THE BRIEF: Persuade the millions of people who own iPods (but use PCs) to switch to a Mac
THE BRIEF: Persuade the millions of people who own iPods (but use PCs) to switch to a Mac
THE SCHTICK: One cool-looking bloke introduces himself as a Mac. An uncool bloke in a suit and bad haircut introduces himself as a PC. Through a series of adverts, they discuss the shortcomings of the PC versus the merits of the Mac. The PC character is neurotic, insecure and a nerd; Mac, in return, is relaxed, hip, but - crucially - not unfriendly.
THE SCHTICK: One cool-looking bloke introduces himself as a Mac. An uncool bloke in a suit and bad haircut introduces himself as a PC. Through a series of adverts, they discuss the shortcomings of the PC versus the merits of the Mac. The PC character is neurotic, insecure and a nerd; Mac, in return, is relaxed, hip, but - crucially - not unfriendly.
THE BREAKDOWN: This series has been running for more than a year in the US, with two slightly-known actors in the roles now filled for the UK audience by David Mitchell (PC) and Robert Webb (Mac). Apple has taken the unusual step of reconstructing its US ads verbatim for overseas markets - there is already a Japanese "PC" and "Mac" who have the same conversations with the same dress sense and the same backing music. This is a new twist on globalisation.
THE BREAKDOWN: This series has been running for more than a year in the US, with two slightly-known actors in the roles now filled for the UK audience by David Mitchell (PC) and Robert Webb (Mac). Apple has taken the unusual step of reconstructing its US ads verbatim for overseas markets - there is already a Japanese "PC" and "Mac" who have the same conversations with the same dress sense and the same backing music. This is a new twist on globalisation.
The idea for the campaign draws heavily on a previous one devised to persuade PC users to switch to Macs. In reality that campaign probably contributed largely to the sense of well-being (and dare one say it, self-righteousness?) of Mac owners. The debate between supporters of different operating systems, which these adverts perfectly reflect, has become such a passionate one it at times become tribalism. It's Mods v Rockers, Roundheads v Cavaliers.
The idea for the campaign draws heavily on a previous one devised to persuade PC users to switch to Macs. In reality that campaign probably contributed largely to the sense of well-being (and dare one say it, self-righteousness?) of Mac owners. The debate between supporters of different operating systems, which these adverts perfectly reflect, has become such a passionate one it at times become tribalism. It's Mods v Rockers, Roundheads v Cavaliers.
The original and bestSo one of the most significant things about this series is the attitude of the Mac character towards the PC character. In the US version at least, there's no overt smugness. Mac is friendly towards PC, he's not judgmental, hostile or self-satisfied. In one episode, for instance, they visit a therapist who invites both to say something nice about each other. PC, Mac says, is "a wizard with numbers and you dress like a gentleman". PC tries to say something nice about Mac, but struggles and eventually manages a contemptuous: "Well, Mac, I guess you are a little better at creative stuff... even though it's juvenile and a waste of time."
The original and bestSo one of the most significant things about this series is the attitude of the Mac character towards the PC character. In the US version at least, there's no overt smugness. Mac is friendly towards PC, he's not judgmental, hostile or self-satisfied. In one episode, for instance, they visit a therapist who invites both to say something nice about each other. PC, Mac says, is "a wizard with numbers and you dress like a gentleman". PC tries to say something nice about Mac, but struggles and eventually manages a contemptuous: "Well, Mac, I guess you are a little better at creative stuff... even though it's juvenile and a waste of time."
The reason for this friendliness is obvious: smugness is just not attractive, especially if you happen to be telling someone whose computer is crippled by viruses that your operating system doesn't suffer from them (yet). So don't make people who own PCs feel bad or small or stupid... flatter them, be nice to them, but also give them something to aspire to (ie buy a Mac and stop being a nerd).
The reason for this friendliness is obvious: smugness is just not attractive, especially if you happen to be telling someone whose computer is crippled by viruses that your operating system doesn't suffer from them (yet). So don't make people who own PCs feel bad or small or stupid... flatter them, be nice to them, but also give them something to aspire to (ie buy a Mac and stop being a nerd).
So does it work?
So does it work?
Japanese lookCasting is critical here: are Mitchell and Webb as effective for a UK audience as the US stars, Justin Long and John Hodgman? For much of the UK audience, it's possible that a familiarity with Mitchell and Webb's excellent Channel 4 programme, Peep Show, counts against their effectiveness here. Knowing that Robert Webb plays the opportunistic insincere Jez does not exactly enhance his role as an honest friendly broker for Mac. Similarly, knowing that David Mitchell is likeable, decent and intelligent (albeit a loser) doesn't ultimately put the PC character in as bad a light as in the US version.
Japanese lookCasting is critical here: are Mitchell and Webb as effective for a UK audience as the US stars, Justin Long and John Hodgman? For much of the UK audience, it's possible that a familiarity with Mitchell and Webb's excellent Channel 4 programme, Peep Show, counts against their effectiveness here. Knowing that Robert Webb plays the opportunistic insincere Jez does not exactly enhance his role as an honest friendly broker for Mac. Similarly, knowing that David Mitchell is likeable, decent and intelligent (albeit a loser) doesn't ultimately put the PC character in as bad a light as in the US version.
Perhaps Apple felt the pair were not yet so well known that their comic personas would be a problem. Yet at the foot of poster versions of the advert is a line saying "Watch Mitchell and Webb as Mac and PC." Apple is, in effect, trying to have it both ways; wanting to appeal to fans of Mitchell and Webb but wanting the characters to come with no baggage. It's not wholly convincing.
Perhaps Apple felt the pair were not yet so well known that their comic personas would be a problem. Yet at the foot of poster versions of the advert is a line saying "Watch Mitchell and Webb as Mac and PC." Apple is, in effect, trying to have it both ways; wanting to appeal to fans of Mitchell and Webb but wanting the characters to come with no baggage. It's not wholly convincing.
The US version was criticised by Slate Magazine's Seth Stevenson because the Mac character came across as a "smug little twit". Robert Webb has obviously tried hard to avoid looking smug, but it hasn't quite come off: you feel that a typically British sarcastic barb or aside is just around the corner, as if it was a sketch.
The US version was criticised by Slate Magazine's Seth Stevenson because the Mac character came across as a "smug little twit". Robert Webb has obviously tried hard to avoid looking smug, but it hasn't quite come off: you feel that a typically British sarcastic barb or aside is just around the corner, as if it was a sketch.
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. (Clue: Could it be the well-known, extremely well-heeled face of a PC-based operating system?)
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. (Clue: 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.
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
Ad Breakdown is compiled by Giles Wilson
Add your comments using the form below.
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? trevor locke, Leicester
Seen some of the UK ads in the cinema recently and think they're great. I don't think the Mac comes across as smug at all, just friendly towards the stuffy PC!!Amanda, Bristol, S Glos
My boyfriend recently bought a new Mac for us as our home computer. My sister saw these new adverts and asked me if I had seen them; adding, ''i bet you love them!''The adverts may be a little harsh but all the points raised are true! 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.A Fowler, Tunbridge Wells, United Kingdom
I thought the casting of Mitchell and Webb was a stroke of genius. 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.Andy, Guildford, UK
Having seen all the UK & US ad's (i use a PC & a Mac) - i can safely say the US ones are good - they get the point across well - the UK ones are rubbish - a poor imitation of the original - they should have just used the US ones!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.PC: Nice to meet you, I?m a Pasocon (Personal Computer).Mac: Nice to meet you, I?m a Makku (Mac).PC: Huh? But you are a Pasocon as well, right?Mac: Well, everyone calls me ?Makku?.PC: That seems to make you kind of special, like a friend.Mac: Everyone uses me privately at home, maybe it?s easier to become my friend.PC: I see, I have only business-like acquaintances? I want to be called something special too.Mac: Work acquaintances are your main thing so? how about Waaku (Work)?PC: Makku? and Waaku! Makkuu!See http://www.informationarchitects.jp/makku-and-pasocon for an analysis of the above translation.Jonathan Baldwin, Dundee, UK
I agree that Mitchell and Webb are too well known (as their characters from the Peep Show). When i watched the ad for the first time, i thought that if you were like Mitchell/Mark - buy a PC, if you are like Webb/Jez - buy a Mac. It really doesn't persude me to buy a Mac nor think badly of a PC.Mr Fernando, Glasgow
What you miss is the subtext - ALL PC characters - in whichever country's ads - look a little like Bill Gates, ALL the Mac characers are idealized version of Steve Jobs. Childish? Surely not....nick may, Japan
I saw the first of the UK ad's show in the cinema last week, it just made me laugh I have used both PC's and MAC's at the moment I have a PC. I've also seen the US ad's floating around on youtube there quite funny but there not going to make me change from PC to MAC if/when I choose it will because I decide to rather then just to blokes are sat there chatting about it.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. Absolute genius!Daniel Jackson, London
