We've all seen the Mac vs. PC ads - smart and funny, albeit redundant and predictable. But everyone likes the ads because of all of these things. People also like the ads because they point out the obvious truths.
The ads makes up a narrative of the Mac vs. PC battle. It's almost akin to tuning into a Soap Opera - almost. Nothing really significant changes over time, but enough to keep you interested. We hear about the ongoing struggles of the PC, while we watch the Mac soar to even greater heights.
The setting is always the same - a clean white backdrop. Sometimes there are some props - like chairs, and sometimes another person, or even a dog.
As Lisa was discussing over on her blog, the visual representation of both characters are quite distinct. Cool vs. uncool. Corporate vs. Trendy. Boring vs. Fun. What I had never associated with these ads - at least not consciously - was a link to politics and the different US political groups - the Republicans vs. the Democrats.
Before the recent Obama vs Hillary race for leadership I couldn't have told you a thing about either group - but having watched that race, I can now see a definite divide that resonates pretty strongly with these Mac ads.
[Aside: Were the Republicans and Democrats always so different that you could pit them against one another like we do with the Mac and the PC? Having never really followed American politics before, I really don't know.]
The PCs generally speak to an older generation. They still give off a very corporate feel. When I was last at the movie theatre there was an ad for an HP notebook, and it gave off the message that it could do so much, and he looks pretty cool with it too. I laughed [on the inside] when I saw that. Do many people associate the reliable, functional, and cool aspects of Windows related products? I can't say that I know of many.
Watching the 'Sad Song' Mac ad has made me want to go off and listen to some old twangy country music.
1 comment:
I don't think there was much of a distinction between Dems and Reps until the 1960s with JFK. After Kennedy, Democrats were viewed as more liberal and accepting of radical ideas. When advertising started playing a key role in presidential campaigns, it was all about who had the better ad campaign (I Like Ike!). In a recent interview with Alec Baldwin, he said that Americans choose presidents just like they choose laundry soap. (There's probably a design idea in comparing the candidates to the detergent these days with less packaging.)
Although the race dragged out longer than needed, Obama and Clinton are on the same side (Democrats). The real race is between Obama and McCain. But the comparison remains the same (stodgy and traditional versus hip and modern).
I'd say there could also be a comparison between Mac vs. PC and Canada vs. U.S. (with John Hodgman playing the role of the U.S. citizen defending the country despite it's viruses and ailments and so on).
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I like ice cream!
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