Apple's 'Get a Mac' attack

Apple Computer may have broken bread with the Wintel camp, but that doesn't mean it's finding the closer association easy to swallow.

The new Get a Mac ad campaign continues the company's long tradition of that run the Windows operating system, featuring an easy-going, T-shirt-and-sneakers-clad techno-hipster ("I'm a Mac") and a not-so-with-it gent ("I'm a PC") in an ill-fitting business suit.

A series of video clips on the Apple site drives home the point. The "Viruses" clip, for instance, has the sneezy PC stand-in lamenting his susceptibility to maladies, and "iLife" showcases his cluelessness about cool apps. That's in spite of the brief--and quickly obscured--nod to the fact that Macs now have the ability to run Windows ("We have a lot in common these days.")

But it's the "Network" clip that gets in the slyest dig. The PC and Mac characters are joined by a cute and perky young woman identified as "that new digital camera from Japan." Not only do the Mac and the camera characters have an obvious, um, affinity--they chat affably in Japanese, which Mr. PC clearly doesn't understand--but she also declares of the latter, with a mocking smile, "Hey, don't you think he looks nerdy?"

(Thanks to Hayashi Sakawa of CNET Japan for translating--and for spotting this in the first place.)

Tech Culture
About the author

Jonathan Skillings is managing editor of CNET News, based in the Boston bureau. He's been with CNET since 2000, after a decade in tech journalism at the IDG News Service, PC Week, and an AS/400 magazine. He's also been a soldier and a schoolteacher, and will always be a die-hard fan of jazz, the brassier the better.


Join the discussion

Conversation powered by Livefyre

Don't Miss
Hot Products
Trending on CNET


Want affordable gadgets for your student?

Everyday finds that will make students' lives easier: chargers, cables, headphones, and even a bona fide gadget or two!