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With this campaign, Apple was targeting those users who may not consider Macs when purchasing but may be persuaded to when they view these ads.

Apple realizes that many consumers who choose PCs do so because of their lack of knowledge of the Apple brand.

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The target audience of these ads is not devoted PC users but rather, those who are more likely to 'swing' towards Apple.

#Get aperature for free mac mac os

The ads play on perceived weaknesses of non-Mac personal computers, especially those running Microsoft Windows, of which PC is clearly intended to be a parody, and corresponding strengths possessed by the Mac OS (such as immunity to circulating viruses and spyware targeted at Microsoft Windows). On November 10, 2020, John Hodgman returned and portrayed a PC at the end of Apple's 'One More Thing' event criticizing the upgrades made to the Macintosh lineup earlier in the event. The song in the commercial is called 'Having Trouble Sneezing' composed by Mark Mothersbaugh. The Get a Mac campaign received the Grand Effie Award in 2007. The campaign also coincided with a change of signage and employee apparel at Apple retail stores detailing reasons to switch to Macs. Apple's former CEO, Steve Jobs, introduced the campaign during a shareholders meeting the week before the campaign started. Both campaigns were filmed against a plain white background. The Get a Mac campaign is the successor to the Switch ads that were first broadcast in 2002. Both the British and Japanese campaigns also feature several original ads not seen in the American campaign. Several of the British and Japanese advertisements, although based on the originals, were slightly altered to better target the new audiences. The British campaign stars comedic duo Robert Webb as Mac and David Mitchell as PC while the Japanese campaign features the comedic duo Rahmens. The American advertisements also aired on Canadian, Australian, and New Zealand television, and at least 24 of them were dubbed into Spanish, French, German, and Italian. The original American advertisements star actor Justin Long as the Mac, and author and humorist John Hodgman as the PC, and were directed by Phil Morrison.

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The aim of this commercial film series is to associate PC users (namely Windows users) with the 'unpopular nerd' cliché, while representing Apple Mac users as young, creative, attractive, and lucky. The earlier commercials in the campaign involved a general comparison of the two computers, whereas the later ones mainly concerned Windows Vista and Windows 7. The two then act out a brief vignette, in which the capabilities and attributes of Mac and PC are compared, with PC-characterized as formal and somewhat polite, though uninteresting and overly concerned with work-often being frustrated by the more laid-back Mac's abilities.

They open to a minimalist all-white background, and a man dressed in casual clothes introduces himself as an Apple Macintosh computer ('Hello, I'm a Mac.'), while a man in a more formal suit-and-tie combination introduces himself as a Microsoft Windows personal computer ('And I'm a PC.'). The Get a Mac advertisements follow a standard template.

10.2 Projectory 'Japanese Camera' advertisement.

10.1 Differentiating between a Mac and a PC.