They open to a minimalist all-white background, and a man dressed in casual clothes introduces himself as a Macintosh computer "Hello, I'm a Mac. 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 uninteresting and overly concerned with work—often being frustrated by the more laid-back Mac's abilities. The earlier commercials in the campaign involved a general comparison of the two computers, whereas the later ones mainly concerned Windows Vista and, later still, Windows 7.
The American advertisements also air on Canadian, Australian, and New Zealand television, [ citation needed ] and at least 24 of them were dubbed into Spanish, French, German, and Italian. Several of the British and Japanese advertisements, although based on the originals, were slightly altered to better target the new audiences. 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 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 ads play on perceived weaknesses of non-Mac personal computers , 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.
Apple realizes that many consumers who choose PCs do so because of their lack of knowledge of the Apple brand. With this campaign, Apple was targeting those users who may not consider Macs when purchasing but may be persuaded to when they view these ads. The advertisements are presented below in alphabetical order, not chronological order. The following is an alphabetical list of the ads that appeared in the campaign shown in the United States, Canada,  Australia and New Zealand.
Several advertisements have been shown exclusively in Flash ad campaigns running on numerous websites. 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.
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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.
More By David Mitchell
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 ads used to be viewable at Apple's Japan website. Several American ads were modified for the Japanese market. Others follow the original ads more closely, with only minor differences many based on the differences in characterization from the actors involved. While not strictly a part of the ad campaign, Hodgman and Long appeared in videos during Steve Jobs 's keynote addresses at the , , and Worldwide Developers Conference and the MacWorld Expo.
Before the campaign's launch, Apple had seen lower sales in One month after the start of the "Get a Mac" campaign, Apple saw an increase of , Macs sold, and at the end of July , Apple announced that it had sold 1. In an article for Slate 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? 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.
Many computer experts have argued over the definition of PC , 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 column in PC Magazine , "Of course, the ads would then be far less effective, because consumers might realize that the differences Apple is trying to tout aren't quite as huge as Apple would like you to believe. From Wikipedia, the free encyclopedia. This article has multiple issues.
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Mitchell and Webb - Wikipedia
This article needs additional citations for verification. Please help improve this article by adding citations to reliable sources. Unsourced material may be challenged and removed. Find sources: This article's tone or style may not reflect the encyclopedic tone used on Wikipedia. See Wikipedia's guide to writing better articles for suggestions. February Learn how and when to remove this template message. Main article: I'm a PC. April 13, It's not wholly convincing. Robert Webb has obviously tried hard to avoid looking smug, but it hasn't quite come off: In the UK there are rules against advertisers on TV denigrating or discrediting rivals.
The Apple ads have not yet been shown on British TV, but would they be allowed on air? It's pretty clear what or who "PC" represents, with his nerd chic, haircut and pie-charts. Could it be the well-known, extremely well-heeled face of a PC-based operating system? But luckily for Apple, the term PC is so generic nowadays it would be hard to show that these adverts were denigrating a particular competitor.
That might be an interesting matter for the advertising watchdogs to consider. Ad Breakdown is compiled by Giles Wilson Add your comments using the form below. MAC obviously earns a lot more money than PC - after all he can afford to buy a more expensive computer and all the mroe expensive software required it. But hey - hes acreative - wonder what PC does for a living. I have one of both - what does that make me? I don't think the Mac comes across as smug at all, just friendly towards the stuffy PC!!
My sister saw these new adverts and asked me if I had seen them; adding, ''i bet you love them! Macs are a different class.
Kara, Essex, England For the record the ads aren't the US versions reconstructed verbatim; get your facts right or look up verbatim in a dictionary. Watch 'Pie Charts", is it verbatim? Are any of the ads? They certainly follow a similar storyline but your journalism is getting sloppier by the day. Two critically acclaimed comedians who have a cult following in this country. Followers of their comedy 'get' straight away that Mitchell is seen as un-cool and Webb is seen as cool.
In my opinion they couldn't of cast this better. Chris Harrison, Reading As a Mac user myself, I'd rather see adverts which put in real terms what your average Joe would gain by switching to a Mac. Doing your rivals down however humorous it may be is something that politicians excel at and is probably one of the best ways to spread apathy and indifference on the subject.
John, Montrose I found the Mitchell abd Webb ads funny at first but after being bombarded from every direction am more than a bit bored now.. I completely agree with Giles Wilson - it feels far too like a sketch and I think Apple may have miscalculated. And with out a doubt, the best version of these ads is the one Nintendo did for the Nintendo Wii against PS3 although not sure what Apple have to say!
Clair, N Ireland Actually the Japanese ads aren't verbatim copies of the American ones nor are the British ones, actually, they're much more subtle with the humour.
But in Japan, where boasting about your abilities is seen as not very polite. But you are a Pasocon as well, right? That seems to make you kind of special, like a friend. See http: It really doesn't persude me to buy a Mac nor think badly of a PC. Surely not Dave, Wiltshire There's also a series of spoof Mac adverts kicking around on the net and Youtube that mock everything about the adverts.
Out of the US, UK and spoof versions - the comedy ones win by a mile.
Mitchell and Webb
Absolute genius! Daniel Jackson, London This article states that "In the US version at least, there's no overt smugness" before later quoting a US magazine as describing the Mac character as a "smug little twit". Which is it to be?