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Mac ad takes aim at Laptop Hunters campaign

updated 10:40 pm EDT, Tue May 12, 2009

New Get a Mac ads

Apple has released a new series of Get a Mac ads including Elimination, PC Choice Chat and Customer Care. In the Elimination commercial, the PC character played by John Hodgman brings along "the whole range" of PCs to help find the best fit for a woman, Megan, who is searching for a computer. The ad clearly pokes fun at Microsoft's Laptop Hunters campaign.

PC asks Megan what she wants, which happens to be a computer with a large screen and a fast processor. Hodgman dismisses the small screens and slow processors, but a few PCs remain in the lineup. Megan then asks for a computer that works without crashing, viruses or headaches. The rest of the PCs leave the screen and Hodgman eventually sighs and says "she's all yours Mac."

PC Choice Chat features Hodgman sitting at a desk and hosting a radio show that aims to help callers find which PC is right for them. The first caller is looking for a PC for people that hate getting viruses, while the second caller wants a PC with customer support like the Mac Geniuses. The last caller proclaims that he is a lifetime PC user that is thinking about switching to a Mac. PC dismisses the first call as a prank, chooses not to answer the second caller and hangs up on the third.

The Customer Care ad includes a Mac Genius and discussions regarding customer service representatives. PC tells Mac that it must be nice to have a real person to go to if you need help. He then thinks back to his previous experiences including frustrated phone calls, representatives blaming the problems on software and referring him elsewhere.

As the the ad battle between Apple and Microsoft continues to develop, both companies have continued to release ads containing a variety of criticisms. The Laptop Hunters series presents Mac computers as overpriced and limited in variety, while the Get a Mac campaign presents Windows-based machines as more prone to viruses and crashes, with poor features and a lack of customer service.




by MacNN Staff

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Comments

  1. sgirard

    Joined: Dec 1969

    +14

    Customer Care Represent..

    "What I'm trying to say is they told me to call you."

    LOL... How true, how true. That's the kind of stuff that makes for a great ad. The truth!

  1. JonathanBadeen

    Joined: Dec 1969

    +11

    I'm a Megan

    My favorite part is when Mac introduces himself as a Mac to Megan and Megan says "I'm a Megan". A big complaint about the MS commercials was that they missed the point. Mac owners aren't Macs, Justin Long plays a personified Mac. The MS commercials miss the point by having their users claim they are PCs. Well that's great, I'm not a Mac (despite a t-shirt I have that says so) but I sure do like using the Mac I use. Now if only my MBP made me as much money as the Mac actor is making for pretending to be a Mac.

  1. jpellino

    Joined: Dec 1969

    +9

    Still going strong...

    It's amazing how amateurish MS's stumbling mishmash of ads has been and this series keeps (steam)rolling along - funny, succinct and apparently keeping MS on their toes. Ok, knees.

  1. coffeetime

    Joined: Dec 1969

    +5

    Funny

    Right at the bull's eyes.

  1. Constable Odo

    Joined: Dec 1969

    +2

    Elimination gave me

    a seriously good chuckle followed by PC Choice Chat. I don't believe in any of this stuff, but I think they are very funny. But then again, I also find most of the MS ads somewhat humorous, too. I hope both companies keep up this ad rivalry trying to outdo the other. I'm sure the ad companies are happy to be presented with these challenges and making big bucks.

  1. dynsight

    Joined: Dec 1969

    +2

    Okay, but change message

    These are good ads, but I think they need to expand the message a bit. I just bought a new 17" macbook pro unibody, and love it. My previous 17" was only 18 months old (anyone want it???) but I chose macs because:

    1) Faster Processor (this thing flies)
    2) Easier to use the everyday settings (compare system preferences vs. control panel)
    3) I never have to shut down
    4) I don't have to wait 8 minutes to start when I do shut down
    5) I can run OS X, Vista and Linux
    6) Video Editing (Final Cut is fabulous).
    7) Photography (Aperture slightly edges out Lightroom for me...but barely)
    8) Doesn't crash (okay, could not avoid that one)
    9) Things work... sure I have a smaller range of devices to choose from BUT when I see that it is OS X compatible, I never have a problem with it. I have purchased items that were supposed to work with Vista, and had to go get additional drivers and go through troubleshooting to get them to work.

    Yawn, okay... this list is too long...

  1. carloblackmore

    Joined: Dec 1969

    +4

    I'm a Megan!

    Toooo cute! "Hi I'm a Mac - Hi I'm a Megan".

    But I have to say, I respect that at least Microsoft is putting up a good fight with ad campaigns. The ZunePass Max-the-snakeoil salesman campaign is clever if not grossly misleading.

  1. carloblackmore

    Joined: Dec 1969

    +3

    personifying PC

    Jonathan - I agree with you that the PC ads mess up the metaphor by labeling their customers as "I'm a PC".
    But I think they did it deliberately - trying to make the issue personal to make it seem like the Apple commercials were personally insulting individual PC users. Which in all honesty, the Apple ads do very subtly by presenting a dorky inept character for PCs.

    But, they could've really nailed the metaphor if they didn't give so much credence to Apple's tagline and instead ended their ads with several PC users saying "I'm a Maria, I'm a Justin, I'm a Kim, etc." Their ad agency Crispin Porter should be kicking themselves for leaving that door open for Apple.

  1. Salty

    Joined: Dec 1969

    +3

    Awesome!

    I have to say the "I'm a Megan" at the end was just great. I'm actually really surprised that Apple put this one out, I think they just took a ton of air out of MS's adds. If anything now the adds are working against them.

  1. Foe Hammer

    Joined: Dec 1969

    +1

    Apple Nails It ...

    ... and doesn't even break a sweat.

    "I'm a Megan" - fantastic.
    And "REP-PRE-SEN-TAT-TIVE!!!" - well, if anyone actually tolerates (let alone likes) these customer unservice systems, then by all means buy a PC. Can't go wrong attacking these frustrations.

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