out a calculator and calculates the time they have just wasted. (This may be a reference to the time when PC's were text-based, while Macs were slower but had GUIs) Returning from the flashback, PC does the same thing.
- Genius—Mac introduces PC to one of the Apple Geniuses from the Apple Retail Store's Genius BarGenius BarThe Genius Bar is a tech support station located inside every Apple Retail Store, the purpose of which is to offer help and support for Apple products. Ron Johnson, the Senior Vice President for Retail, has often referred to the Genius Bar as the "heart and soul of our stores". Employees are...
. PC tests the Genius, starting with math questions, which culminates in asking her, on a scale of one to ten, how much does he loathe Mac, to which she answers "Eleven," and PC says "She's good. Very good." - Gift Exchange—Mac and PC exchange gifts for Christmas; PC, who is hoping for a C++C++C++ is a statically typed, free-form, multi-paradigm, compiled, general-purpose programming language. It is regarded as an intermediate-level language, as it comprises a combination of both high-level and low-level language features. It was developed by Bjarne Stroustrup starting in 1979 at Bell...
GUIGuiGui or guee is a generic term to refer to grilled dishes in Korean cuisine. These most commonly have meat or fish as their primary ingredient, but may in some cases also comprise grilled vegetables or other vegetarian ingredients. The term derives from the verb, "gupda" in Korean, which literally...
programming guide, is disappointed to receive a photo album of previous Get a Mac ads made on iPhotoIPhotoiPhoto is a digital photograph manipulation software application developed by Apple Inc. and released with every Macintosh personal computer as part of the iLife suite of digital life management applications...
, and Mac receives from PC a C++C++C++ is a statically typed, free-form, multi-paradigm, compiled, general-purpose programming language. It is regarded as an intermediate-level language, as it comprises a combination of both high-level and low-level language features. It was developed by Bjarne Stroustrup starting in 1979 at Bell...
GUI programming guide. - Goodwill—Mac and PC agree to put aside their differences because of the Christmas season. Although PC momentarily slips and states that Mac wastes his time with frivolous pursuits like home movies and blogs, the two agree to, as Mac says, "Pull it into hug harbor," and they wish each other a good holiday.
- Group—PC is at a help group for PCs living with Vista. The other PCs there tell him to take it one day at a time and that he is facing the biggest fact of all—that Vista isn't working as it should. They all wish the Vista problems will go away sooner and a lot easier. One of them says pleasingly that he has been error-free for a week and starts to repeat himself uncontrollably and the others get discouraged.
- iLife—PC is listening to an iPodIPodiPod is a line of portable media players created and marketed by Apple Inc. The product line-up currently consists of the hard drive-based iPod Classic, the touchscreen iPod Touch, the compact iPod Nano, and the ultra-compact iPod Shuffle...
and praises iTunesITunesiTunes is a media player computer program, used for playing, downloading, and organizing digital music and video files on desktop computers. It can also manage contents on iPod, iPhone, iPod Touch and iPad....
. Mac replies that the rest of iLifeILifeiLife is a suite of software applications developed by Apple for organizing, editing, and publishing photos, movies, and music. The suite comprises five applications: iPhoto, iMovie, iDVD, GarageBand, and iWeb, all of which run on the Mac OS X operating system....
works just as well and comes on every Mac. PC defensively responds by listing the cool apps that he comes with—but can only identify Calculator and Clock. - I Can Do Anything—An animated Get a Mac commercial designed for the holidays. PC asks Mac why he loves the holidays so much. Mac says it is the season for peace on Earth. PC says that they get to be animated and can do anything. PC demonstrates by floating in the air, building a snowman in fast motion, and talking to animals. PC asks a bunny hopping by where he is going. The bunny replies by saying he's going to the Apple Store for some last-minute gifts. PC then purposely tips the snowman's head off making it fall on the bunny and, sarcastically apologizes to him, calling himself clumsy. The animation is like the Get a Mac Santa Claus ad in a style similar to the Rankin/BassRankin/BassRankin/Bass Productions, Inc. , also known as Rankin/Bass Animated Entertainment, was an American production company, known for its seasonal television specials, particularly its work in stop-motion animation. The pre-1974 library is currently owned by Classic Media,while the post-1974 library is...
animation style. - Legal Copy—Every time PC says something positive about himself, the legal copy that appears on the screen increases. He finally states that PCs are now 100% trouble-free, and the legal copy covers the whole screen.
- Meant for Work—PC, looking haggard and covered in stickers, complains about the kids who use him and their activities, such as making movies and blogging, which are wearing him out, saying that he cries himself to sleep modeSleep modeSleep mode refers to a low power mode for electronic devices such as computers, televisions, and remote controlled devices. These modes save significant electrical consumption compared to leaving a device fully on and idle, but allow the user to avoid having to reset programming codes or wait for a...
every night. He complains that, unlike Mac, he is meant more for office work. PC then trudges off because his user wants to listen to some emoEmo (music)Emo is a style of rock music characterized by melodic musicianship and expressive, often confessional lyrics. It originated in the mid-1980s hardcore punk movement of Washington, D.C., where it was known as "emotional hardcore" or "emocore" and pioneered by bands such as Rites of Spring and Embrace...
, and, with a loud groan, trudges off to show an AnarchyAnarchyAnarchy , has more than one colloquial definition. In the United States, the term "anarchy" typically is meant to refer to a society which lacks publicly recognized government or violently enforced political authority...
sticker on his back. - Misprint—PC is on the phone with PC WorldPC World (magazine)PC World is a global computer magazine published monthly by IDG. It offers advice on various aspects of PCs and related items, the Internet, and other personal-technology products and services...
, attempting to report a misprint. He explains how they said, "The fastest Windows Vista notebookLaptopA laptop, also called a notebook, is a personal computer for mobile use. A laptop integrates most of the typical components of a desktop computer, including a display, a keyboard, a pointing device and speakers into a single unit...
we tested this year is a Mac." PC goes on to argue how impossible it is for a Mac to run Vista faster than a PC while Mac tries to explain that it is true. While arguing with PCWorld over the phone, PC says that he'll put Mac on the line to set things straight. However, he instead lowers his voice and talks cool in an attempt to impersonate Mac, saying that PCs are faster. - Network—Mac and PC, holding hands to demonstrate their ability to network with each other, are joined by a Japanese woman representing a new digital camera, who enters and takes the Mac character's hand. While Mac and the camera are perfectly compatible and speak to each other fluently, PC—who cannot speak Japanese—is utterly confused and unable to communicate, representing that Windows PCs need a driver installation with virtually all new hardware.
- Now What—PC begins by showing off his new, long book, I Want to Buy a Computer — Now What? to help customers deal with all the difficult computer-buying decisions, with no one out there to help. Mac then replies that buying a computer is in fact really easy, explaining that at Apple StoresApple Store (retail)The Apple Retail Store is a chain of retail stores owned and operated by Apple Inc., dealing in computers and consumer electronics. The stores sell Macintosh personal computers, software, iPods, iPads, iPhones, third-party accessories, and other consumer electronics such as Apple TV...
there are personal shoppers to help you find the perfect Mac. Mac goes on to say that there are even workshops there to teach people about using the computers. Upon hearing this, PC says that he also thought of this and brings out the companion volume, I Just Bought a Computer — Now What? - Office Stress—Mac's new Microsoft OfficeMicrosoft OfficeMicrosoft Office is a non-free commercial office suite of inter-related desktop applications, servers and services for the Microsoft Windows and Mac OS X operating systems, introduced by Microsoft in August 1, 1989. Initially a marketing term for a bundled set of applications, the first version of...
2008 has just been released. In the box that PC gives Mac is a stress toy for him to use when he gets overwhelmed from doing lots more work, which PC begins using as he complains that Microsoft Office is also compatible with Mac and that he wants to switch his files over and he is getting less work than Mac, eventually breaking the toy. - Off the Air—Mac and PC show up with a Mac Genius who says that it is now easier than ever to switch to a Mac and that a Mac Genius can switch over a PCs files to a new Mac for free. PC then says that it is fear that keeps people from switching and that people don't need to hear about the Mac Genius. In protest he pulls a cover over the camera which has a test cardTest cardA test card, also known as a test pattern in North America and Australia, is a television test signal, typically broadcast at times when the transmitter is active but no program is being broadcast...
drawn on it and declares that they are off the air. - Out of the Box—Mac (in a white box) and PC (in a brown box doing some exercises) are discussing what they will do when they are unpacked. Mac says that he can get started right away, but PC is held up by the numerous activities that he must complete before being useful. Mac eventually leaves to get right to work, but PC is forced to wait for parts that are still in other boxes.
- PC Choice Chat—PC has his own radio talk show called PC Choice Chat, and people begin to call in asking for advice on which computer to get. All the callers ask for advice on a computer that would qualify as a Mac but not a PC, as one caller asks for a computer that is for people who hate getting viruses. One other caller asks for PC help like Mac genius, and another wants to switch to Mac. PC ignores these calls.
- PC Innovations Lab—PC, who has wrapped another PC in Bubble WrapBubble WrapBubble wrap is a pliable transparent plastic material commonly used for packing fragile items. Regularly spaced, protruding air-filled hemispheres provide cushioning for fragile items....
, is saying that the Bubble Wrap is actually a security shield. Mac tries to speak, but PC cuts him off, showing another PC who apparently has cupholders on his shoulders. The cupholders are full of foam coffee cups, and PC takes a full coffee cup, pretending to toast the cup and saying, "Cheers to innovation". - PC News—PC is sitting at a news desk and turns it over to a correspondent at what seems to be a launch party for Windows 7 until a person being interviewed reveals that he is switching to a Mac. PC is surprised by this and asks why, and more people speak of how Mac is #1 with customer satisfaction and PC finally says to cut the feed. This is one of two commercials where Mac and PC acknowledge that they are in a commercial. PC: "Let's go to a commercial." Mac: "We are a commercial". PC: "Let's go to another commercial".
- Pep Rally—PC is introduced by a cheerleading squad. When asked to explain, PC explains that Mac's number-one status on college campuses with his built-in iSightISightiSight is a webcam, both external and internal, developed and marketed by Apple Inc. The external iSight was sold retail for US$149, connected to a computer via a FireWire cable, and came with a set of mounts to place it atop any then-current Apple display, laptop computer, all-in-one desktop...
camera, his Stable operating system, and being able to run Microsoft OfficeMicrosoft OfficeMicrosoft Office is a non-free commercial office suite of inter-related desktop applications, servers and services for the Microsoft Windows and Mac OS X operating systems, introduced by Microsoft in August 1, 1989. Initially a marketing term for a bundled set of applications, the first version of...
so well, so he is trying to win students back with a pep rally. The cheerleaders cheer, "Mac's Number One!" and upon PC's complaint, they cheer, "PC's Number Two!" - Party is Over—PC unhappily throws a party celebrating the release of Windows VistaWindows VistaWindows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
. He complains to Mac that he had to upgrade his hardware and now can't use some of his old software and peripherals. He then talks with one of the party members about throwing another in five years, which turns into five years and a day, and so on. - Pizza Box—PC tries to attract college students by posing as a free box of pizza. This ad was aired during Apple's 2008 back-to-school promotion.
- Podium—PC, in the style of a political candidate, is standing at a podium making declarations about Windows VistaWindows VistaWindows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
, urging those who are having compatibility problems with existing hardwareHardwareHardware is a general term for equipment such as keys, locks, hinges, latches, handles, wire, chains, plumbing supplies, tools, utensils, cutlery and machine parts. Household hardware is typically sold in hardware stores....
to simply replace them and to ignore the new features of Mac OS X Leopard. However, he privately admits to Mac that he himself has downgraded to Windows XPWindows XPWindows XP is an operating system produced by Microsoft for use on personal computers, including home and business desktops, laptops and media centers. First released to computer manufacturers on August 24, 2001, it is the second most popular version of Windows, based on installed user base...
three weeks ago. His key slogan is It's not about what Vista can do for you, it's what you can buy for Vista. - PR Lady—Mac and PC are joined by a public relationsPublic relationsPublic relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
representative (played by Mary Chris WallMary Chris WallMary Chris Wall is an actress, who is best known for the role of Ellen Talbot, the mother of Joe Talbot, on the 1995-1998 children's television show Wishbone that aired on PBS...
), who has been hired by PC to place a positive spin on the reaction to Windows VistaWindows VistaWindows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
and claims that many people are even downgrading back to Windows XPWindows XPWindows XP is an operating system produced by Microsoft for use on personal computers, including home and business desktops, laptops and media centers. First released to computer manufacturers on August 24, 2001, it is the second most popular version of Windows, based on installed user base...
, but her response to claims that more people are switching to Mac instead is a sheepish "No comment." - Referee—A referee is present, according to PC, to make sure that Mac doesn't go on saying that Leopard is better and faster than Vista. When Mac defends himself saying that it was The Wall Street JournalThe Wall Street JournalThe Wall Street Journal is an American English-language international daily newspaper. It is published in New York City by Dow Jones & Company, a division of News Corporation, along with the Asian and European editions of the Journal....
that compared the two, PC complains, and the referee sides with Mac. Upon insulting the referee, PC gets ejected, but PC rebuts, saying that he has nowhere to go (in the ad's area). - Restarting—Mac and PC explain how they both have a lot in common, but their discussion is hampered by PC's unfortunate habit of freezing and restarting.
- Sabotage—PC is present, but a different actor appears in Mac's place, obviously reciting poorly memorized lines to flatter PC. The real Mac arrives soon after, and while PC sheepishly denies anything is happening, Impostor Mac tells Real Mac that he's a big fan.
- Sad Song—PC sings a short country-and-Western-style song because Vista has gotten him feeling down. The song is about people leaving him for Mac and that Vista's got issues. A hound-dog then howls, which Mac claims is a nice touch. A longer version ends with Mac asking PC if the dog is his, which it isn't.
- Sales Pitch—Although Mac introduces himself as usual, PC says, "And buy a PC." He explains that Mac's increasing popularity is forcing him to be more forward in his self-promotion, and is reduced to holding up red signs with various pitches on them.
- Santa Claus—Another animated Get a Mac commercial featuring Santa Claus
Santa ClausSanta Claus is a folklore figure in various cultures who distributes gifts to children, normally on Christmas Eve. Each name is a variation of Saint Nicholas, but refers to Santa Claus...
and Christmas carolChristmas carolA Christmas carol is a carol whose lyrics are on the theme of Christmas or the winter season in general and which are traditionally sung in the period before Christmas.-History:...
ing by both PC and Mac. PC spoils the song by inserting "Buy a PC and not a Mac this holiday season or any other time for goodness sake," and claims, "That's how I learned it." The animation style is similar to the Rankin/BassRankin/BassRankin/Bass Productions, Inc. , also known as Rankin/Bass Animated Entertainment, was an American production company, known for its seasonal television specials, particularly its work in stop-motion animation. The pre-1974 library is currently owned by Classic Media,while the post-1974 library is...
television specials Rudolph the Red-Nosed ReindeerRudolph the Red-Nosed Reindeer (TV special)Rudolph the Red-Nosed Reindeer is a Christmas television special produced in stop motion animation by Rankin/Bass. It first aired Sunday, December 6, 1964, on the NBC television network in the USA, and was sponsored by General Electric under the umbrella title of The General Electric Fantasy Hour...
and Santa Claus Is Comin' to TownSanta Claus Is Comin' to Town (TV special)Santa Claus is Comin' to Town is a 1970 stop motion television special, made by Rankin-Bass with models carved from wood . The film stars actor Fred Astaire as S.D. Kluger, the narrator, and Mickey Rooney as Kris Kringle/Santa Claus...
. - Security—In a reference to criticisms of Windows Vista's security featuresUser Account ControlUser Account Control is a technology and security infrastructure introduced with Microsoft's Windows Vista and Windows Server 2008 operating systems, with a more relaxed version also present in Windows 7 and Windows Server 2008 R2...
, PC is a joined by a tall United States Secret ServiceUnited States Secret ServiceThe United States Secret Service is a United States federal law enforcement agency that is part of the United States Department of Homeland Security. The sworn members are divided among the Special Agents and the Uniformed Division. Until March 1, 2003, the Service was part of the United States...
-style bodyguardBodyguardA bodyguard is a type of security operative or government agent who protects a person—usually a famous, wealthy, or politically important figure—from assault, kidnapping, assassination, stalking, loss of confidential information, terrorist attack or other threats.Most important public figures such...
who represents Vista's new securityUser Account ControlUser Account Control is a technology and security infrastructure introduced with Microsoft's Windows Vista and Windows Server 2008 operating systems, with a more relaxed version also present in Windows 7 and Windows Server 2008 R2...
feature and intrusively demands that he cancel or allow every incoming or outgoing interaction he has with Mac. - Self Pity—Mac, for once, is wearing a suit, and explains that he does work stuff too, and has been running Microsoft OfficeMicrosoft OfficeMicrosoft Office is a non-free commercial office suite of inter-related desktop applications, servers and services for the Microsoft Windows and Mac OS X operating systems, introduced by Microsoft in August 1, 1989. Initially a marketing term for a bundled set of applications, the first version of...
for years. Upon hearing this, PC becomes despondent and collapses on the floor, begging to be left alone to depreciate. - Stuffed—PC enters slowly with a ballooned torso, explaining that all the trial software is slowing him down. Mac replies that Macs only come with the software you want (namely, the iLife package). As PC finally gets on his mark, Mac begins his intro again, but PC realizes that he's forgotten something and begins to slowly leave.
- Stacks—PC is searching through all of his pictures, trying to find a photograph of his friend. He searches one picture at a time, but Mac states that iPhoto has a feature called Faces, in which you tag the face of a person and iPhoto finds other pictures of the same person, putting them all into the same folder and saving search time. PC responds to the facial-recognition technology as expensive and tells Mac to sort the pictures instead because he has the technology to make it easier.
- Surgery—PC appears in the garb of a patient awaiting surgery, and explains that he is upgrading to Windows Vista but requires surgery to upgrade (specifically, upgrading such items as graphics cards, processors, memory, etc.). In reference to perceived difficulties in upgrading, PC admits that he is worried about going through it and bequeathInheritanceInheritance is the practice of passing on property, titles, debts, rights and obligations upon the death of an individual. It has long played an important role in human societies...
s his peripheralPeripheralA peripheral is a device attached to a host computer, but not part of it, and is more or less dependent on the host. It expands the host's capabilities, but does not form part of the core computer architecture....
s to Mac should he not survive. Mac ask PC if, like him, his upgrade is just straightforward. - Surprise—Mac appears alongside a customer (Andree Vermeulen), with PC notably absent. The customer says she's looking to buy a great computer. Mac tries to convince her that she should get a PC, telling her that they're much better and more stable. The customer seems skeptical, tells Mac she'll "think about it", and leaves. A frustrated Mac pulls off a mask and his clothes, revealing himself to be PC in disguise. The real Mac then appears, sees PC's discarded mask and clothes, and says "I don't even wanna ask."
- Tech Support—A technician is present to install a webcamWebcamA webcam is a video camera that feeds its images in real time to a computer or computer network, often via USB, ethernet, or Wi-Fi.Their most popular use is the establishment of video links, permitting computers to act as videophones or videoconference stations. This common use as a video camera...
on PC (using masking tapeMasking tapeMasking tape is a type of pressure sensitive tape made of a thin and easy-to-tear paper, and an easily released pressure sensitive adhesive. It is available in a variety of widths. It is used mainly in painting, to mask off areas that should not be painted...
to attach it to his head). PC is extremely pleased by his new upgrade, but upon hearing from the technician that Mac has a built-in webcam, he storms off without waiting for the camera to be fully installed. - Teeter Tottering—A woman who had a PC has a box of things that were in her PC and says she's switching to Mac, but PC tries to convince her to stay while she just goes over to Mac every time.
- Throne—PC appears in a king's robe and throne saying that even though switching computers can be difficult, his subjects won't leave him and that he's still king. Mac then begins talking about how PC's subjects can just bring their PC into an Apple Store where they'll transfer all the files over to a new Mac, at which PC declares Mac banished.
- Time Machine—In the typical introduction of Mac and PC, instead of there being one Mac, there is a line of 10. PC is shocked, so the various Macs explain that it is simply Time MachineTime Machine (Apple software)Time Machine is a backup utility developed by Apple. It is included with Mac OS X and was introduced with the 10.5 "Leopard" release of Mac OS X. The software is designed to work with the Time Capsule as well as other internal or external drives.-Overview:...
, a feature in LeopardMac OS X v10.5Mac OS X Leopard is the sixth major release of Mac OS X, Apple's desktop and server operating system for Macintosh computers. Leopard was released on 26 October 2007 as the successor of Tiger , and is available in two variants: a desktop version suitable for personal computers, and a...
that makes regular backups of a user's hard drive. PC is forced to admit that such a feature is pretty awesome followed by thanks from the various Macs. - Time Traveler—PC uses a time machine to travel to the year 2150 to see if any major issues (such as freezing and crashing) have been removed from the PC and to see if PCs are as hassle-free as Macs. Promptly after PC arrives at 2150, future PC literally freezes, which answers the question.
- Top of the Line—PC and Mac appear with a customer who's looking for a new computer. PC introduces her to the "top of the line" PC (Patrick WarburtonPatrick WarburtonPatrick John Warburton is an American actor of television, film, and voice. He is best known for his several TV roles, including the title role of The Tick, David Puddy on Seinfeld, the evil Johnny Johnson on NewsRadio, and anchorman Jeb Denton on Less Than Perfect...
), a handsome and overly slick PC in a suit. She asks him about screen size and speed, to which Top of the Line says he's the best, but he then balks when she says she doesn't want to deal with any viruses or hassle. She decides to go with Mac, so Top of the Line hands her his business card and tells her to give him a call "when she's ready to compromise." - Touché—Right after PC introduces himself, the Mac character replies, "And I'm a PC, too." Mac explains to the confused PC that he can run both Mac OS XMac OS XMac OS X is a series of Unix-based operating systems and graphical user interfaces developed, marketed, and sold by Apple Inc. Since 2002, has been included with all new Macintosh computer systems...
and Microsoft WindowsMicrosoft WindowsMicrosoft Windows is a series of operating systems produced by Microsoft.Microsoft introduced an operating environment named Windows on November 20, 1985 as an add-on to MS-DOS in response to the growing interest in graphical user interfaces . Microsoft Windows came to dominate the world's personal...
, calling himself the only computer you'll ever need. PC mutters, "Oh...touché." The Mac character, referring to the rules of fencingFencingFencing, which is also known as modern fencing to distinguish it from historical fencing, is a family of combat sports using bladed weapons.Fencing is one of four sports which have been featured at every one of the modern Olympic Games...
, explains that one only says touché after he or she makes a point and someone else makes a counterpoint, but the PC character continues to misuse the word. A similar conversation occurred in Dodgeball: A True Underdog StoryDodgeball: A True Underdog StoryDodgeBall: A True Underdog Story, commonly referred to as simply DodgeBall, is a 2004 American sports comedy film produced by 20th Century Fox and Red Hour Productions, written and directed by Rawson Marshall Thurber and starring Vince Vaughn, Ben Stiller, Christine Taylor, and Rip Torn...
, a film in which Justin LongJustin LongJustin Jacob Long is an American film and television actor. He is best known for his roles in the Hollywood films Galaxy Quest, Jeepers Creepers, Dodgeball, Live Free or Die Hard, He's Just Not That into You, Drag Me to Hell, and Youth in Revolt, and his personification of a Mac in Apple's "Get a...
(Mac) appeared. - Trainer—The commercial starts off traditionally, but PC is doing sit-upSit-up (exercise)The sit-up is a strength training exercise commonly performed with the aim of strengthening the hip flexors and abdominal muscles. It begins with lying with the back on the floor, typically with the arms across the chest or hands behind the head and the knees bent in an attempt to reduce stress on...
s with a trainer in a striped shirt (Robert LoggiaRobert LoggiaRobert Loggia is an American film and television actor and director.- Early life :Loggia, an Italian American, was born on Staten Island, the son of Elena Blandino, a homemaker, and Benjamin Loggia, a shoemaker, both of whom were born in Sicily, Italy...
), saying fierce things to make PC improved. PC suggests the trainer try some 'positive reinforcement', and is a little angry and shocked when the trainer compliments Mac instead. - Tree Trimming—Another animated Get a Mac commercial for the holiday season. Mac and PC set aside their disagreements and decide to trim a Christmas tree by hanging ornaments and stringing lights. Mac tells PC that they are good friends, while PC gets nervous. When they are finished, PC does not want to light the lights on the tree, but Mac persuades him to do so. PC plugs in the tree's lights, and they light up and say "PC RULES." He apologizes to Mac and says that it just sort of happened. The animation is like the Get a Mac Santa Claus ad in the Rankin-Bass animation style.
- Trust Mac—PC, in an attempt to hide from spywareSpywareSpyware is a type of malware that can be installed on computers, and which collects small pieces of information about users without their knowledge. The presence of spyware is typically hidden from the user, and can be difficult to detect. Typically, spyware is secretly installed on the user's...
, is wearing a trench coatTrench coatA trench coat or trenchcoat is a raincoat made of waterproof heavy-duty cotton drill or poplin, wool gabardine, or leather. It generally has a removable insulated lining; and it is usually knee-length.-History:...
, a fedora, dark glassesSunglassesSunglasses or sun glasses are a form of protective eyewear designed primarily to prevent bright sunlight and high-energy visible light from damaging or discomforting the eyes. They can sometimes also function as a visual aid, as variously termed spectacles or glasses exist, featuring lenses that...
, and a false mustache. PC offers Mac a disguise, but Mac declines, saying he doesn't have to worry about the normal PC spywareSpywareSpyware is a type of malware that can be installed on computers, and which collects small pieces of information about users without their knowledge. The presence of spyware is typically hidden from the user, and can be difficult to detect. Typically, spyware is secretly installed on the user's...
and virusesComputer virusA computer virus is a computer program that can replicate itself and spread from one computer to another. The term "virus" is also commonly but erroneously used to refer to other types of malware, including but not limited to adware and spyware programs that do not have the reproductive ability...
with Mac OS X Leopard. - V Word—PC declares that they're going to stop referring to his operating system (VistaWindows VistaWindows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
) by name. He says using the word "doesn't sit well with frustrated PC users. From now on, we're going to use a word with a lot less baggage: 'Windows.'" He is holding a black box with a large red button that sounds a buzzer when pressed. PC presses the button whenever Mac says Vista. After pointing out that not using the word isn't the same as fixing the operating system's problems, Mac ends the ad by saying Vista several times in rapid succession, thwarting PC's attempts to sound the buzzer. - Viruses—PC has caught a new virusComputer virusA computer virus is a computer program that can replicate itself and spread from one computer to another. The term "virus" is also commonly but erroneously used to refer to other types of malware, including but not limited to adware and spyware programs that do not have the reproductive ability...
(represented as a cold) and warns Mac to stay away from him, citing the 114,000 known viruses for PCs. Mac states that the viruses that affect PCs don't affect him, and PC announces that he's going to crashCrash (computing)A crash in computing is a condition where a computer or a program, either an application or part of the operating system, ceases to function properly, often exiting after encountering errors. Often the offending program may appear to freeze or hang until a crash reporting service documents...
before collapsing onto the floor in a faint. - Work vs. Home—Mac describes how he enjoys doing fun stuff such as podcastPodcastA podcast is a series of digital media files that are released episodically and often downloaded through web syndication...
s and movies, which leads PC to claim that he also does fun stuff such as timesheetTimesheetA timesheet is a method for recording the amount of a worker's time spent on each job.-Use:Originally developed for an employer to determine payroll, timesheets are not just for payroll any more. Timesheets may record the start and end time of tasks, or just the duration. It may contain a...
s, spreadsheetSpreadsheetA spreadsheet is a computer application that simulates a paper accounting worksheet. It displays multiple cells usually in a two-dimensional matrix or grid consisting of rows and columns. Each cell contains alphanumeric text, numeric values or formulas...
s, and pie chartPie chartA pie chart is a circular chart divided into sectors, illustrating proportion. In a pie chart, the arc length of each sector , is proportional to the quantity it represents. When angles are measured with 1 turn as unit then a number of percent is identified with the same number of centiturns...
s. After Mac responds that it is difficult to capture a family vacation using a pie chart, PC rebuts by showing a pie chart representing hanging-out time and just kicking it with different shades of gray. Mac replies, "I feel like I was there." - Wall Street Journal—Mac is reading a favorable review of himself by Walt Mossberg in The Wall Street JournalThe Wall Street JournalThe Wall Street Journal is an American English-language international daily newspaper. It is published in New York City by Dow Jones & Company, a division of News Corporation, along with the Asian and European editions of the Journal....
. Jealous, PC then claims that he also received a great review, but is caught off-guard when Mac asks for specific details. This ad is currently not available on the Apple website but can be found on YouTube. - Yoga—Mac is watching PC have a yogaYogaYoga is a physical, mental, and spiritual discipline, originating in ancient India. The goal of yoga, or of the person practicing yoga, is the attainment of a state of perfect spiritual insight and tranquility while meditating on Supersoul...
session in which the yoga instructor (Judy GreerJudy GreerJudy Greer is an American actress, known for portraying a string of supporting female characters, including Kitty Sanchez on the Fox series Arrested Development and Cheryl on the animated comedy series Archer...
) is coaching PC in expelling bad Vista energy and forgetting Vista's problems, but when the yoga instructor goes on to complain that Vista screwed up the yoga billing and then storms off, PC considers switching to pilatesPilatesPilates is a physical fitness system developed in the early 20th century by Joseph Pilates in Germany, the UK and the USA. As of 2005, there were 11 million people practicing the discipline regularly and 14,000 instructors in the United States....
.
Web-exclusive campaign
Several advertisements have been shown exclusively in FlashAdobe Flash
Adobe Flash is a multimedia platform used to add animation, video, and interactivity to web pages. Flash is frequently used for advertisements, games and flash animations for broadcast...
ad campaigns running on numerous websites. Unlike the ads shown on television, these advertisements have not been posted as high-quality QuickTime videos on Apple's website. 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.
The titles are taken from the Flash-video file names.
- Banging—PC expresses his regret for upgrading to Windows Vista because it is causing him various problems. Mac tries to comfort him, but PC continues to bang his head on the side of the banner advertisement.
- Booby Trap— PC and Mac are at PCMag. PC is angry that they put up a bannerad saying that iLife '09 is the best office suite. PC hooks some cables up to the banner claiming that whoever clicks that will get shocked. PC proves it himself by clicking it.
- Claw—In a skyscraper ad, PC is using a grabber claw to try to grab a boxed copy of Microsoft Office 2008 for Mac that is sitting in the top banner ad. He claims that if people see that Office 08 is on the Mac, that they will ask questions regarding what a PC can do that the Mac can't. Mac points out that Office has been on the Mac for years, and that this is simply the latest version. PC knocks over the Office box, which causes an alarm to go off. PC hands the grabber claw to Mac, saying "He did it!"
- Cramped—In the only known UK web-exclusive ad, PC and Mac (portrayed by Mitchell and Webb) are lying head-to-head in a banner ad, complaining about the size and format of the banner ad, and encouraging the user to click the ad quicker.
- Customer Experience—A banner ad shows that Mac is rated #1 among customers experience. PC is frustrated and goes to more opinions from a before and after hair ad. Both say that they Mac is better.
- Customer Satisfaction—A "Mac Customer Satisfaction Score" meter appears in a banner ad above Mac and PC. The meter's needle is hovering at about 85 out of 100. PC excuses himself and climbs up to the upper banner ad, and pulls on the needle. He accidentally breaks off the tip of the meter, and then waves it at the 20 mark, saying "Customer satisfaction is dropping..."
- Easy as 1–23—In a Web banner, PC shows Mac his new slogan. Mac assumes it means "PC. Easy as 1-2-3," but PC corrects him by stating it means "Easy as 1 through 23". He then pulls out 23 steps for using a PC.
- Editorial—PC drags his own op-edOp-edAn op-ed, abbreviated from opposite the editorial page , is a newspaper article that expresses the opinions of a named writer who is usually unaffiliated with the newspaper's editorial board...
column into the banner ad (since these ads appeared on news sites, such as cnn.com, it "blends" in with the rest of the site). The op-ed headline says "Stop Switching to Mac!" PC explains that people are switching to Macs more than ever, and that they need to know how much it is hurting PC. He makes a couple of anguished poses in the photo box to illustrate how frustrated he is. - Hiding—PC peeks in from the left side of the screen. When Mac asks what PC is doing, PC explains that he is hiding from viruses and spyware. PC then leaves, saying that he has to run a scan. There are two versions of this ad: a 300x250 square ad and a 160x600 vertical banner ad. PC is identical in both versions, but Mac's performance features a different take in each.
- Knocking—PC panics about needing to search for new drivers for his hardware now that he's upgraded to Windows Vista. He tries to force his way off the left side of the screen so he can leave to find the new drivers but repeatedly runs into a wall. When he finally succeeds in breaking through the left side of the screen, he finds himself jumping back in from the right side of the screen.
- Newswire—PC, jealous of Mac's good press, gets his own newswire ticker above the ad. Unfortunately, the newswire displays unflattering headlines such as "Vista Users Upset Over Glitches" and "Users Downgrade to XP." PC says he hates his stupid newswire and then the next headline on the newswire is "PC Hates His Stupid Newswire."
- Not—A banner ad on the top of the page reads, "Leopard is better and faster than Vista." —Wall Street Journal. On the side, Mac introduces himself while PC climbs a ladder. Mac asks what PC is doing and he says that he is fixing an embarrassing typo. He then climbs all the way to the top and staples a piece of paper that says NOT at the end of the quotation. He then tells Mac that they have the whole Internet to correct and asks Mac to grab the ladder.
- PC Turf (PCMag.com and PCWorld.com exclusive)—PC welcomes Web surfers to his turf, PCWorld.com, and remarks that Mac must feel out of place there. Mac points out that they said some great things about Macs, so PC asks security to remove Mac because he's going to be a problem. The PCMag version is identical, except PC's voice is re-dubbed to say "PCMag.com."
- Refresh—A banner ad on the top of the page reads, "Vista...one of the biggest blunders in technology?" —CNET.com. Off to the side, PC sees the banner and realizes its another bad review of Vista and decides to do an emergency refresh. He walks over and opens a compartment door that says, "Emergency Banner Refresh." PC flips the switch, and the banner is replaced by another banner that reads, "It's time for a Vista do-over" —PC Magazine. PC, frustrated about this review, flips the switch again. The banner is replaced by another that reads, "Mac OS X Leopard: A Perfect 10" —InfoWorld. PC sees this positive review and is relieved until he realizes it's about Leopard. PC angrily flips the switch again to end the ad.
- Sign—In a skyscraper ad, Mac asks PC about an unlit sign in a separate banner ad that reads, "DON'T GIVE UP ON VISTA." PC replies that it will stop the problem of frustrated Windows Vista users downgrading to XP or switching to Macs. He presses a button, lighting up only the GIVE UP part of the sign. He presses it again, lighting up ON VISTA. Frustrated, PC presses the button repeatedly, causing GIVE UP and ON VISTA to light up alternately.
- Switcher Cams—A banner ad at the top of the page displays a bank of 5 security camera screens which show users walking into Apple Stores; as users walk past each camera "PC SWITCHER" lights up in red beneath each screen. On the side, PC sees the switchers and is disappointed they are upgrading to Mac instead of to Windows 7. Mac says he thought Windows 7 was "supposed to be an improvement", to which PC responds that Macs are still #1 in customer satisfaction and that people will have to move their files over anyway. Still observing the switchers, PC leaves the side and appears on one of the video screens, managing to stop one switcher from going into the Apple Store but says there are still "thousands and thousands to go".
UK campaign
Mitchell and Webb
Mitchell and Webb are a British comedy double act, comprising David Mitchell and Robert Webb . They are best known for starring in the Channel 4 sitcom Peep Show....
in the lead roles; David Mitchell
David Mitchell (actor)
David James Stuart Mitchell is a British actor, comedian and writer. He is half of the comedy duo Mitchell and Webb, alongside Robert Webb, whom he met at Cambridge University. There they were both part of the Cambridge Footlights, of which Mitchell became President. Together the duo star in the...
as PC and Robert Webb
Robert Webb (actor)
Robert Webb is an English actor, comedian and writer, and one half of the double act Mitchell and Webb, alongside David Mitchell.-Early life:...
as Mac. 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. All of the ads used to be viewable at Apple's UK website.
The following ads are exclusive to the UK:
- Art Language—In an effort to relate to the creative artistic types whom he assumes own Macs, PC, dressed in a stereotypically bohemianBohemianismBohemianism is the practice of an unconventional lifestyle, often in the company of like-minded people, with few permanent ties, involving musical, artistic or literary pursuits...
fashion, begins speaking to Mac using unnecessarily pretentious language. Despite Mac's insistence that he enables anyone to be creative, PC continues using big words, eventually confusing even himself. - Court—PC, dressed in a barrister's outfit, questions Mac on how long it takes to make a iPhotoIPhotoiPhoto is a digital photograph manipulation software application developed by Apple Inc. and released with every Macintosh personal computer as part of the iLife suite of digital life management applications...
photo book that Mac claims to have made in a few minutes. Doubting Mac's claim, PC eventually resorts to cutting off Mac whenever he tries to speak. - Magic—Exchanging an average 50k Word document in a file to Mac, PC makes out that the process is much harder than it actually is through the use of a drum roll and a magician's assistant, and shouting "Amazing!" at the end of the transfer. Bemused, Mac points out that he is compatible with PC and passes him back a photo with no fuss at all, at the end of which PC shouts "Amazing!"
- Naughty Step—PC unveils his naughty step: the ultimate deterrent to an unruly errant child (similar to the technique used by Jo FrostJo FrostJoanne "Jo" Frost is a British nanny and television personality. She was the central figure of the reality television program Supernanny...
in the UK and US series SupernannySupernannySupernanny is a reality TV programme which originated in the United Kingdom about parents struggling with their children's behaviour. The UK version has aired on Channel 4 with E4 showing repeats since 2004. The program returned in 2010...
). He goes on to explain that children should not be making pictures, movies and websites on a proper, grown-up PC. Mac points out that this is the fun stuff children like to do, resulting in his own banishment to the naughty step. - Office at Home—PC is proud of his role in both the office and the home, but Mac retaliates by stating that homes are not run like offices, and thus shouldn't have office computers. PC eagerly begins to describe the ways in which homes can be run like offices, with his increasing authoritarianism prompting Mac to sarcastically comment that PC's home sounds like a fun place.
- Office Posse—PC wonders why Microsoft Office (ExcelMicrosoft ExcelMicrosoft Excel is a proprietary commercial spreadsheet application written and distributed by Microsoft for Microsoft Windows and Mac OS X. It features calculation, graphing tools, pivot tables, and a macro programming language called Visual Basic for Applications...
, PowerPointMicrosoft PowerPointMicrosoft PowerPoint, usually just called PowerPoint, is a non-free commercial presentation program developed by Microsoft. It is part of the Microsoft Office suite, and runs on Microsoft Windows and Apple's Mac OS X operating system...
, WordMicrosoft WordMicrosoft Word is a word processor designed by Microsoft. It was first released in 1983 under the name Multi-Tool Word for Xenix systems. Subsequent versions were later written for several other platforms including IBM PCs running DOS , the Apple Macintosh , the AT&T Unix PC , Atari ST , SCO UNIX,...
and EntourageMicrosoft EntourageMicrosoft Entourage was an e-mail client and personal information manager developed by Microsoft for Mac OS 8.5 and higher. Microsoft first released Entourage in October 2000 as part of the Microsoft Office 2001 office suite; Office 98, the previous version of Microsoft Office for Mac OS included...
) are standing with Mac and is surprised when Mac says that he runs Office also. PC attempts to order and then entice the Office members to join him, but they refuse, resulting in what Mac calls an awkward moment. - Tentacle—PC praises Britain's work ethic, chastising Mac's insistence on the need for fun in life. In attempting to persuade Mac of his point of view, PC employs the use of several animal metaphors, but becomes sidetracked through his increasingly eager musing about the practical applications of octopus tentacles in an office.
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
American English
American English is a set of dialects of the English language used mostly in the United States. Approximately two-thirds of the world's native speakers of English live in the United States....
and British English
British English
British English, or English , is the broad term used to distinguish the forms of the English language used in the United Kingdom from forms used elsewhere...
). These ads are also performed by Mitchell and Webb.
The adapted ads are
- Accident—The ad follows the same narrative, with a different ending: PC, clearly heavily drugged, requests to be pushed over to the window so he can look at the pigeons, only for Mac to point out that there are no pigeons nor a window. PC responds with a dreamy "You're funny...."
- Network—The ad follows the same narrative, but in the British version Mac connects with a Japanese printer instead of a digital camera. PC is also more involved in the dialogue, attempting to communicate in Japanese with the printer, only to mangle his words, first declaring that he is a rice cakeMochiMochi is a Japanese rice cake made of glutinous rice pounded into paste and molded into shape. In Japan it is traditionally made in a ceremony called mochitsuki. While also eaten year-round, mochi is a traditional food for the Japanese New Year and is commonly sold and eaten during that time...
before asking, "Where is the train station?" This larger involvement of PC, when compared to PC in the American ad, is also shown by the appearance of subtitles whenever PC, Mac, or the printer speak in Japanese; in the American ad, there are no subtitles translating Mac and the camera's dialogue, further evidencing that PC is lost in the conversation. - Out of the Box—The ad is almost exactly the same as the American version. However, Mac doesn't mention his built-in camera. Also, at the end, PC pulls out an extremely thick user manual and starts reading it.
- Pie Chart—The ad is based on the American Work vs. Home. The light-grey area of PC's family holiday pie chart now represents shennanigans and tomfoolery and the dark-grey area represents hijinks. Also, PC further divides hijinks into capers, monkey business, and just larking about.
- Restarting—The ad follows much the same narrative as the American ad, with the only major difference being that after Mac has left to get someone from IT, PC awakens and wonders where everyone has gone.
- Stuffed—This ad contains no significant changes from the American version.
- Trust Mac—The ad follows the same narrative as the American version, but at the end, PC yells out that there is nobody present but two Macs having fun.
- Virus—Based on the American ad Viruses, it contains the dialogue "This one's a humdinger" instead of "a doozy" but otherwise contains no significant changes.
Japanese campaign
On December 12, 2006, Apple began to release ads in Japan that were similar in style to the US Get a Mac ads. The Mac and PC are played by the RahmensRahmens
is a Japanese comedy duo consisting of Jin Katagiri and Kentarō Kobayashi . The pair first met in Tama Art University, Tokyo. They started out as a konto group in 1996. They are known in the US as Mac and PC in the Japanese "Get a Mac" advertisement. They starred in the "Japanese Tradition"...
, a Japanese comedy duo. The ads used to be viewable at Apple's Japan website.
The following ads are exclusive to Japan:
- Nengajo—Mac shows PC the New Year's Card he made using iPhotoIPhotoiPhoto is a digital photograph manipulation software application developed by Apple Inc. and released with every Macintosh personal computer as part of the iLife suite of digital life management applications...
. PC then looks at it, remarking about the picture of the wild boar on the card. - Nicknames—PC is confused as to why Mac is not called a PC. Mac then explains that more people use him at home, and PC counters that he is more business-oriented. PC then asks for a nickname for himself; Mac then names him Wāku (work).
- Practice Drawing—PC says he can create pictures, but they are all graphs. For example, what Mac thinks is Manhattan is a bar graph and what Mac thinks is a mountain view is a line graph. Mac catches on, correctly identifying a pie chart, but PC responds that it is a pizza, chiding Mac for having no artistic sense. This is similar to Art Language, in that PC is trying to connect with artsy people like Mac.
- Steps—Mac tells PC that he has made his own webpage using iWebIWebiWeb was a template-based website creation tool developed by Apple Inc. The first version of iWeb was announced at the Macworld Conference & Expo on January 10, 2006 as part of the iLife '06 suite of digital lifestyle applications...
. PC then asks for the steps to make his own. Mac gives them, finishing after step three. PC then pesters Mac for step four, which Mac finally explains is to have a cup of coffee.
Several American ads were modified for the Japanese 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).
The adapted ads are
- Bloated—This ad is similar to Stuffed, but in this ad, PC makes no reference to bloatware (limited or useless versions of programs loaded onto new PCs), instead complaining about how much space installing a new operating system takes. Mac expresses his hopes that PC didn't have to delete any data.
- iLife—This ad is almost exactly the same as the American version, except that PC is listening to Eurobeat on his iPod rather than slow jams, and Mac gives a pregnant pause instead of complimenting PC on his pre-loaded calculator and clock.
- iMovie—This ad with Miki Nakatani, is nearly identical to the American ad Better Results, except that PC actually thinks that his home movie is comparable to the Mac home movie.
- Microsoft Office—Based on the UK ad Office Posse, the ad contains only minor differences. At the end of the ad, PC tries to entice Office by chanting, "Overtime! Overtime! All together now!"
- Pie Chart—This ad is based on the American ad Work vs. Home. The narrative is largely the same, with the only significant differences being that Mac is blogging rather than working with movies, music, and podcasts, and the names of the divisions of the pie chart each represent Sightseeing and Relaxing at a Café.
- Restart—This ad is identical to the American ad Restarting, except that PC doesn't restart again after Mac goes off to get IT.
- Security—This ad is based on the American ad Trust Mac, but contains some significant changes. Rather than disguising himself to hide from viruses, PC dons protective gear to fight viruses. PC demands that any virus out there come and fight him. After Mac points out a virus, PC slowly moves behind Mac to protect himself.
- Virus—The ad contains no significant changes from the American ad Viruses.
Keynote videos
While not strictly a part of the ad campaign, Hodgman and Long appeared in videos during Steve JobsSteve Jobs
Steven Paul Jobs was an American businessman and inventor widely recognized as a charismatic pioneer of the personal computer revolution. He was co-founder, chairman, and chief executive officer of Apple Inc...
's keynote addresses at the 2006, 2007, and 2009 Worldwide Developers Conference
Worldwide Developers Conference
The Apple Worldwide Developers Conference, commonly abbreviated WWDC, is a conference held annually in California by Apple Inc. The conference is primarily used by Apple to showcase its new software and technologies for developers, as well as offering hands-on labs and feedback sessions...
and the 2008 MacWorld Expo
Macworld Conference & Expo
Produced by Boston-based IDG World Expo, Macworld | iWorld is a trade-show with conference tracks dedicated to the Apple Macintosh platform. It is held annually in the United States, usually during the second week of January...
.
- WWDC 2006—In an attempt to stall Mac development, PC claims to have a message from Steve Jobs that says that the developers should take the rest of the year off, and that Microsoft could use some help with Vista. He starts to go off-topic about his vacation with Jobs, but when Mac arrives he says he's just preparing for their next commercial and starts to sing the Meow MixMeow MixMeow Mix is a variety of dry and wet cat food known for its advertising jingle. It is a product of Del Monte Foods.-Company background:The Meow Mix Company operates from a facility in Decatur, Alabama, and also produces Alley Cat brand cat food products. Originally a product of Ralston Purina,...
theme song off-key. - WWDC 2007—PC dresses up as Steve Jobs, and announces that he is quitting and shutting down Apple. He claims that Vista did so well, selling tens of dozens of copies, that there's no need for Leopard, and that he got his iPod-killer, a brown ZuneZuneZune is a digital media brand owned by Microsoft which includes a line of portable media players, a digital media player software for Windows machines, a music subscription service known as a 'Zune Music Pass', music and video streaming for the Xbox 360 via the Zune Software, music, TV and movie...
. He tells the developers to just go home because they're no longer needed. Mac arrives and chides PC for trying to mislead the developers again like last year. He asks if PC really thinks the audience will believe he is Jobs. PC then claims he is Phil SchillerPhilip W. SchillerPhilip W. Schiller is the senior vice president of worldwide marketing at Apple Inc. He is a prominent figure in Apple's public presentations. He aids Apple CEO Tim Cook and has been a member of the company's executive leadership team since Steve Jobs returned to Apple in 1997.-Early life:Schiller...
. - MacWorld Expo 2008—PC and Mac stand under a Happy New Year sign, and PC talks about what a terrible year 2007 has been for him, referring to Windows VistaWindows VistaWindows Vista is an operating system released in several variations developed by Microsoft for use on personal computers, including home and business desktops, laptops, tablet PCs, and media center PCs...
as a failure while Apple Inc. experienced success with Mac OS X Leopard, iPod TouchIPod TouchThe iPod Touch is a portable media player, personal digital assistant, handheld game console, and Wi-Fi mobile device designed and marketed by Apple Inc. The iPod Touch adds the multi-touch graphical user interface to the iPod line...
, and iPhoneIPhoneThe iPhone is a line of Internet and multimedia-enabled smartphones marketed by Apple Inc. The first iPhone was unveiled by Steve Jobs, then CEO of Apple, on January 9, 2007, and released on June 29, 2007...
. Despite this, PC says he is optimistic for the future, claiming it to be the Year of the PC. When asked what his plans are for 2008, PC states he is "just going to copy everything [Mac] did in 2007." - WWDC 2009—PC comes out and greets the crowd and says that he wants them to have a great conference with "incredible innovations that will keep Apple at the forefront..." He stops, then says, "I think I can do that better." Now it's take 2. He wishes them a "week with some innovation, but not a lot, please. Yeah, I like that." Then he says some stuff about the 1 Billion App Countdown. He asks for apps and ideas. He says, "I hope you're thinking of some great ideas because I'm thinking of some great ideas too!...What are your ideas?" Eventually at Take 16, PC gives up and Mac tells everyone to have a great conference.
Release dates (U.S. campaign)
The different spots were released gradually:- The original set of Viruses, Restarting, Better, iLife, Network, WSJ, were launched on May 2, 2006.
- Work vs. Home, Touché, and Out of the Box were released on June 12, 2006.
- Accident, Angel/Devil and Trust Mac, were released for the campaign on August 27, 2006, during the 2006 Primetime Emmy Awards.
- In September, three new commercials made their debut on Canadian television, one (Better Results) features Gisele BündchenGisele BündchenGisele Caroline Bündchen is a Brazilian fashion model, occasional film actress and goodwill ambassador for the UN Environment Programme.In the late 1990s, Bündchen became one of the first in a wave of Brazilian models to find success...
alongside Hodgman and Long in an advertisement that had been sighted at certain Apple Stores. They were published on Apple's website on October 9, 2006. - In October 2006, 3 new ads, Better Results, Counselor, and Self Pity, were sighted on U.S. network TV.
- In late November 2006, 3 new ads were released, Gift Exchange, Sales Pitch, and Meant for Work.
- On December 19, 2006, the ad Goodwill was released on apple.com. Wall Street Journal disappeared from the See All the Ads section afterward (but is still on the site).
- On January 9, 2007, with the introduction on Macworld 2007, Surgery was added, and Network was removed from the menu.
- On January 16, 2007, Sabotage and Tech Support were added, and the 2006 holiday ads (Gift Exchange and Goodwill) and Better were removed. Network was added once again.
- On February 6, 2007, Security was added.
- On February 7, 2007, Gift Exchange, Goodwill, and Better were re-added, meaning that all of the U.S. campaign ads except for Wall Street Journal could be seen at apple.com/getamac/ads.
- On April 11, 2007, Computer Cart and Flashback were added.
- On April 14, 2007, The Stuffed ad was added.
- On May 7, 2007, Choose a Vista, Genius, and Party Is Over were added.
- On November 11, 2007, PR Lady, Boxer, and Podium were added. Network, iLife, and Restarting were no longer on the menu.
- In November 2007, an internet-only ad, Sign, was sighted.
- On December 4, 2007, Misprint was added.
- On December 6, 2007, Now What? was added.
- On December 13, 2007, a fully claymation Santa Claus ad was added.
- On January 6, 2008, Referee was added in conjunction with the beginning of the NFL playoffs.
- On January 13, 2008, Time Machine was added.
- As of January 25, 2008, the Web-exclusive ad Not was sighted on the Yahoo! NewsYahoo! NewsYahoo! News is an Internet-based news aggregator provided by Yahoo!. It features Top Stories, U.S. National, World, Business, Entertainment, Science, Health, Weather, Most Popular, News Photos, Op/Ed, and Local news....
opening page. It also appeared at the New York TimesThe New York TimesThe New York Times is an American daily newspaper founded and continuously published in New York City since 1851. The New York Times has won 106 Pulitzer Prizes, the most of any news organization...
site and elsewhere. - On April 1, 2008, Breakthrough and Yoga were added.
- On April 9, 2008, Office Stress was added.
- On May 12, 2008, Group and Pep Rally were added.
- On May 13, 2008, Sad Song was added.
- On August 18, 2008, Calming Teas, Throne, Pizza Box, and Off the Air were added.
- On October 19, 2008, Bean Counter, and V Word were added
- On October 20, 2008, Bake Sale was added.
- On December 16, 2008, Tree Trimming, and I Can Do Anything were added.
- On April 19, 2009, Time Traveler, Stacks, Legal Copy, and Biohazard Suit were added.
- On May 12, 2009, Elimination, PC Choice Chat, and Customer Care were added.
- On August 25, 2009, Surprise and Top of the Line were added.
- On August 29, 2009, Trainer was added.
- On September 11, 2009, PC Innovation Lab was added.
- On October 23, 2009, Broken Promises, Teeter Tottering and PC News were added on Windows 7 launch day.
Criticism
In an article for SlateSlate (magazine)
Slate is a US-based English language online current affairs and culture magazine created in 1996 by former New Republic editor Michael Kinsley, initially under the ownership of Microsoft as part of MSN. On 21 December 2004 it was purchased by the Washington Post Company...
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?".
In an article in The Guardian
The Guardian
The Guardian, formerly known as The Manchester Guardian , is a British national daily newspaper in the Berliner format...
, Charlie Brooker
Charlie Brooker
Charlton "Charlie" Brooker is a British journalist, comic writer and broadcaster. His style of humour is savage and profane, with surreal elements and a consistent satirical pessimism...
points out that the use of the comedians Mitchell and Webb in the UK campaign is curious. They both star in the sitcom Peep Show
Peep Show (TV series)
Peep Show is a British sitcom starring David Mitchell and Robert Webb. The television programme is written by Jesse Armstrong and Sam Bain, with additional material by Mitchell and Webb themselves, amongst others. It has been broadcast on Channel 4 since 2003. The show's seventh series makes it...
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.'"
Differentiating between a Mac and a PC
Many computer experts have argued over the definition of PCPersonal computer
A personal computer is any general-purpose computer whose size, capabilities, and original sales price make it useful for individuals, and which is intended to be operated directly by an end-user with no intervening computer operator...
, or personal computer, which can raise questions about the actual differentiation between a Mac and a PC. Editor in Chief of PC Magazine
PC Magazine
PC Magazine is a computer magazine published by Ziff Davis Publishing Holdings Inc. A print edition was published from 1982 to January 2009...
, Lance Ulanoff states in a 2008 column in PC Magazine:
I'm a PC
MicrosoftMicrosoft
Microsoft Corporation is an American public multinational corporation headquartered in Redmond, Washington, USA that develops, manufactures, licenses, and supports a wide range of products and services predominantly related to computing through its various product divisions...
responded to the Get a Mac advertising campaign in late 2008 by releasing the I'm a PC
I'm a PC
"I'm a PC" is the title for a television advertising campaign created for Microsoft by ad agency Crispin Porter + Bogusky . The series first began to appear in September, 2008...
campaign, featuring Microsoft employee Sean Siler as a John Hodgman look-alike. While Apple's ads show personifications of both Mac and PC systems, the Microsoft ads show PC users instead proudly defining themselves as PCs.
Parodies
Videos parodying the Get a Mac campaign have been published online by NovellNovell
Novell, Inc. is a multinational software and services company. It is a wholly owned subsidiary of The Attachmate Group. It specializes in network operating systems, such as Novell NetWare; systems management solutions, such as Novell ZENworks; and collaboration solutions, such as Novell Groupwise...
, to promote Linux
Linux
Linux is a Unix-like computer operating system assembled under the model of free and open source software development and distribution. The defining component of any Linux system is the Linux kernel, an operating system kernel first released October 5, 1991 by Linus Torvalds...
, represented by a young and fashionable woman. A different set of videos parodying the campaign have been produced, but with Linux portrayed as a typical male nerd
Nerd
Nerd is a derogatory slang term for an intelligent but socially awkward and obsessive person who spends time on unpopular or obscure pursuits, to the exclusion of more mainstream activities. Nerds are considered to be awkward, shy, and unattractive...
.
Late Show with David Letterman
Late Show with David Letterman
Late Show with David Letterman is a U.S. late-night talk show hosted by David Letterman on CBS. The show debuted on August 30, 1993, and is produced by Letterman's production company, Worldwide Pants Incorporated. The show's music director and band-leader of the house band, the CBS Orchestra, is...
made parodies of the Get a Mac campaign, from Mac's wig being taken off by PC to reveal baldness, to Mac as David Hasselhoff
David Hasselhoff
David Michael Hasselhoff is an American actor, singer, producer and businessman. He is best known for his lead roles as Michael Knight in the popular 1980s US series Knight Rider and as L.A. County Lifeguard Mitch Buchannon in the series Baywatch...
eating a cheeseburger drunk.
An amateur video series has been posted on YouTube, consisting of superhero action figures discussing their differences in "I'm a Marvel
Marvel Comics
Marvel Worldwide, Inc., commonly referred to as Marvel Comics and formerly Marvel Publishing, Inc. and Marvel Comics Group, is an American company that publishes comic books and related media...
...and I'm a DC
DC Comics
DC Comics, Inc. is one of the largest and most successful companies operating in the market for American comic books and related media. It is the publishing unit of DC Entertainment a company of Warner Bros. Entertainment, which itself is owned by Time Warner...
". The series talks about the movie success of both Marvel and DC.
On an episode of Air Farce Live
Air Farce Live
Air Farce Live is a comedy album, performed by the Royal Canadian Air Farce comedy troupe. It was released in 1983. The sketches were performed live during the "Air Farce Live at the Bayview" performance in 1983, at the Bayview Theatre in Toronto....
, aired around the time of the Canadian federal election, had a sketch where one of the comedians was introduced as a Liberal, and the other as a PC (Progressive Conservative). The sketch was split into separate parts during the episode.
To promote Steam on Mac, Valve
Valve Corporation
Valve Corporation is an American video game development and digital distribution company based in Bellevue, Washington, United States...
made a parody with Portal and Team Fortress 2
Team Fortress 2
Team Fortress 2 is a free-to-play team-based first-person shooter multiplayer video game developed by Valve Corporation. A sequel to the original mod Team Fortress based on the Quake engine, it was first released as part of the video game compilation The Orange Box on October 10, 2007 for Windows...
sentry guns.
City of Heroes
City of Heroes
City of Heroes is a massively multiplayer online role-playing game based on the superhero comic book genre, developed by Cryptic Studios and published by NCsoft. The game was launched in North America on April 27, 2004 and in Europe on February 4, 2005 with English, German and French language...
offered a series of online video parodies with a commercial featuring dialog centered around two machinima
Machinima
Machinima is the use of real-time 3D computer graphics rendering engines to create a cinematic production. Most often, video games are used to generate the computer animation...
characters. They all start the same: one proclaiming "I'm a hero" and the other proclaiming "I'm a villain." The video was made to promote their new Mac edition of the game for OS X computers, released in February 2009.
Instant Star
Instant Star
Instant Star was a Canadian television program which aired from September 2004 to June 2008. The series starred Alexz Johnson as adolescent music competition winner Jude Harrison. The show chronicles Harrison's experience in the recording industry whilst focusing upon character development.Linda...
and Degrassi: The Next Generation
Degrassi: The Next Generation
Degrassi: The Next Generation is a Canadian teen drama television series set in the Degrassi universe, which was created by Linda Schuyler and Kit Hood in 1979. Degrassi is the fourth fictional series in the Degrassi franchise, and follows The Kids of Degrassi Street, Degrassi Junior High, and...
were in a parody where they would describe their own shows. Alexz Johnson
Alexz Johnson
Alexzandra Spencer "Alexz" Johnson is a Canadian singer-songwriter, record producer and actress. Her debut album Voodoo was independently released on March 30, 2010....
portrayed Instant Star (Johnson portrays Jude Harrison in the show) and Miriam McDonald
Miriam McDonald
Miriam Katherine McDonald is a Canadian actress and occasional dancer. She is best known for playing Emma Nelson on the television series Degrassi: The Next Generation.-Career:...
portrayed Degrassi (McDonald portrays Emma Nelson in the show).
T-Mobile USA
T-Mobile USA
T-Mobile USA, Inc. is an American mobile-network operator, headquartered in Bellevue, Washington, that provides wireless voice, messaging and data services in the United States, Puerto Rico and the U.S. Virgin Islands. The company is the fourth-largest wireless carrier in the U.S. market with 33.73...
launched in 2010 an ad campaign for the T-Mobile 4G product, which features model/actress Carly Foulkes
Carly Foulkes
Carly Foulkes , also known colloquially as The T-Mobile Girl, The T-Mobile 4G Girl, or The T-Mobile myTouch Girl, is a Canadian-born model and actress best known for appearing in a series of 2010 and 2011 T-Mobile myTouch 4G television commercials, in which she often wears pink/magenta and white...
as a 4G phone going up against Apple's iPhone 4
IPhone 4
The iPhone 4 is a touchscreen slate smartphone developed by Apple Inc. It is the fourth generation iPhone, and successor to the iPhone 3GS. It is particularly marketed for video calling , consumption of media such as books and periodicals, movies, music, and games, and for general web and e-mail...
which at the time was exclusively on competitor AT&T Mobility. (Apple has since released a CDMA-compatible iPhone for Verizon Wireless
Verizon Wireless
Cellco Partnership, doing business as Verizon Wireless, is one of the largest mobile network operators in the United States. The network has 107.7 million subscribers as of 2011, making it the largest wireless service provider in America....
.) The commercials are strikingly similar as both feature a white background and two people representing the products. Due to AT&T
AT&T
AT&T Inc. is an American multinational telecommunications corporation headquartered in Whitacre Tower, Dallas, Texas, United States. It is the largest provider of mobile telephony and fixed telephony in the United States, and is also a provider of broadband and subscription television services...
announcing its purchase of T-Mobile USA on March 20, 2011, the ads are expected to end.