Apple’s “Get a Mac” campaign, featuring the iconic duo of Justin Long as the Mac and John Hodgman as the PC, became a cultural phenomenon, generating millions of views and contributing significantly to Apple’s resurgence in the mid-2000s. This particular advert, a humorous take on home movie creation, resonated with audiences due to its relatable scenario and clever portrayal of the perceived differences between Mac and PC users. This success was mirrored in sales figures, with Apple experiencing a 39% increase in Mac sales in the first quarter of 2007 following the campaign launch. The framework followed is AIDA (Attention, Interest, Desire, Action), with a strong emphasis on humour to achieve its goals.
OBJECTIVES
- To highlight the ease and elegance of creating home movies on a Mac using iMovie.
- To subtly mock the complexities and potential frustrations associated with PC-based video editing.
- To reinforce Apple’s brand image as user-friendly and creative.
- To ultimately drive sales of Mac computers.
THE HOOK
- The relatable scenario: The advert opens with a common experience – making a home movie. This instantly establishes a connection with the viewer.
- The contrasting characters: The Mac, portrayed as cool and collected, immediately contrasts with the slightly awkward and less stylish PC, setting the stage for the humour to come.
- The implicit promise: While not explicitly stated, the advert implies that making home movies on a Mac is a simpler and more enjoyable process than on a PC.
WHY IT WORKS
- Humour: The advert uses gentle humour throughout, culminating in the over-the-top PC home movie character, making it memorable and shareable.
- Simplicity: The Mac’s process is presented as effortless and intuitive, aligning with Apple’s overall brand message.
- Contrast: The clear distinction between the Mac and PC experiences underscores the Mac’s advantages.
- Relatability: The home movie scenario resonates with a broad audience, increasing engagement.
TAKEAWAYS
- Humour is a powerful tool for capturing attention and making your message stick.
- Simplifying complex processes and highlighting user-friendliness can be a key differentiator.
- Contrasting your product with competitors can effectively showcase its advantages.
- Relatable scenarios create a connection with the audience and increase engagement.
KEY ELEMENTS
- Introduction (hook): The Mac and PC discuss having made home movies, setting the scene.
- Problem statement (implicit): The PC’s eagerness to show his movie, coupled with the Mac’s polite reluctance, hints at potential issues with the PC’s creation.
- Solution (product/service): The Mac’s home movie, personified as a sleek and stylish woman, implicitly showcases iMovie’s capabilities.
- Benefits and features (implicit): The stark contrast between the Mac and PC home movies emphasizes the ease and quality associated with iMovie.
- Call to action (implicit): The overall message encourages viewers to choose a Mac for a superior home movie-making experience.
MAKE IT YOURS
- Replace the product: Instead of home movies, focus on the core service or product your business offers. For example, a graphic design agency could showcase a simple design process on their preferred software, contrasting it with a more cumbersome approach.
- Maintain the contrast: Emphasize the key differences between your offering and the competition, showcasing the benefits of choosing your business.
- Keep the humour: Inject humour relevant to your industry, creating a memorable and engaging advert.
- Adapt the characters: While you may not use the “Mac vs. PC” personas, create characters that represent your target audience and their pain points.
- Focus on the solution: Clearly demonstrate how your product or service solves a problem or fulfills a need for your target audience.