"Why would in these two capitalist societies making light fun of the weaknesses of a competing product be distasteful?"

In the case of the Japanese, it's sort of ingrained in modern culture to have respect -- or at least show it -- for your competitors. Trash-talking and show-boating is really not encouraged (and celebrated) as it is here. At least that's how we were brought up in the 80's before I moved back to the States.

I don’t mean this in a negative way, but I think the Apple way of branding is very much American (of course :-) ), and that’s why it doesn’t work. Self-admiration, and to “show strength”, like this could instead be a sign of weakness and a symbol of poor self esteem, no matter if it’s in sports, business, politics or private. I like them (the ones on apple.com), but every time I see them I also think that Jobs needs to get over some “shadows” in his relationship to Windows. I think it’s a common belief in the rest of the world that empower oneself over some else behalf is negative. They would probably not work here in Sweden either. It’s time for Apple to start talking about themselves, why they are good for you, without mentioning Windows.

basically that means the brits love losers, being successful is really not seen in a good light, and yes quite a lot of people make do (with for example PC's) because they don't think the best is necessarily meant for them.

I'm sure most americans wouldn't understand.

Well, you understood it wrong. Just reading the article shows that the British, like most people, do not like preening, smug hosers. Which is why they'd end up liking, or even relating to the PC in those ads. Even in the US, there's many a mac-fan who don't like the ads because of the smugness of the mac guy. Seriously, which one would you want to go out to dinner with, the PC or the Mac?

Keep in mind that the ads aren't exactly like the ones in the US.

...those who put faith in or would be so moved by such advertising would seem suspect to begin with...

So I take it you've never been discouraged or grew disdain for any company or product based on advertisements you've seen?

disclaimer: I am a white boy. However, my wife is from Japan. She liked the Japanese ads (as seen on the website). I think the younger generation in Japan is a bit different and more open than the previous "office" generation.

Actually the hand gesture thing referring to Pres Bush in 1992 is about how you do it. If you hold up two fingers in a V showing people the back of your hand, it's vulgar like using your middle finger. Showing the front of your hand like Churchill in WW2 is considered to be the victory sign.

Bush did the former when he meant the later and apologised profusely. Everyone quickly saw that it was a simple cultural thing and quickly forgave him. After all, this all happened after win in the first Iraq war. He was there to thank Australia for it's participation in the Naval blockade. And the Anti-American element in the community was being pretty quite.

These are the exact same complaints that were lodged about the USA Get a Mac ads when they first came out -- that PC was a lovable shlub while Mac was a "smug little twit" (http://www.slate.com/id/2143810/).

I didn't get the impression that the ads were "a hit" in the US from day one. It definitely took some time for people to warm up to them.

Japanese TV has a wide variety of ads including some really silly ones done by both Japanese "geino talent" and Hollywood stars. The funny ones usually are slanted towards Japanese humor (i.e. Mechaike, Hard g**, etc). Just do a search on Youtube for Japanese CM or Japanese comedy to get an idea.

The two guys doing the Japanese Get a Mac ads are a known comedy duo (Rahmens) who are known to make fun of Japanese society and culture in a way which isn't offensive except to maybe the most uptight salaryman or politician (i.e, dietman). These ads would therefore be immediately associated as being tongue-in-cheek. If it were done in serious fashion, then such direct comparisons might be looked down upon but this isn't the case with this campaign. Plus the younger generation aren't as tied to the usual norms with regards to customs anyway. Just walking around in Shibuya, Harajuku, or Shimokitazawa will make that readily apparent.

It is not so much as a distaste for too much bragging as utter miscasting of the characters in Get a Mac CM. They chose a pair of comedians who are popular among young. However, the guy who plays PC is rather a nerdy guy, that does not suit the role at all.

Well, I always had problems with Macs being represented in a denim campus ragamuffin look. Now if Apple had the guts they'd get the Mac's well-attired biggest media fan and hawker out on the international ad stump and kick some serious sales butt, namely via Rush Limbaugh.

JimWG

All the brits know to do is complain. They whine about paying more all the time. Complain to your government and demand lower VAT.

...are unappealing.

"for every one who exalts himself will be humbled, but he who humbles himself will be exalted"

It would be worth comparing the UK Mac ads to the ads to encourage people to get digital TV, which have a similar premise, and are running at the same time.

In the 'digital' ads, older gen people lie that they have 'digital' and their kids embarrass them by revealing the truth. The older gen are like the PCs in the US Mac ads, ie. pretenders; acting like they can do the things young people would do with a computer, ie. with a Mac.

The Apple premise is that PCs are for older business users who wish they were young and cool, and that Macs are for young, hip, creative people. However, in the UK/Japan Mac ads, the actors are peers - comedy teams in fact - which seriously dilutes the premise. Can you imagine Hodgman and the Mac guy as a comedy team? They are obviously not peers.

Hodgman is like a 40 year old brother accountant who doesn't even have a girlfriend. The Mac is probably in college. But with the UK duo, the PC is just slightly nerdier and family oriented. His slightly cooler Mac counterpart is probably too old to be acting like a college kid, and needs to start acting his age. It's not the same as the US ads at all.

Ironically, Apple probably resorted to the comedy teams to solve the very problem that is being suggested. So the regionalized ads are criticized for not working, but they partially gutted the premise of the ad when regionalizing them.

The problem is with diluted premises, not with UK cultural differences. Try this - recast the US ads with Hodgman and John Stewart. Does it work? Stewart would look like a "smug, preening tosser."

People who view the ads as prideful might themselves be experiencing envy.

The "smug, preening tosser" are words that someone experiencing envy would use to describe someone they are jealous of. I think the ads are funny and so do my PC owning co-workers. I guess they are comfortable with their choice of computer or are not heavily invested emotionally in that choice of platform.