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Summary:

Yesterday TAB writer Tom Reestman took a shot at Microsoft over their latest attack ad on Mac pricing, and today Apple is defending itself against Redmond’s advances with three new “Get a Mac” ads starring Justin Long and John Hodgman. This time around, Cupertino seem to […]

Picture 13Yesterday TAB writer Tom Reestman took a shot at Microsoft over their latest attack ad on Mac pricing, and today Apple is defending itself against Redmond’s advances with three new “Get a Mac” ads starring Justin Long and John Hodgman. This time around, Cupertino seem to be responding directly to the Microsoft Laptop Hunters series of ads that feature “regular people” shopping for a new notebook within a certain price range, which inevitably excludes Apple machines. They also take a jab at the “I’m (person’s name), and I’m a PC” tactic Microsoft has been using in all of its recent advertising.

“Customer Care” compares the kind of customer service you get with Apple, and with a PC. Mac has a friendly, nice-looking Genius to give him one-on-one help anytime he needs it, while PC calls up a customer support hotline and is given the runaround. I think this is the farthest Hodgman has ever stretched his acting chops in one of these ads.

In “Elimination,” Apple is pretty clearly responding to Microsoft’s tossed glove. A computer buyer joins the pair on-screen, and PC brings along some friends to offer her a wide range of buying choices. Eventually, though, she eliminates them all based on her search criteria, which almost match that of Lauren and Giampaulo, with one final, key exception. Apple, in giving the customer a very clever last line, gets in a nice parting shot with this ad.

The third and final new ad, “PC Choice Chat,” finds Hodgman hosting a radio talk show, the format of which ostensibly consists of talking to PC users about their variety of choices and options. It ends up following the same lines as the other two commercials, mentioning both Apple’s superior customer service, and its resistance to security threats. Obviously Apple knows its strength and doesn’t feel the need to stray too far from its core message: we’re easier and safer to use.

Good batch overall, and the dig at the end of “Elimination” is priceless.

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  1. What to read on the GigaOM network Wednesday, May 13, 2009

    [...] Simply Everything plan (jkOnTheRun) oDesk launches “groups” staffing project (OStatic) Apple takes the gloves off with 3 new ads (TheAppleBlog) Top travel sites for saving money and avoiding hassle (WebWorkerDaily) [...]

  2. I LOVE my MACBOOK

  3. I’ve owned 14 Macs and 3 PC’s… which ones do you I think I love more? Yep, you guessed it, I’m a Mac!

  4. Love my two Macs (Macbook and iMac)..they do what I need and I like not having to worry about viruses and such

  5. I’m a Mac owner and fan, but the “Elimination” ad says that the nice girl needs something with “no viruses or crashes”. Come on now, we may not have viruses, but we certainly have crashes.

  6. Thursday Morning News | MacTalk Wednesday, May 13, 2009

    [...] snags ex-OLPC security chief | Zero Day | ZDNet.comAn Introduction to Spaces on OS X « AppStormApple Takes the Gloves Off With Three New AdsApple to release Mac OS X 10.6 ‘Snow Leopard’ preview next monthHow the iPod changed everything [...]

  7. “I’m a Megan.” I love it.

  8. Thursday Morning News | MacTalk Thursday, May 14, 2009

    [...] Mac ads, still with Mac and PC. I love John Hodgman, so as long as he is in it, I don’t care. This time they take on Microsoft’s Laptop Hunter ads. “I’m Megan” – Americans pronounce Megan funny. They also pronounce Craig [...]

  9. LOVE this. =) I work in an PC-centric environment…that’s why I bring in my Apple laptop.

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