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  • Ad Wars Inspire Mac to Reach for the Stars

    image via CNNMoney


    On Sunday evening, I spoke with an old friend who has worked as a talent agent in Southern California for nearly three decades. As our conversation turned to where the coolest and most sought-after commercial gigs are today, Apple was brought up - much to my surprise.

    Although signs are starting to emerge that Apple is stepping up efforts to recruit major star power for their promotional campaigns, it's becoming clear why that strategy might be more relevant and necessary than we realize. And, luckily, the timing beautifully coincides with the end of the honeymoon for Snow Leopard. Basically, we've had one solid weekend to poke, prod, and play with Snow Leopard, and suddenly everyone is an expert... or a critic.

    A report by the BBC this morning calls Snow Leopard "a strange beast." Why? Mac users are beginning to notice how Apple opted to minimize colorful new bells and whistles and instead, emphasize major changes "under the hood." In the long run, the move by Apple bodes well for all, particularly, as the article notes, for third-party application developers who will certainly have a lot more to work with in the future than they've ever had before. Nonetheless, Snow Leopard isn't "sexy" enough to advertise itself the way, shall we say, the new line of alleged iPod upgrades likely will after Apple's media even next month.

    As a result, Apple is expected to continue efforts to make the biggest star-studded pushes possible to help remind the masses just how cool Apple is. As our friends at PC World pointed out over the weekend, Apple has already recruited former Seinfeld star Patrick Warburton for two new "Get a Mac" ads.

    The commercial, which is titled "Top of the Line" is a clear and obvious response to Microsoft's seemingly successful "I'm a PC" commercials which focus on the price difference between Mac and PC systems. In the latest ad, Warburton plays a "top of the line" PC, but when questioned about his capability of dealing with viruses and other PC-related headaches, he has no acceptable response, and the interested shopper, surprise surprise, decides to go with Justin Long, who of course is the "Mac."
    In another new ad out this week, actor Robert Loggia portrays a physical trainer trying to whip a poor PC into shape with inspirational messages such as, "Come on get started you bucket of bolts" and "PC Mag rated Mac #1 in customer support. Are you just going to take that?"

    It's funny stuff for sure... but it's also a very serious component of a much larger advertising campaign that, according to my sources, has only just begun. Although there is no word yet as to the other "big names" reportedly in talks for Mac ads, more celebs are on the way to help give Mac a big push going into the holiday shopping season. According to TNS Media Intelligence, Apple spent $264 million on television ads in 2008, 71% more than Microsoft. But in the first six months of this year, Microsoft put up $163 million for commercials - that's twice Apple’s spending.
    This article was originally published in forum thread: Ad Wars Inspire Mac to Reach for the Stars started by Michael Essany View original post
    Comments 27 Comments
    1. rryyddeerr's Avatar
      rryyddeerr -
      just watched those last night on the apple site. funny stuff.
    1. gumby579's Avatar
      gumby579 -
      What...isn't Jerry Seinfield still a celebrity?
    1. caseyseuy's Avatar
      caseyseuy -
      Wow so desperate to beat Windows. It's convertting some users I'll say but will never beat the huge market share that windows has.
    1. MetallicaFan1991's Avatar
      MetallicaFan1991 -
      Get a Mac ads are funny but it makes the Mac look cocky!!
    1. DarkDragonAn's Avatar
      DarkDragonAn -
      I love both OS I have as a Home Computer Windows PC, and as a Labtop I own a MACBOOK PRO. The problem with people and Microsoft Windows is that don't known how to use it, in reality Windown is a very complicated OS so people feel less stupic on a MAC cause everthing is almost done for you, the most advance Computer user take real advantage of the PC can do, like me. So don't complain about Windows if you don't known how to take real advantage of it.
    1. GregTheWang's Avatar
      GregTheWang -
      I love how they always make Mac seem compassionate.
    1. Ticko's Avatar
      Ticko -
      Quote Originally Posted by DarkDragonAn View Post
      I love both OS I have as a Home Computer Windows PC, and as a Labtop I own a MACBOOK PRO. The problem with people and Microsoft Windows is that don't known how to use it, in reality Windown is a very complicated OS so people feel less stupic on a MAC cause everthing is almost done for you, the most advance Computer user take real advantage of the PC can do, like me. So don't complain about Windows if you don't known how to take real advantage of it.
      agreed it only works for people who know how to make it work for them!
    1. klouud's Avatar
      klouud -
      Microsoft lost the battle after Windows Vista. I don't have the funds to throw away my relatively new PC and laptop running Vista and XP respectively, but when the time comes for the upgrade you better believe I'm getting a mac.

      My vista machine crashed 3x (for no reason at all) the 3rd time I could not restore it and had to send the CPU back to HP for a swap out! I'm an intermediate to advanced user... so this was a HUGE deal!

      I'm done with Microsoft.

      tim
    1. Browzer's Avatar
      Browzer -
      Quote Originally Posted by Ticko View Post
      agreed it only works for people who know how to make it work for them!
      I concur.
      I've been using my laptop for the past 8 months without a anti-virus program installed and had very little, as far as I remember, problems that I easily fixed that same or next day's time. What Mac is advertising is arguable to reason. For now, all I got to say to my defense is that with PC, I can change the OS theme, login, boot screen, etc... easier that I can with a Mac. I'm not saying I don't like Mac, I do,but I like PC better.
    1. rwin84's Avatar
      rwin84 -
      Ad wars, Shmad wars... Apple PWNS!
    1. Bernie-Mac's Avatar
      Bernie-Mac -
      Quote Originally Posted by DarkDragonAn View Post
      I love both OS I have as a Home Computer Windows PC, and as a Labtop I own a MACBOOK PRO. The problem with people and Microsoft Windows is that don't known how to use it, in reality Windown is a very complicated OS so people feel less stupic on a MAC cause everthing is almost done for you, the most advance Computer user take real advantage of the PC can do, like me. So don't complain about Windows if you don't known how to take real advantage of it.
      No thanks, I work for computer technology support for my college and i cannot tell you how many hysterical students come to us with the BSOD and other problems after working an a x page essay or whatever. School hasn't even started yet here and two girls came in after owning their new pcs for a week, they didnt even put any software on it yet, and bam! BSOD. When i had a pc, i had to run a c drive defrag once a month, have every anti-virus software from here to timbucktwo, and i still was doing full system restores every few months. I have had my MacBook for 5 years and have not had 1 single issue with it. If thats the "advanced" knowledge you just have to learn to deal with a pc, I'll be an idiot with my dumbed down mac
    1. mdc929's Avatar
      mdc929 -
      ehh ive had enough problems with PC to last a lifetime
      im sticking to my guns.. i mean my macs
    1. MikePA's Avatar
      MikePA -
      Quote Originally Posted by klouud View Post
      My vista machine crashed 3x (for no reason at all) the 3rd time I could not restore it and had to send the CPU back to HP for a swap out! I'm an intermediate to advanced user... so this was a HUGE deal!
      You sent it back to hp to swap the CPU and this is a Windows problem???? Sounds like your problem was hardware related for all 3 failures. But do whatever makes you feel better.
    1. mdc929's Avatar
      mdc929 -
      Quote Originally Posted by DarkDragonAn View Post
      I love both OS I have as a Home Computer Windows PC, and as a Labtop I own a MACBOOK PRO. The problem with people and Microsoft Windows is that don't known how to use it, in reality Windown is a very complicated OS so people feel less stupic on a MAC cause everthing is almost done for you, the most advance Computer user take real advantage of the PC can do, like me. So don't complain about Windows if you don't known how to take real advantage of it.
      Quote Originally Posted by Bernie-Mac View Post
      No thanks, I work for computer technology support for my college and i cannot tell you how many hysterical students come to us with the BSOD and other problems after working an a x page essay or whatever. School hasn't even started yet here and two girls came in after owning their new pcs for a week, they didnt even put any software on it yet, and bam! BSOD. When i had a pc, i had to run a c drive defrag once a month, have every anti-virus software from here to timbucktwo, and i still was doing full system restores every few months. I have had my MacBook for 5 years and have not had 1 single issue with it. If thats the "advanced" knowledge you just have to learn to deal with a pc, I'll be an idiot with my dumbed down mac
      haha i love it
      i tried to convince my friend to get a mac and had her hooked
      unfortunately her father got her a toshiba with vista installed
      3 weeks and it had already crashed on her twice
      shouldve got a mac
    1. DarkDragonAn's Avatar
      DarkDragonAn -
      Quote Originally Posted by Bernie-Mac View Post
      No thanks, I work for computer technology support for my college and i cannot tell you how many hysterical students come to us with the BSOD and other problems after working an a x page essay or whatever. School hasn't even started yet here and two girls came in after owning their new pcs for a week, they didnt even put any software on it yet, and bam! BSOD. When i had a pc, i had to run a c drive defrag once a month, have every anti-virus software from here to timbucktwo, and i still was doing full system restores every few months. I have had my MacBook for 5 years and have not had 1 single issue with it. If thats the "advanced" knowledge you just have to learn to deal with a pc, I'll be an idiot with my dumbed down mac

      I have Windows Vista from Day 1 and I never to restore my system once my cousin in law have a PC and he restore his every 5 month's and he teld me all time "Man I Know, know I mess up is my fault for not doing what you told me.", but guess what he goes and f*** with the system again and again. So is the user not the system and sometime the Hardware like everthing else. Is most your doing, and for your infomation I am computer programmer/IT Tech.
    1. ifonemaniac's Avatar
      ifonemaniac -
      my 2 pennies..
      I like the iPhone; I dont like apple. They're unflappable attempts to sell a lifestyle rather than a product are always captivating. If you see someone with white earbuds they're cool all of the sudden? Take the oversize glasses off a pedophile and put some white earbuds in his head and he's your friend on myspace the next day. Then Tim Loucakis knows all about you...
    1. andypropaganda's Avatar
      andypropaganda -
      Quote Originally Posted by DarkDragonAn View Post
      I love both OS I have as a Home Computer Windows PC, and as a Labtop I own a MACBOOK PRO. The problem with people and Microsoft Windows is that don't known how to use it, in reality Windown is a very complicated OS so people feel less stupic on a MAC cause everthing is almost done for you, the most advance Computer user take real advantage of the PC can do, like me. So don't complain about Windows if you don't known how to take real advantage of it.
      wouldn't linux be considered an advanced operating system that you need to know what you are doing to take advantage of it? And that doesn't suck. I'm pretty sure I rarely hear of the problems occurring with it that occur with Windows...

      Now, I'm not exactly an expert...I'm just going from what I have heard and read.

      IMO Mac always over windows. I used windows up until last year and always debated what to do, and I am so glad I finally decided to just buy a Mac.
    1. JHoffy1's Avatar
      JHoffy1 -
      More advertising = more expense.

      Watch out, my next generation already expense iMac will be even more expensive.
    1. DarkDragonAn's Avatar
      DarkDragonAn -
      Quote Originally Posted by andypropaganda View Post
      wouldn't linux be considered an advanced operating system that you need to know what you are doing to take advantage of it? And that doesn't suck. I'm pretty sure I rarely hear of the problems occurring with it that occur with Windows...

      Now, I'm not exactly an expert...I'm just going from what I have heard and read.

      IMO Mac always over windows. I used windows up until last year and always debated what to do, and I am so glad I finally decided to just buy a Mac.

      Ok! I never said the MAC is not a good system, from the beginning I said I Love both System's and I prefer to use as a PC Windows and as a Labtop Mac.
      Linux never like it cause it was complex but too simple for me. Windows felt more complex if you really want to learn IT troblem shooting network and so on, cause some of the problem people get in to with Windows PC. One is not better than the other is all on the user preference. That why God made Colors and I love Both.
    1. mooseman's Avatar
      mooseman -
      I'm a mac, and I love apple and all, but I don't think they're machines are the "best." Just recently my 2nd apple laptop in a row (the old blackbook 13") had a harddrive failure. Thus far I haven't had an apple laptop live past 2 and a half years. Even my Brand New Aluminum Unibody 13" Macbook Pro (that I got as a Replacement) would not boot past the logo a week and a half after purchase.

      Don't get me wrong, I love the operating system, and the support, and the company, but they're definitely not the invincible.