Off the air

August 2008
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Brian Robinson, Stefan Sonnenfeld

Advertising Agency: TBWA\Media Arts Lab
Chief Creative Officer: Lee Clow
Executive Creative Directors: Duncan Milner, Eric Grunbaum
Creative Director: Jason Sperling
ACD / AD: Chuck Monn, Jamie Reilly
Sr CW / CW: Krista Wicklund, Kevin Tenglin
Producers: Mike Refuerzo, Serena Auroux
Production Co: Epoch Films
Director: Phil Morrison
DP: Peter Donahue
Editorial Co: Mad River Post
Editor: Lucas Eskin
Post Co: Company 3

Comments (12)

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Wyvie's picture
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These ads annoy the hell out of me. What sort of a marketing strategy is it to just say "the other guy sucks"? How can Apple get their ipod advertising oh so very right, and yet have such a massive fail on their Macs? If you've ever read the bit on the Apple site with the reasons to switch, count just how many actually focus on their competitor's supposed features or problems. It's not good.

I think if they changed their campaign to just focus on their own potential, they'll a) stop making themselves the underdog (and therefore making it true), b) stop alienating PC users who get offended at being told that their current system sucks, and c) get some dignity.

I also find it hilarious that one of the ads says that Macs are "choice", when I've always seen it the other way around. Macs work because there aren't many choices; that's their strength. Components work together because they're made to, and they don't have to make seventeen hundred different brands try to talk to each other. Macs are great for people who don't want or need to know what's going on behind the scenes.

A friend of mine described it like cars - Macs are an auto, easier to use, get you where you're going in a much less complicated fashion. But PCs are like manuals (stick shifts, don't you americans call them?), when you want to get the most out of the machine, when you want to know *why* it's done something, when you know how to make it do what you want - and most of all, when you want to make it out of custom parts. Or when you want two mouse buttons and the ability to undelete files, lol.

Sorry, I actually meant to just focus on the marketing strategy there. Got a bit carried away. :)