I remember going to Apple.com every couple of weeks just to watch the latest ad in the Get a Mac series. As a 12 year old these ads were more or less like a TV Show, every week one would get a hilarious and frankly realistic personification of the computer universe back then.
These ads ran for about 3 years from 2006 to 2009 and they were the best Ad series I’ve ever seen. This is why they really clicked as being so good :
1. They were based on fact : Every couple of weeks Apple would show you how a PC user faced issues with everyday things, and how his ‘friend’ the Mac wouldn’t have to face them at all or would overcome those challenges with much ease. These were true. As a Windows user back then, I faced those problems frequently and could definitely relate to them. Some of it is still True!
2. They drove home the perception (based on truth) that Macs were way better than PCs. They were also cool and PCs were more or less beige boxes . And it was true! Macs are better in a lot of aspects in which an everyday computer user would want to use them and they definitely look better than a PC.
3. They were product focused. A new release of OS X Leopard and Mac would be educating you about the new Time Machine feature; A new iPod came out, Mac would be grooving to those tunes; Every thing about those focused on Mac and how it was a better experience.
Finally, they were NOT disrespectful. Eventhough the PC was shown as this guy who couldn’t really do much. Mac and PC were shown to be the best of friends. They weren’t berating each other, it was more of a humblebrag.
I really miss these ads, I often revisit these ads just for a good laugh. But This is only something that Apple as an underdog could afford to do, but I guess we are in different times now, and Apple being the industry leader wouldn’t want an ad campaign that’s so aggressive. If I were to revive this, I’d show the iPad take on traditional computers.
You can watch the entire ad campaign of 60 or so ads here : https://www.youtube.com/watch?v=DZSBWbnmGrE