April 9, 2010

Apple Shelving ‘Get a Mac’ TV Commercials?

Apple Corp. could be pulling the plug on their famous "I'm a Mac/I'm a PC" advertisement campaign, if comments made Wednesday by one of the actors involved in the commercial series are true.

Justin Long, who plays the "Mac" in those TV spots, told The Onion's non-satirical A.V. Club website that his commercial co-star, John Hodgman ("PC"), informed him that Apple was going to "move on" and try a new television campaign.

When asked about the future of the Apple commercials, Long said, "You know, I think they might be done. In fact, I heard from John, I think they're going to move on. I can't say definitively, which is sad, because not only am I going to miss doing them, but also working with John."

CNET.com contacted Apple for comment, but did not receive a response.

The commercials, which are officially known as the "Get a Mac" campaign, were first developed for Apple by TBWA Media Arts Lab. More than 60 spots have been filmed and aired to date, and in 2007, it was awarded the Grand Effie Award for advertising excellence by the American Marketing Association.

The campaign, says Nick Farrell of The Inquirer, "was seen by some as being particularly effective because it set Microsoft's image as a bumbling nerd with ingrained anachronistic tendencies"¦. Others felt that the adverts might have done more harm than good for Apple. The PC guy, though bumbling, was actually funnier and nicer than the Mac guy who was supposed to be the hero. If anything it reinforced the stereotype about Apple fanboys being smug"¦ and arrogant."

Likewise, in June 2006, Seth Stevenson of Slate magazine called the ads "conceptually brilliant, beautifully executed, and highly entertaining"¦ a marvel of clarity and simplicity." However, he also says, "they don't work on me"¦ they don't make me want to buy a Mac."


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