2006: Apple’s iconic ‘Get a Mac’ campaign spans four years and 66 ads
To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.
Today’s marketing moment was chosen by Katie D’Amato, executive creative director at Rational Interaction. Below, find out why Apple’s ‘Get a Mac’ campaign is her favorite marketing moment.
Apple has long been heralded as THE innovator when it comes to technology, a title they’ve earned through beloved products and clever, sleek, visually-appealing marketing efforts.
The “Get a Mac” campaign is a great example of Apple’s approach and how the company built its brand identity and loyal following by giving the brand itself a face and a personality.
The campaign, starring Justin Long, “I’m a Mac,” and John Hodgman, “I’m a PC,” seamlessly created brand associations with the personas – the cool, laid-back Mac versus the nerdy, outdated PC.
Apple’s head-on compete approach was not only entertaining for viewers, but also spurred consumers to self-identify with the actors, ultimately shifting their perceptions of the brands. The campaign’s length – four years and 66 commercials – is a true testament to its staying power and the positive reception of Apple’s creative branding and marketing approach.
See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.