I’m A Mac

Seth Stevenson looks at Apple’s new ad campaign for Slate:

Directed by Phil Morrison, the campaign is a marvel of clarity and simplicity. No slogans. No video effects. No voice-overs. And lots of clean, white space. It’s like a bath of cool mineral water when these ads come on after a string of garish, jam-packed spots for other products.

Stevenson goes on to say why he does not like the campaign. Read his piece if you want that angle. My take is this work is some of the best material currently running on TV.
While no product specs are given in these spots, I’d argue that Mac buyers don’t buy on specs. And they certainly don’t buy on price. Mac buyers–loyalists and PC converts–buy machines that run Apple’s operating system because it’s easier to use, more robust, etc.
The pie chart spot is my favorite of the bunch, because it neatly exploits the idea that one can do more with a Mac.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.