Apple's 'Get a Mac' named campaign of the decade

Apple's ad campaigns are rather notorious in many ways, though with that comes the fact that they're some of the most recognized ones on the planet. AdweekMedia believes that Apple's very effective with its strategy, and has named Apple's 'Get a Mac' campaign of the decade.

AdweekMedia has recently posted their choices for 'Best of the 2000s', with categories ranging from TV show of the decade all the way down to the most popular Super Bowl spot. As mentioned, Apple's infamous 'Get a Mac' ad campaign, featuring John Hodgman and Justin Long, took the campaign of the decade crown; AdweekMedia elaborated on the choice, stating the following:

"Apple always diverged from the "speeds and feeds" ads associated with the computer category, but the brand really defined itself with the 2006 launch of TBWA\Media Arts Lab's "Get a Mac" campaign. That series of 60-plus ads brought some humanity into the equation by turning the machines into live-action cartoons. In so doing, the comic spots offer transparent understanding of the aspirations of its audience and how people identify—and connect emotionally—with technology. The genius is in the casting. The Mac guy, Justin Long, is a younger version of Steve Jobs who is casual and comfortable in his skin. PC, personified by John Hodgman, as a rounder, paler Bill Gates, is a well-meaning geek with all kinds of operating problems. For Apple, the campaign managed the neat trick of making the brand look laid back and cool while it mercilessly skewered its rival."

It seems that Apple wasn't successful only with its campaign on AdweekMedia's site, but it also took out brand of the decade, with Steve Jobs holding marketer of the decade. Additionally, the iPod was the product of the decade. Voice your opinion about the choice below, Neowin, and whether or not you believe a different series of advertisements should have taken the top spot.

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45 Comments

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When you try and bash windows 7 like it was Vista, when in reality Windows 7 is being received very well, it makes Pc users watching the mac ad seem silly and petty, not persuasive.

When an ad campaign does nothing more than insult the intelligence of PC users and attempt to reduce buyer's remorse for the Mac users it isn't even worthy of being considered.

Good to start the day with a laugh though

Who did they take the crown from? The Budweiser Frogs?

But seriously, the ads didn't work much. Besides iPods, they really haven't worked. People want a decent mp3 player, but as for computers, the ads were blatant lies, and that's why they didn't work.

I'd give them second place to the UPS guy.

ccoltmanm said,
But seriously, the ads didn't work much. Besides iPods, they really haven't worked. People want a decent mp3 player, but as for computers, the ads were blatant lies, and that's why they didn't work.

Actually,
The iPod ad campaign.. with the silhouettes of people with earbuds.. was probably more effective in the end

I thought the ad campaign was called "I'm a Mac" not "Get a Mac." Not like it matters. They were pretty clever at first, but lost their edge about the 3rd or 4th commercial. 60 commercials later, the horse was dead and Apple had kicked clear through the spine.

lol. that's what i thought too, but the thing is "i'm not a mac". i'm just me, free to use whatever tech is right for the job i need to do: coding or media, without necessarily sticking myself with a label.

gotta love that!

I'd have personally voted Nintendo or Google as brand of the decade. Nintendo went from virtually bankrupt right back into the limelight in a BIG way. Google were also fairly small time in 2000, and now they're a huge powerhouse company known the world over.

The Teej said,
I'd have personally voted Nintendo or Google as brand of the decade. Nintendo went from virtually bankrupt right back into the limelight in a BIG way. Google were also fairly small time in 2000, and now they're a huge powerhouse company known the world over.
bingo. Although I am not a Nintendo fan, they really did themselves well this past decade.


The Teej said,
I'd have personally voted Nintendo or Google as brand of the decade. Nintendo went from virtually bankrupt right back into the limelight in a BIG way. Google were also fairly small time in 2000, and now they're a huge powerhouse company known the world over.

This is about the campaign of the decade, not the brand, and there's quite a difference.

Jugalator said,
This is about the campaign of the decade, not the brand, and there's quite a difference.

"It seems that Apple wasn't successful only with its campaign on AdweekMedia's site, but it also took out brand of the decade, with Steve Jobs holding marketer of the decade. Additionally, the iPod was the product of the decade."

I have to agree they are mostly entertaining and that helps with advertisement because if you can remember the ad you are most likely to think of that product first.

Their commercials made me and a lot of my friends hate Apple. Before those adds I honestly didn't care about macs.

It's sad that the campaign of the decade is one that provokes hostility over a user's choice of an operating system.

Completely agree. It makes the educated public who know the truth of the operating systems available get to the point where you say to yourself, "Well that's not true" and "That's not innovative, has had that for years".

Just a bunch of hyped up B.S. for the sheeple.

hotdog963al said,
Pretty sure Windows is more of a "sheeple" OS, actually.
Everyone's got it, there's nothing special about it.

A Sheeple OS?

In that case, OSX is a "Smug-Git OS"

hotdog963al said,
Pretty sure Windows is more of a "sheeple" OS, actually.
Everyone's got it, there's nothing special about it.

What's not special about a $99-150 OS that runs on practically all standard, contemporary desktop and notebook computers? The term "sheeple" implies that the users are following blindly. Maybe they just decided that as nice as Apple computers are, there isn't really much else you can do with a $1800 iMac that you can't do with a similar $900 Windows PC. I use a Mac Pro at work for Final Cut and it's quite nice but for my home and own personal computers, I get way more bang for my buck with Windows machines. I think the vast majority who do the comparisons make the same informed decision. If they need a Mac for a particular program or suite or they can afford the designer cases then they may prefer a Mac. If they value efficiency and the most capability versus price then chances are they will buy or build a Windows computer.

The whole "sheeple" thing just reiterates the fact that to some folks it will always be about purchasing a tool and to others it will be able where they stand in the crowd based on style and brand perception.

Speaking of which, we're due for some holiday ads where Mac and PC take a break from their wittiness to celebrate the holiday season!

iPod: Product of the Decade? True

Apple: Brand of the Decade? May Be true..

Steve Jobs: Marketer of the Decade? False!!!!!, didnt they hire some group to do this? Yes I admit hes a great CEO, but just because of that, doesn't mean everything Apple does is done by him!. Doesn't anyone else in that Company have a name or place? or do they all just bend over to steve jobs? quite sad..

Well... I guess there's that Schiller guy. He gets the Starbucksâ„¢ while Steve Jobs does everything else right?
I don't even think he's qualified for marketer of the decade. Getting Steve a hot, rich cup of Pike Place Roastâ„¢ is not marketing.

// end sarcasm
Yes... I think Phil Schiller should be the marketer of the decade. He's Apple's Executive VP of Worldwide Marketing for crying out loud!

if the "get a mac ads" actually provided information on what & what not a mac could do, rather than offering me some kool-aid and suggesting anyone not onboard is a "dummy", then i would have agreed. i believe advertising should conver information about the product being advertised. a good brand, yes, but all the hype, not quite worth it. products come & go, we'd have to see how long it takes for them to make a flop (i would laugh for sure).

Back in 2006 they did. Now they really are just propogating sterotypes just to be funny. It's about selling the brand now.

Before 2006, I'd say most people hadn't used a Mac and the ads were about introducing people to that with features and what not. Now, it's just about associating Apple with "cool", so that the next time you think about getting a computer, it's a Mac.

Tola1005 said,
if the "get a mac ads" actually provided information on what & what not a mac could do, rather than offering me some kool-aid and suggesting anyone not onboard is a "dummy", then i would have agreed. i believe advertising should conver information about the product being advertised. a good brand, yes, but all the hype, not quite worth it. products come & go, we'd have to see how long it takes for them to make a flop (i would laugh for sure).

I believe if you were to make an AD it would be freaking bored going by what you've stated.

offroadaaron said,
I believe if you were to make an AD it would be freaking bored going by what you've stated.


i'm guessing you meant to say "...it would be freaking boring...", right?

so long as i can spell better in my ads i'd be pretty content that i beat at least one person...you.

Tola1005 said,
if the "get a mac ads" actually provided information on what & what not a mac could do, rather than offering me some kool-aid and suggesting anyone not onboard is a "dummy", then i would have agreed. i believe advertising should conver information about the product being advertised. a good brand, yes, but all the hype, not quite worth it. products come & go, we'd have to see how long it takes for them to make a flop (i would laugh for sure).


Good point. Ads like these only do two things. Make people who are unsure about or dislike macs hate them; and it makes mac owners feel all warm and fuzzy about their purchase. I like ADs that show me what a product does, and why it would a benefit to me to buy said product.