“1984″ – The famous Super Bowl Spot Apple Campaign “Get a Mac” (2)
Jul 13

Apple Campaign “Get a Mac”

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2006

Viruses

PC has caught a new virus (represented as a cold) and warns Mac to stay away from him, citing the “114,000 known viruses for PCs.” Mac states that the viruses that affect PCs don’t affect him, and PC announces that he’s going to ‘crash’ before collapsing onto the floor in a faint.

Work vs. Home
Mac describes how he enjoys doing ‘fun stuff’ such as podcasts and movies, leading PC to claim that he also does “fun stuff” such as timesheets, spreadsheets and pie charts. After Mac responds that it is difficult to capture a family vacation using a pie chart, PC rebuts by showing a pie chart representing “hangout time” and “just kicking it” with different shades of gray.

Touché
Right after PC introduces himself, the Mac character replies, “And I’m a PC too”. Mac explains to the confused PC that he can run both Mac OS X and Microsoft Windows, calling himself “the only computer you’ll ever need.” PC mutters, “Oh…touché.” The Mac character, referring to the rules of fencing, explains that one only says “touché” after he or she makes a point and someone else makes a counterpoint, but the PC character continues to misuse the word. A similar conversation occurred in Dodgeball: A True Underdog Story, a film which Justin Long (Mac) appeared in.

Out of the Box
Mac (in a white box) and PC (in a brown box doing some exercises) are in boxes discussing what they will do when they are unpacked. Whereas Mac says that he can get started right away, PC is held up by the numerous activities he must complete before being useful. Mac eventually leaves to get right to work, whereas PC is forced to wait for parts that are still in other boxes.

Trust Mac
PC, in an attempt to hide from spyware, is wearing a trench coat with dark glasses and a false mustache. PC offers Mac a disguise, but Mac declines, saying he doesn’t have to worry about the normal PC spyware and viruses with Mac OS X.

Angel/Devil
Mac gives PC an iPhoto book to view. Suddenly, angel and devil versions of PC appear behind him. The angel encourages PC to compliment Mac, while the devil prods PC to destroy the book. In the end, PC says the book is good, and then turns around, feeling the air where the angel and devil versions of PC were.

Accident
A wheelchair-bound PC, who is wearing casts on his arms, explains that he fell off his desk when someone tripped over his power cord, thus prompting Mac to point out that the MacBook’s and MacBook Pro’s magnetic power cord prevents such an occurrence.

Better Results
PC and Mac discuss making home movies, and show each other their efforts. Supermodel Gisele Bündchen enters, representing Mac’s movie, while PC’s movie is represented by a man with a hairy chest and a blonde wig wearing a dress similar to Bündchen’s. PC states that there’s some work in progress with his movie.

Self Pity
Mac, for once, is wearing a suit, and explains that he “does work stuff too” and has been running Microsoft Office for years. Upon hearing this, PC becomes despondent and collapses on the floor, begging to be left alone to depreciate.

Counselor
PC and Mac visit a counselor to resolve their differences. However, while Mac finds it easy to compliment PC (”you are a wizard with numbers and you dress like a gentleman”), PC’s resentment is too deep for him to reciprocate (”I guess you are better at creating stuff, even though it’s completely juvenile and a waste of time.”). The counselor suggests them coming in twice a week.

Meant for Work
PC, looking haggard and covered in stickers, complains about the kids who use him and their activities, such as making movies and blogging, which are wearing him out and makes him “cry to sleep mode.” He complains that, unlike Mac, he is meant more for office work. PC then trudges off because his user wants to listen to some Emo (represented by the Anarchy sign on his back).

Sales Pitch
Although Mac introduces himself as usual, PC says “… and buy a PC.” He explains that Mac’s increasing popularity is forcing him to be more forward in his self-promotion, and is reduced to holding up red signs with various pitches on them.

Gift Exchange
Mac and PC exchange gifts for Christmas; PC, who is hoping for a C++ GUI programming guide, is disappointed to receive a photo album of previous Get a Mac ads made on iPhoto, and Mac receives from PC a C++ GUI programming guide.

Goodwill
Mac and PC agree to put aside their differences because of the Christmas season. Although PC momentarily slips and states that Mac “wastes his time with frivolous pursuits like home movies and blogs,” the two agree to, as Mac says, “pull it into hug harbor” and the each wish each other a good holiday.

WSJ
Mac is reading a favourable review of himself by Walt Mossberg in the Wall Street Journal. Jealous, PC then claims that he also received a great review, but is caught offguard when Mac asks for specific details. This ad is currently not available online at the Apple site. But you can see it here.

2007

Surgery
PC appears in the garb of a patient awaiting surgery, and explains that he is upgrading to Windows Vista but requires “surgery” to upgrade (specifically, upgrading such items as graphics cards, processors, memory, etc). In reference to perceived difficulties in upgrading, PC admits that he is worried about going through it and bequeaths his peripherals to Mac should he not survive. Mac ask PC if, like him, his upgrade is just straight forward.

Sabotage
In this advert, PC is present, but a different actor appears in Mac’s place, obviously reciting poorly memorized lines to flatter PC. The real Mac arrives soon after, and while PC sheepishly denies anything is happening, ‘impostor’ Mac tells ‘real’ Mac that he’s “a big fan.”

Tech Support
A technician is present to ‘install’ a webcam to PC (using masking tape to attach it to his head). PC is extremely pleased by his new upgrade, but on hearing from the technician that Mac has a built-in webcam, he storms off without waiting for the camera to be fully ‘installed’.

Security
In a reference to criticisms of Windows Vista’s security features, PC is a joined by a tall United States Secret Service-style bodyguard representing Vista’s new security feature, who intrusively demands that he “cancel or allow” every incoming or outgoing interaction he has with Mac.

Computer Cart
PC and 3 other men in suits are on a computer cart. When Mac asks why, PC says that he gets an error with a Windows Media Player Dynamic-link library file (WMP.DLL), and that the others suffer from similar errors (The man in the beige suit represents error 692, the man in the grey suit represents a Syntax error, and the man in the bottom of the cart represents Fatal error in which PC whispers along with “he’s a goner” after the commercial). Mac explains that Macs don’t get cryptic error messages.

Flashback
Mac asks PC if he would like to see a website and home movie that he made. This prompts PC to flashback to a time when both he and Mac were children; when the younger Mac asks the younger PC if he would like to see some artwork he did, the younger PC takes out a calculator and calculates “the time we’ve just wasted.” (This may be a reference to the time when PC’s were text-based, while Macs were slower but had GUI’s) Returning from the flashback, PC does the same thing.

Stuffed
PC enters slowly, with a ballooned torso, explaining that all the trial software is slowing him down. Mac replies that Macs only come with the software “you want” (namely, the iLife package). As PC finally gets on his mark, Mac begins his intro again, but PC realizes that he’s forgotten something and begins to slowly leave.

Party is Over
PC unhappily throws a party celebrating the release of Windows Vista. He complains to Mac that he had to upgrade his hardware, and now can’t use some of his old software and peripherals. He then talks with one of the party members about throwing another in 5 years, which turns into 5 years and a day, and so on.

Genius
Mac introduces PC to one of the Apple Geniuses from the Apple Retail Store’s Genius Bar. PC tests the Genius, starting with math questions and culminating in asking her, on a scale of one to ten, how much does he loathe Mac, to which she answers eleven which is correct, and PC says “She’s good. Very good.”

Choose a Vista
Confused about which of the six versions of Windows Vista to get, PC spins a big game wheel. PC spins “Lose a Turn” and Mac questions why PC put that space on the wheel.

Boxer
PC is introduced as if he were in a Boxing match, stating that he’s not going down without a fight. Mac says back that it’s not a competition, but rather people switching to a computer that’s simpler and more intuitive. The ring announcer admits his brother-in-law got a Mac and loves it.

Podium
PC, in the style of a political candidate, is standing at a podium making declarations about Windows Vista, urging those who are having compatibility problems with existing hardware to simply replace them and to ignore the new features of Mac OS X Leopard – however, he privately admits to Mac that he himself has downgraded to Windows XP three weeks ago. His key slogan is “It’s not about what Vista can do for you, it’s what you can buy for Vista.”

PR Lady
Mac and PC are joined by a public relations representative (played by Mary Chris Wall), who has been hired by PC to place a positive spin on the reaction to Windows Vista and claims that many people are even downgrading back to Windows XP, but her response to claims that more people are switching to Mac instead is a sheepish “No comment.”

Misprint
PC is on the phone with PCWorld attempting to report a misprint. He explains how they said, “The fastest Windows Vista notebook we tested this year is a Mac.” PC goes on to argue how impossible it is for a Mac to run Vista faster than a PC while Mac tries to explain that it is true. While arguing with PCWorld over the phone, PC says he’ll put Mac on the line to set things straight. However, he instead lowers his voice and talks ‘cool’ in an attempt to impersonate Mac saying that PCs are faster.

Now What
PC begins by showing off his new, long book, I Want to Buy a Computer — Now What?, to help customers deal with all the difficult computer-buying decisions, with no one out there to help. Mac then replies that buying a computer is in fact “really easy,” explaining that at Apple Stores there are “personal shoppers” to help you find the perfect Mac. Mac goes on to say that there are even workshops there to teach people about using the computers. Upon hearing this, PC says that he also thought of this and brings out the companion volume, I Just Bought a Computer — Now What?.

Santa Claus
An animated Get a Mac commercial featuring Santa Claus and Christmas caroling by both PC and Mac. PC spoils the song by inserting “Buy a PC and not a Mac this holiday season or any other time for goodness sake”. The animation style is similar to the Rankin/Bass television specials Rudolph the Red-Nosed Reindeer and Santa Claus Is Comin’ to Town.

Referee
A referee is present, according to PC, to make sure that Mac doesn’t go on saying that Leopard is better and faster than Vista. When Mac defends himself saying that it was The Wall Street Journal who compared the two, PC complains, and the referee sides with Mac. Upon insulting the referee, PC gets ejected, but PC rebuts, saying that he has nowhere to go (in the ad’s area).

2008

Time Machine
In the typical introduction of Mac and PC, instead of there being one Mac, there is a line of 10. PC is shocked, so the various Macs explain that it is simply “Time Machine,” a feature in Leopard which makes regular backups of the hard drive. PC is forced to admit that such a feature is “pretty awesome,” followed by thanks from the various Macs.

Breakthrough
Mac and PC’s therapist (see “Counselor” below) suggest that PC’s problems are simply a result of software and hardware coming from various places, whereas Mac gets all his hardware and software from one place. “It’s not my fault!” PC keeps repeating with support of Mac and the therapist. Then PC concludes, “It’s Mac’s fault, it’s Mac’s fault,” with Mac and the therapist disappointed in PCs conclusion. PC ends with the comment: “What a Breakthrough!”.

Tech Support
A technician is present to ‘install’ a webcam to PC (using masking tape to attach it to his head). PC is extremely pleased by his new upgrade, but on hearing from the technician that Mac has a built-in webcam, he storms off without waiting for the camera to be fully ‘installed’.

Yoga
Mac is watching PC have a yoga session where the yoga instructor (Judy Greer) is coaching PC in “expelling bad Vista energy” and forgetting Vista’s problems, but when the yoga instructor goes on to complain that Vista screwed up the yoga billing, PC considers switching to pilates.

Office Stress
Mac’s new Microsoft Office 2008 program has just come out. In the box that PC gives him, is a stress toy for Mac to use when he gets stressed from doing lots more work, which PC begins using as he complains that Microsoft Office is too compatible with Mac and that he wants to switch his files over and he is getting less work then Mac, eventually breaking the toy.

Group
PC is at a help group for “PCs living with Vista”. The other PC’s there tell him to take it one day at a time and that he is facing the biggest fact of all, that Vista isn’t working as it should. They all wish the Vista problems will go away sooner and a lot easier. One of them says pleasingly that he has been error-free for a week and starts to repeat himself uncontrollably and the others get disappointed.

Pep Rally
PC is introduced by a cheerleading squad. When asked to explain, PC explains that Mac’s number 1 status on college campuses with his built in iSight camera, his Stable operating system, and being able to run Microsoft Office so well, so he is trying to win students back with a pep rally. The cheerleaders cheer, “Mac’s Number One!,” and upon PC’s complaint, they cheer, “PC’s Number Two!”

Sad Song
PC sings a short country-blues style song because Vista has gotten him feeling down. The song is about people ‘leaving him’ for Mac and that Vista’s got issues. A hound dog then howls and Mac claims the song is touching.

Sad Song (extended Version)
PC sings a short country-blues style song because Vista has gotten him feeling down. The song is about people ‘leaving him’ for Mac and that Vista’s got issues. A hound dog then howls and Mac claims the song is touching. This longer version ends with PC asking Mac if the dog is his, which it’s not.

Calming teas
PC announces calming teas and bath soaps to make Vista’s annoyances easier to live with.

Throne
PC appears in a king’s robe and throne saying that even though switching computers can be difficult, his “subjects” won’t leave him and that he’s still king. Mac then begins talking about how PC’s subjects can just bring their PC into an Apple Store where they’ll transfer all the files over to a new Mac, at which PC declares Mac ‘banished’.

Pizza Box
PC tries to attract college students by posing as a free box of pizza. Note that this ad was aired during Apple’s 2008 back-to-school promotion.

Off the Air
Mac and PC show up with a Mac Genius who says that it is now “easier than ever” to switch to a Mac and that a Mac Genius can switch over a PCs files to a new Mac for free. PC then protests that it is fear which keeps people from switching and that people don’t need to hear about the Mac Genius, pulling a cover over the camera and declaring them to be “off the air”.

Bean Counter
PC is “doing a little budgeting”. He admits that Vista’s problems are frustrating PC users and that it’s time to take “drastic action”: spending almost all of the money on advertising. When Mac asks PC why he thinks the small amount of money left will fix Vista, PC reallocates it to advertising.

V Word
PC declares that “we’re going to stop referring to my operating system ([Vista]) by name”. He says using the word “doesn’t sit well with frustrated PC users. From now on, we’re going to use a word with a lot less baggage: Windows”. He is holding a black box with a large red button that sounds a buzzer when pressed. PC presses the button whenever Mac says “Vista”. After pointing out that not using the word isn’t the same as fixing the operating system’s problems, Mac ends the ad by saying “Vista” several times in rapid succession, thwarting PC’s attempts to sound the buzzer.

Bake Sale
PC is seen having a bake sale. When Mac questions PC regarding the occasion, PC replies that he is trying to raise money by himself in order to fix Vista’s problems. Mac decides to contribute by buying a cupcake and as soon as he takes a bite, PC wants Mac to pay ten million dollars for it.

See also: Apple Campaign “Get a Mac” – Part 2

Source (Text):

Article “Get a Mac”. (2009, May 13). In Wikipedia, The Free Encyclopedia. Retrieved 20:20, May 13, 2009, from http://en.wikipedia.org/w/index.php?title=Get_a_Mac&oldid=289681924

This article is published under the GNU General Public License

written by Christoph Dernbach \\ tags: , ,


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