updated 08:50 am EDT, Mon March 12, 2007
UK-based "Get a Mac" ads
Apple has posted six new UK-based "Get a Mac" ads on its website, including three ads that are not based on storylines released in the US. The UK-localized ads feature comedy duo Mitchell and Webb, but Apple may be taking a publicity hit because the Mac character may be too "smug". In February, figures from YouGov's BrandIndex showed that the emergence of the PC and Mac advertising campaign in late January had an adverse effect on Apple's public perception, with its 'buzz' factor dropping from 14 to 8, according to Media Week. The new ads include 'Accident', in which PC falls off a desk because someone has tripped over the power cable; 'Out of the Box', which emphasizes how quickly a Mac can be set up; and 'Networking', where a printer connects to Mac to the dismay of PC, according to Macworld UK.
The report says that Apple's website also features three "never-before-seen ads," including 'Naughty Step' where PC suggests that doing fun stuff should be punishable; 'Magic' which highlights file compatibility between a Mac and PC; and 'Court' which touts the ease of making a photo book.