If ever proof were needed that the best ads are the simple ideas, well executed – look no further than Apple’s 2006 to 2009 ‘Get a Mac’ campaign.
A 66-part series comprising (primarily) two-handed vignettes, the premise for these ads was a masterstroke in minimalism: two men (one to represent a Mac, the other a PC) and a white background. Each ad presented a new scenario, all of which represented a different weakness and strength of a PC and Mac, respectively.
From virus immunity to built-in webcams; superior security to networking; freezing to restarting: the campaign was a humorous, nuanced, three-year Mac attack on Windows.
On the biggest platform of them all – global TV – all 66 spots, essentially, represented Steve Jobs vs. Bill Gates.
Apple vs. Microsoft.
Cool vs. Corporate.
Sleek vs. Stuffy.
Present vs. Past.
Regardless of the country in which the ads were aired; the casting, copy and clothing for both characters was consistently perfect – only adding to Mac’s positioning as the superior brand.
Case in point? The British versions, featuring Mitchell and Webb.
Regardless of what you think of Apple products – or Steve Jobs for that matter – think of a finer example of competitive marketing than this.
And, even by Apple’s own lofty advertising standards, it’s hard to argue against ‘Get a Mac’ being up there with ‘1984’ as their finest hour.