Apple "Get a Mac" Campaign
Targeting - Tech-savvy consumers, potential computer buyers.
Core Theme of the Campaign -
Uses humor to showcase Mac as the superior choice for users.
About the
Campaign -
Features humorous comparisons between Mac and PC users, promoting Mac's advantages.
Formula applied by the Campaign to elicit customer action -
Demonstrates the simplicity and reliability of Mac computers.
Business Title
A Look at
the Campaign
1. Personification of Mac and PC: The central concept of the campaign was to personify Mac and PC as characters played by actors. Mac was represented by actor Justin Long, and PC was played by actor John Hodgman. These characters had distinct personalities that reflected the perceived differences between Mac and PC users.
2. Humorous and Relatable Scenarios: Each commercial depicted humorous and relatable scenarios that highlighted the strengths of Mac computers and the perceived weaknesses of PCs. These scenarios often revolved around common computer issues and tasks.
3. Clear Messaging: The commercials featured clear and concise messaging. They would typically start with a statement like "I'm a Mac" (spoken by Justin Long) and "I'm a PC" (spoken by John Hodgman), followed by a humorous exchange that highlighted a particular aspect of the Mac's superiority.
4. Focus on Simplicity and Reliability: The campaign emphasized the Mac's simplicity, reliability, and ease of use compared to the perceived complexity and vulnerability of PCs. Mac was often portrayed as a confident, laid-back character, while PC was depicted as bumbling and prone to problems.
5. Consistency: The "Get a Mac" campaign maintained a consistent tone and style across its commercials and print advertisements, making it instantly recognizable to viewers.
6. Target Audience: The campaign was aimed at a broad audience but particularly resonated with creative professionals and individuals looking for a user-friendly computing experience.
7. Variety of Commercials: Over the years, the campaign produced a variety of commercials, each focusing on different aspects of the Mac, such as virus resistance, software compatibility, and customer support.
8. Awards and Recognition: The campaign received numerous awards for its creativity and effectiveness in advertising, including several Cannes Lions awards.
9. Cultural Impact: "Get a Mac" became a cultural phenomenon, and the characters of Mac and PC were widely recognized and parodied. The campaign's catchphrases, such as "I'm a Mac" and "I'm a PC," entered popular culture.
10. End of the Campaign: Apple eventually discontinued the "Get a Mac" campaign in 2009. It is considered one of the most successful advertising campaigns in recent history and is often cited as an example of how effective advertising can shape brand perception.