"'Get a Mac' is a golden egg: a single-idea campaign with hundreds of possible instantiations, which ran globally for three years, becoming a cultural touchstone and having a tangible impact on sales and revenue. From Apple's long-time agency TBWA, the campaign's tenure landed right in the heyday of Steve Jobs mania, with ads dropping between 2006 and 2009. The same interval saw the launch of both the iPhone"
"The campaign answered a brief from Jobs himself. It solidified for a generation Apple's long-term positioning ambition: a dichotomy between Mac and Windows PCs, with the former cast as more fashionable, youthful, reliable, safer and smarter. Across more than 60 North American TV spots - they reportedly shot over 300 - the differences between the two are personified by legendary humorist John Hodgman (dour, boring PC) and actor Justin Long (young, airy Mac)."
Get a Mac ran globally from 2006 to 2009 and originated at TBWA following a brief from Steve Jobs. The campaign personified Macs and Windows PCs through characters played by Justin Long (Mac) and John Hodgman (PC) across more than 60 North American TV spots, with over 300 commercials reportedly shot. The ads favored a plain white background and often used a two-actor format; occasional guest stars appeared. Messaging framed Macs as fashionable, youthful, reliable, safer and smarter, using gags like 'Viruses' to cement perceptions that Macs contract fewer viruses. The campaign aligned with the launches of the iPhone and App Store and had measurable sales impact.
Read at The Drum
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