Direct Selling Mocked

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. This entire Mac campaign has always been peculiar. It masquerades as soft sell, but really employs hard sell tactics.
    On the one hand, David, your headline implies that Mac is mocking direct response. But the truth is, the entire campaign is rooted in direct response tactics, right down to literally depicting a side-by-side comparison.
    Is this latest spot just an attempt to combat the success of direct sellers like Dell?
    It’s also interesting that Apple stores are probably being hurt sales-wise by competitors like CompUSA and Best Buy, who successfully sell Macs by using direct response promotional tactics.

  2. I did think it was a slam on Dell, more than Microsoft itself. Of course, Microsoft’s OS runs Dell’s machines.
    As for using direct tactics to rip on the direct business model, it tempts me to think there are some real craftsmen behind this work.