Apple: The V word

Advertising Agency: TBWA\Media Arts Lab, USA
Chief Creative Officer: Lee Clow
Executive Creative Directors: Duncan Milner, Eric Grunbaum
Creative Director: Jason Sperling
ACD/Sr. AD: Chuck Monn, Jamie Reilly
Senior Copywriters: Kevin Tenglin, Krista Wicklund
Agency Producer: Serena Auroux
Production Co: Epoch Films
Director: Phil Morrison
DP: Peter Donahue
Editorial Co: Mad River Post
Editor: Val Thrasher
Post Co: Company 3, Brian Robinson, Stefan Sonnenfeld


SeanMartin's picture

I freaking love this series. It's consistently wry yet makes its sales point efficiently (and painlessly). Not many long-running campaigns can claim that.

picopalqlea's picture
999 pencils

Hello i'm a QUICKtime!
and I'm a ffffffffffffllllllaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaassssssssssssssssssssssssssssshhhhhhhhhhhhhhhh......

kgeiger's picture
7173 pencils

Right on target pico.

Javier Ramírez's picture
Javier Ramírez
1245 pencils


Chief Creative Director Nexus BBDO

Ad_Man's picture
828 pencils


Think it for a while.
Then, in anytime, it will come to your mind as an idea.

Wyvie's picture
76 pencils

I still hate this campaign. It's cute, and amusing, but it only sells its products through putting down another. I only did a semester of marketing, but I'm sure that was one of the BIG no-noes.

I must've missed something though - why is Windows not saying Vista? Every PC owner I know with Vista loves it. The rest are still running single cores.

OMG SeanMartin, I think this is the first time I've ever disagreed with you! Lol.

SeanMartin's picture

It's not a completely negative campaign -- if you look at others in the series (The full run can be seen at apple. com, and it's interesting to see how the two actors have changed over time), you see that the points being made about Apple *in contrast to* PC are all done in very light, casual ways... and yet in ways that make you remember later on. That's why this campaign has worked for two years now. And it's brilliant in that it doesnt cast PC as a "villian", just a friend who's lost his way.

Guest commenter's picture
Guest commenter

Absolutely sick of this campaign.

Mrry's picture

I'm sick of it too... It was fun at first, but now... it is just the same and the same and the same...

Joe_P's picture
27 pencils

This whole campaign is great. So smart and simple, and you can't help but watch every new one that comes along. really nice work.

Guest commenter's picture
Guest commenter

It's garbage ... has nothing intelligent in it and lacks flavour kinda like a Pepsi ad trying to dis Coke. Just lame.

VioletYoshi's picture

I realized these ads actually work against Mac.

See the Mac guy is like that smug preppy jerk who teases people in high school, and he probably has all his work done for him, cause he's a jock too.

So Mac teases PC for being nerdy but in the end the joke is on Mac, cause who knows more about computers than a nerd?

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