Apple in its “Get a Mac” ad campaign, which ran from 2006 to 2009, had resorted to simplicity rather than the run-of-the-mill complex gimmicks that are part and parcel of most ad campaigns. Created by TBWA\Media Arts Lab, the campaign was based on an uncomplicated standard template with a white background for each of the ads that made up the “Get a Mac” promotion.
The ads in the campaign showed the personification of Mac and PC with actor Justin Long playing a Mac while humorist John Hodgman did a PC – “I’m a Mac”, “I’m a PC” – It was a comparison between the features and capabilities of the two computers.
What was different is that instead of an actor or voiceover talking about the attributes of the computers, Long and Hodgman become the computers (Mac and PC) to convey the campaign message to the target audience.
Coming to the present, Apple has adopted a similar campaign approach of simplicity with its iPad Pro to target the PC-using audience who have apprehensions about the tablet having the character to replace the PC.
Twitter account holders replace actors in the new iPad Pro series of commercials. Each of the ads concentrates on a particular feature of the Pro like No viruses, Microsoft Word, LTE, and the Apple Pencil (Better than a PC).
A Twitter user holding up a giant printed tweet with a particular issue is addressed by a voiceover suggesting the iPad Pro as the best solution to PC woes.
Back in 2015, Apple CEO Tim Cook, in an interview with the Telegraph, had said that with its launch the iPad Pro would become instrumental in the demise of the PC.
“I think if you’re looking at a PC, why would you buy a PC anymore? No really, why would you buy one?
Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else, other than their phones,” is what he had said.
Here are the iPad Pro commercials:
The iPad Pro features highlighted by Apple on its website are:
* An awesome display of progress.
* A color standard big enough for Hollywood.
* See things in the best possible light. Whatever the lighting.
* No matter how you turn it, you’ll want to turn it up.
* Faster than a speeding laptop.
* Type. On a totally new type of keyboard.
* Completely familiar. Entirely revolutionary.
* Capture every detail in greater detail.
* Incredible power has never been so easy to handle.
* Fast wireless connectivity.
* The password is you.
Get the details of the features here: http://www.apple.com/in/ipad-pro/
Given below are the Apple “Get a Mac” campaign commercials from back then to evoke some good old memories.