By Harry McCracken | Wednesday, May 13, 2009 at 9:08 am
There’s a new Apple “Get a Mac” ad out–and this one is the first one that would seem to respond directly to Microsoft’s “Laptop Hunters” ads and their snarky put-downs of Macs, since it involves a woman shopping for a computer and addresses the fact that there are gazillions of PCs out there:
The ultimate gist of the commercial–Windows PCs involve hassles that Macs don’t–is the same as that of many previous “Get a Mac” ads. But it’s interesting to see Apple acknowledge the fact that Macs don’t offer the variety that PCs do, and to say that choice is less exciting if all the computers you can choose from are flawed.
I’m burned out on the Windows-Mac commercial wars (I didn’t even bother to mention Sheila, the star of Microsoft’s most recent ad). But choosing a computer is as much or more about the experience you hope to get from the machine on a day-to-day basis as it is about raw specs. And I continue to be surprised that the Microsoft ads don’t address living with an operating system at all, and to think that it makes sense that that the Apple ones do.
Anyhow, I don’t know if anyone involved with Apple’s advertising thinks that the Laptop Hunters spots are having an impact and needed a response, or whether the company just thought it would be fun to parody the Microsoft commercials. Either way, Microsoft’s surprising decision to embrace Apple’s “I’m a PC” and to compare PCs and Macs in its ads is having an impact. Even if its ads’ comparisons are pretty specious.