The Get a Mac campaign , which Apple launched a decade ago, may have had limited distribution when it comes to paid strategy. Apple only released the ads in the United States, Canada, Australia, New Zealand, Japan, and the United Kingdom. Despite this, the pull of the campaign went further thanks to the internet. Outside of the markets in which it was broadcast on television, it also ended up being known thanks to the pull of a strategy that pitted a Mac against a PC and that has remained one of the things that end up being recovered on the internet.The campaign has also become an example of how Apple can do very well in advertising and how to create campaigns and strategies that work to reach consumers. Get a Mac often appears in the listings of iconic campaigns and ads that marked a certain era.Interestingly, the campaign was a kind of desperation move. The responsible agency, TBWAMedia Arts Lab, had proposed many ideas to Apple and its CEO, Steve Jobs, who threw them without consideration and who even threatened them with dismissal and looking for another agency. It was at that moment that those responsible for the campaign sat down and thought about “going to the basics.” That’s where the inspiration came from, and that’s where an iconic campaign came from.Not only did it win awards at the time, but the sales statistics showed that they were working. Following the campaign airing, Mac sales rose and Apple saw a good return on investment.
But what was it that made Afghanistan WhatsApp Number List the ads work? What were the elements that impacted on the positioning strategy of these messages?A timeless model, but with a twist From the outset, it should be noted that the ad plays with a traditional advertising format, but it does so by turning it around. Ads that pit a product against that of its competition are a classic and common format, one of those recurring elements in the world of advertising.Usually, of course, these ads are not usually particularly groundbreaking, no matter how striking they may be (and in fact many of us may remember those ads that compared juice brands in Spain, even though they were not particularly innovative).
This is not what happened with the Get a Mac campaign : the ad, although it played with the comparison against the competition, did it in a very different way, positioning itself in a way that was striking. The comparison was made, after all, by the personification of their products. There was the modern young man, the Mac, against the gray lord, a PC.Don’t be funnyThe comparison was more than just a comparison, it was cool, a little cheeky and slightly funny. But it wasn’t absolutely funny, because that’s not what the campaign was looking for. In fact, as one of the lead actors just revealed, the funniest commercials never made it out of the drawer.As Justin Long, the actor who played Mac, has just recalled now, some of the commercials, those that were funnier (there was one with a kind of drunk Santa Claus) never got to be broadcast on television.
“Steve Jobs preferred they weren’t super fun,” Long explains now, “because he thought it would hurt the point of the ad.” In other words, Jobs, who controlled the campaign as he controlled everything that happened at Apple, did not want the ad to attract more attention than what it had to sell. He didn’t want the campaign pull to kill the message.Of the 300 ads that were recorded comparing Mac vs PC, only 66 were broadcast over three years.The Jobs move can be a powerful lesson, as sometimes (as the so-called ‘advertising for advertisers’ proves) ads get too story-focused and forget that it’s important to sell the brand.