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New Mac Ads Up the Childish Ante

By - Source: Tom's Hardware US | B 104 comments

Over the weekend Apple unleashed a barrage of new commercials which some say is the company “hitting back” at Microsoft for the laptop hunter series, despite the fact that the new ads don’t mention the new Microsoft ads much at all.

Apple has released four new ads in its ‘I’m a Mac’ series starring Justin Long and John Hodgman. It’s the same formula as before. Macs are easy to use, more stable and nothing like the bumbling, nervous Hodgman. That said, one of the commercials in particular caught our eye and we’re wondering what you think.

In the ad entitled Legal Copy, PC says he’s incredibly easy to use and as he does, fine print appears at the bottom of the screen. PC says it’s necessary to explain how he’s much more simple and intuitive than Mac. While the text isn’t on the screen long enough (nor is it big enough) for anyone to read, MacJournals has transcribed every word, and it’s pretty snide to say the least.

“Please note that when you first receive your PC there is some suggested work that needs to be done before PCs can perform at their peak. These steps include, but are not limited to, downloading and installing necessary drivers for peripherals. These drivers may include printers, scanners, cameras, storage devices, music players, and other media devices. There may be more depending on your needs. It is also recommended that first time users remove all unneeded bloatware and remove all operational components.”

PC goes on to say that he can’t just claim getting started with a PC is the easiest thing in the world, and the disclaimer grows and grows. Pasting it all in here would be pointless because not all of you want to read it but those interested can read it all here and view the adverts themselves on Apple's website here. No doubt they'll be all over our TV screens in no time.

I don't know about you, but I think it’s probably safe to say, the childishness of these ad campaigns has hit an all time high. Commence pigtail pulling, wedgying and of course, flaming now.

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  • 15 Hide
    bone squat , April 20, 2009 10:22 PM
    "(not is it big enough)", or (nor is it big enough).

    Mac is not going to get one penny of mine. Lamers.
  • 14 Hide
    JimmiG , April 20, 2009 10:42 PM
    The most stupid one so far was when Apple released an ad, complaining about Microsoft spending too much money on ads. The ad wasn't even aimed at consumers..it was just an internal flame war between the Microsoft and Apple marketing teams.

    Apple seem to be running out of ideas. Especially the biohazard suite one looked like something from 2005. The Legal Copy one is kind of silly - it's not like OSX doesn't need drivers, and they obviously can't include drivers for products that were not even released when the OS came out. In fact Vista takes care of the driver problem in a great way because many times when you plug in a new device, it just grabs the drivers more or less automatically from Windows Update.

    I wish both companies would stop with this childish business. They should advertise the features and advantages of their own products, not the fictional or real shortcomings of their competitor. Why does a Microsoft ad even need to mention Apple, and why do most Apple ads spend more time talking about PCs and Windows than Macs and OSX? If OSX is so great, it should be possible to market it on its own merits.
  • 12 Hide
    curnel_D , April 21, 2009 12:01 AM
    Now it's time for Pystar to jump in with "I'm an OpenPC, and I win!" ad campaign.
Other Comments
  • 15 Hide
    bone squat , April 20, 2009 10:22 PM
    "(not is it big enough)", or (nor is it big enough).

    Mac is not going to get one penny of mine. Lamers.
  • 11 Hide
    deltatux , April 20, 2009 10:28 PM
    Both Microsoft and Apple are acting like kids. I have products from both companies (I run Windows on a PC and own a Mac) and think that these ads are getting stupid.
  • 4 Hide
    Pyroflea , April 20, 2009 10:35 PM
    I have to agree, Microsoft is not completely innocent in this. But, they have been pretty good throughout the years of me raging at my TV for those idiotic, childish Mac commercials. Microsoft has just recently started fighting back (as they are entirely entitled to do), and Mac, as said in this article, has cause "childishness of these ad campaigns has hit an all time high. Commence pigtail pulling, wedgying and of course, flaming now."
  • 1 Hide
    antemon , April 20, 2009 10:36 PM
    I think they're both stupid.

    true that I won't buy a mac because of the price/power ratio and even if they are stylish, but that doesn't mean I'd buy a PC or laptop just because it has windows.

    if I had to upgrade, I'd still use my old XP if applicable and boot up the old hardware with linux. commence the stoning of the linux fanboy.
  • 14 Hide
    JimmiG , April 20, 2009 10:42 PM
    The most stupid one so far was when Apple released an ad, complaining about Microsoft spending too much money on ads. The ad wasn't even aimed at consumers..it was just an internal flame war between the Microsoft and Apple marketing teams.

    Apple seem to be running out of ideas. Especially the biohazard suite one looked like something from 2005. The Legal Copy one is kind of silly - it's not like OSX doesn't need drivers, and they obviously can't include drivers for products that were not even released when the OS came out. In fact Vista takes care of the driver problem in a great way because many times when you plug in a new device, it just grabs the drivers more or less automatically from Windows Update.

    I wish both companies would stop with this childish business. They should advertise the features and advantages of their own products, not the fictional or real shortcomings of their competitor. Why does a Microsoft ad even need to mention Apple, and why do most Apple ads spend more time talking about PCs and Windows than Macs and OSX? If OSX is so great, it should be possible to market it on its own merits.
  • 1 Hide
    tacoslave , April 20, 2009 10:44 PM
    they should have a fist fight "gates vs jobs". Then i would buy parts of newegg and boot up with my copy of windows and have a beast for $800 instead of, well nothing if i'm going to buy a mac.
  • 0 Hide
    waikano , April 20, 2009 10:47 PM
    I guess sarcasm is only allowed on forums and news articles, but never in Commercials.
  • 2 Hide
    audioee , April 20, 2009 10:51 PM
    I think it is time to pull out the MS Search Companion Dog and have him piss on the Apple site after he can't find a large screen laptop for under $1000 or a midlevel desktop for the same.
  • 3 Hide
    Pyroflea , April 20, 2009 10:55 PM
    I see no obvious sarcasm, and I'm far from a "Windows Fan-boy"...
  • 0 Hide
    wira020 , April 20, 2009 11:03 PM
    boo apple!
  • 6 Hide
    Spanky Deluxe , April 20, 2009 11:05 PM
    Am I the only one that has noticed Tom's Hardware's recent change in tune in regards to Macs? Up until a few weeks ago they couldn't stop talking about them and how great they were and now recently they've been mostly saying bad things. Makes sense for them sense since they've probably realised they were barking up the wrong demographic tree and realised this after looking at the comments from most of the commenters on here.
    Personally, I'd rather news such as this be reported as news rather than a view on the matter and that if writer's at Tom's do want to add a "I don't know about you" comment then they should either do so in a comment to the new article themselves or by putting it in an "Opinion:" article instead.
  • 7 Hide
    Pyroflea , April 20, 2009 11:07 PM
    From what I've gotten out of my readings here, when I started reading (not sure when you did, you could have started before, and if so, disregard this comment), they originally seemed somewhat neutral about Macs. Recently, it seems, they have been sloping downward from Neutrality to complete Hatred (not that this bothers me =p)
  • 6 Hide
    waikano , April 20, 2009 11:11 PM
    I think it depends on who is writing the article.
  • 5 Hide
    Spanky Deluxe , April 20, 2009 11:23 PM
    PyrofleaFrom what I've gotten out of my readings here, when I started reading (not sure when you did, you could have started before, and if so, disregard this comment), they originally seemed somewhat neutral about Macs. Recently, it seems, they have been sloping downward from Neutrality to complete Hatred (not that this bothers me =p)


    Yeah they never mentioned them back in the day. I'm talking eeeearly days when Sharky Extreme was still a big player. Since Apple went Intel they've been far more topical on sites like this. On here though, its been an odd mix of hatred and love. My view was that Tom's got really narrow minded a couple of years ago and had clear and definite biases towards certain chip producers etc and I gradually stopped visiting as much. In the last year or so though the site really seems to have opened up its views and generally seemed to have a more neutral and open view to things - making it a great source for unbiased tech views.
    In the last few weeks though, a lot more 'views' have been popping up into their news items, which just seems unprofessinoal. Keep the news to news and the opinions to opinion sections.
  • 7 Hide
    the_one111 , April 20, 2009 11:24 PM
    Kami3kI think Microsoft should just make a ad of bill gates laughing at apple at this rate.

    I would laugh so hard..

    I would even pay for that....
  • 0 Hide
    taye , April 20, 2009 11:25 PM
    I own a powerbook g4 and a window desktop(7-yr old AMD socket 754), i must say that quality of apple has gone down a lot since the PPC era and in this tough time, if I am buying a new computer, it will have to be cheap and stand the test of time. These ads (from both companies) are rubbish and they can't persuade me or any inteeligent beings on this forum to buy into their gimmicks.
  • 2 Hide
    michaelahess , April 20, 2009 11:31 PM
    Anyone else read all the legal crap on the legal copy ad?

    I've got macs and a bunch of that crap still needs to be done, what a bunch of, well, crap!

    I do like the bit about the power pc's though..... :) 
  • 7 Hide
    Sicundercover , April 20, 2009 11:45 PM
    Well Ill tell you one thing, Apple sure knows exactly who their market is.
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