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Agency Network: 
August 2008

Also From This Campaign 4


Brian Robinson, Stefan Sonnenfeld

Film advertisement created by TBWA, United States for Apple, within the category: Electronics, Technology.

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
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Carlos Garcia's picture

The old ads, those that were a lot more subtle, were better.
But these are still nice. I think.

Carlos Garcia
Activity Score 847
Copywriter at Zwela |


sloppy4's picture

no need to apologize. they are nice.

Activity Score 1492
pscs's picture

I hate those mac so-called "geniuses", they're so arrogant. visit your nearest apple store to find out more.

Activity Score 440
Crisp One's picture

haha thats sooo effing true

Crisp One
Activity Score 2005
Other at New York
C-Pain's picture

This campaign is great but isn't it getting a little tired by now?

Activity Score 24
Charlie Pratt's picture

I never thought I'd say this, but yes, this campaign is at the beginning of the end.

Charlie Pratt
Activity Score 427
Audrius Kubrik's picture

admit it, this is a wonderful story telling which is hard to not enjoy. great insight, too.

Audrius Kubrik
Activity Score 828
the Pun-isher's picture

I'm all the way from south africa and I agree 120% with pscs-These so Mac geniuses think they are gods gift to computers. And if us mortal, ignorant scumbags just happen to asked them for advice on a problem? They look at you as if you've just asked them what the answer to 1+1 is. You think I'm making this up, just visit or call a store for more...(hey PSCS, that's catchy)

THough this campaign might be getting a bit old now-it still is pretty funny.

the Pun-isher
Activity Score 228
all brand no flakes
Whip's picture

I disagree with your comment about this campaign getting old. It will be around for a while, as well it should be. Apple seems to be doing really well, if you haven't noticed. Maybe you should try working on a Mac, they are as simple as 1+1.

Activity Score 80
CGilb09's picture

Haha, while I do like these ads, Mac's arrogance is obnoxious. I really want to see some PC company take a stab right back at them. I use a Mac at work and a PC at home, and they both have their fare share of problems.

Activity Score 572
Northlich/ University of Cincinnati |

Tweet tweet: @ThisAbility

k-rocka's picture

Mac has it's fair share of problems? Try upgrading to one later than the G3.

Activity Score 426
Graphic Designer
Wyvie's picture

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. :)

Activity Score 76
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