Brand Advertising Worldwide - Campaign #3

Brand Advertising: Campaign "Get a Mac." by TBWA\Chiat\Day, Los Angeles, for Apple Computers. Originally titled "PC vs Mac"

- Visual identity & symbols: The two main actors, Mac logo, white space.

- Brand personality: Mac is creative and fun in contrast to Mr. PC who is a stiff "numbers" guy.

- Relationship with the audience: Mac is collaborative, easy going. He's the kind of guy you'd like to work with.

- The brand story evolves over time as the audience becomes acquainted with Mr. Mac.

The 60+ TV ads in the PC vs Mac campaign - launched in 2006, now retired - use multiple advertising techniques, such as personification and dramatic conflict, to achieve both strategic and tactical objectives.

Every ad in the campaign projects the Mac's brand personality: helpful, hip, and friendly. On the tactical side the TVCs tell us that Macs don't get viruses, that they "work" right out of the box, and interact smoothly with peripherals.

While this campaign is loaded with advertising techniques, the presentation is visually simple and clean, with a focus on the PC and Mac characters.

Mac's vivid personality, his clearly definable relationship with the viewing audience, and the visual consistency of the TV spots make this a world-class campaign.

Note: In 2007 this campaign was awarded the Grand Effie at the 39th Annual Effie Awards, honoring ideas that work. The award certificate reads in part:

"Results included market share growth of 42%, record sales and cultural influence."

In 2010 AdWeek magazine (US) honored the campaign as the "Best Of The Decade."

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