Watch out, Microsoft. Apple is going for the throat with three new Mac ads featuring direct shots at Windows Vista. The Mac character is more insulting than ever, and the PC persona attempts to deflect the Mac-is-great enthusiasm.
Digital Journal — Three new Apple ads promoting Macs and bashing Windows Vista appeared on Apple’s website recently. Returning to its “Get a Mac” ad campaign in time for the holiday shopping season, Apple is sharpening its claws and directly attacking Microsoft’s misfortunes with Vista.
The tone in each ad is more vicious than playful, although Apple shows its trademark flashes of humour in several lines of dialogue. The production value is once again sparse at best, although one ad uses a garish costume to great effect.
For some reason, most of the ads feature PC saying most of the lines, while Mac simply watches his counterpart spew foolish admissions of failure.
In “PR Lady,” a PR woman accompanies PC (played by John Hodgman) who tries to spin Vista’s problems positively. When PC admits how many users have gone back to XP after facing challenges with Vista, the PR rep says: “By downgrading he means they’re upgrading to an older, more familiar experience.”
In “Podium,” PC plays a politician extolling the virtues of Vista, while Mac (Justin Long) listens to outlandish statements such as “If your printer isn’t compatible with Vista, I say buy a new printer!” The ad ends with PC admitting — off microphone — that he switched back to XP three weeks ago. “So much happier,” he whispers.
And the quirkiest ad is undoubtedly “Boxer,” where a boxing announcer introduces PC in grandiose fashion, and PC strides into the screen with full boxing regalia. Mac looks confused and PC says he’s trying to “show people he’s not going down without a fight.” The announcer ends the ad by revealing a revealing truth over loudspeaker: “Actually, my brother in law just got a Mac, and loves it.”
