![]() ![]() It's too easy for companies to accidentally come off as arrogant or pompous, and much easier for the company that they are attacking to play the victim in any sort of response. Read between the linesĪttack ads - most often used in politics, but rear their head in plenty of other circles - can leave a stale taste in people's mouths. While these ads we no doubt a direct comparison between Mac and Windows - especially in the later TV spots that the campaign produced - Apple took a very deliberate strategy to not come off as attacking PCs even though they definitely were. But these were the first ads Apple released to personify the Mac - and by extension the company - so personally and so well. ![]() Now, Apple wasn't the first company to employ these type of tactics personifying your product, compact, or service is a pretty popular marketing technique. Plus, John even resembled Microsoft founder, Bill Gates, which I always thought was a clever touch to the ad campaign overall. Of course, as everyone knows, the next line of dialogue was spoken by comedian John Hodgman - "and I'm a PC." John - especially next to Justin - looked old, stodgy, and drab. Ths Viruses ad (shown above) was the first ad (out of the original batch of ads) to hit the TV screen, and it starts with a simple greeting, "Hello, I'm a Mac." The phrase was spoken kindly and invitingly by actor Justin Long, who just looked like a casual guy you would see on the street.
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