Apple's "I'm a Mac, I'm a PC" ads cross the Pacific

We're not sure how well Apple's "I'm a Mac, I'm a PC" ads translate into Japanese, but nonetheless, it looks like Cupertino has gone that route. The Japanese guy playing the Mac still needs to work on that scraggly-but-lovable-cool-dude look, though -- he's a bit too clean, in our humble opinion. Any Japanese-speaking readers care to tell us if these ads are funny, and how they compare to the English ones? Have at it in the comments. In the meanwhile, we'll be setting our Tokyo staff to work on interviewing their Hodgman equivalent.

[wxrman @ Nov 13th 2006 3:29AM]

The stereotyping of pc users, and the smugness of Apple, the inability to admit that Apples have their issues/problems, the cost, and inflexibility to modify/upgrade, are reasons I will never buy a mac.

[Jeff @ Nov 13th 2006 3:31AM]

i doubt anyone cares. get a life.

[Wizard @ Nov 13th 2006 4:13PM]

"The stereotyping of pc users, and the smugness of Apple, the inability to admit that Apples have their issues/problems, the cost, and inflexibility to modify/upgrade, are reasons I will never buy a mac."

Do you see Microsoft admitting that their operating system has problems? Macs cost just as much (if not less) than PC's with the same config, and have you taken a look at the Mac Pro recently? Nothing is easier to upgrade/modify than that! You're stereotyping Mac users right now by saying that.

[zoara @ Nov 13th 2006 10:34AM]

I love it how people presume the PC character is a stereotype of PC users. The clue is in the first thing said in each commercial; "I'm a PC". See? A PC. Not a PC user, but a PC. The Hodgman character is a personification of the box under the desk, not a stereotype of the person using it.

[Nate @ Nov 13th 2006 2:08PM]

And I believe the Mac box under or on the desk, not the user, is stereotyped as well. So hardly a point for you to cry about.

[jason @ Jan 30th 2007 5:26PM]

Remember that these are advertisements by Apple. If you're trying to say that Apple should atleast admit that their computers can get viruses, do have problems, you should remember that this IS AN ADVERTISEMENT!

What company would insult the product they're advertising? You can't say that Apple just can't admit that macs have problems, you can only say that this is an advertisement, and that they're ballooning the PCs inability to perform.

note: I use Linux.

[Jeff @ Nov 13th 2006 3:32AM]

John Hodgman is the genius behind these commercials... i doubt they work very well without him. :\

[Luis @ Nov 13th 2006 3:34AM]

the two japanese guys doing these ads are actually very popular comedians in Japan. I know them from their "instructional videos". They made one that shows people how to "properly" eat sushi at a sushi restaurant. Its so hillarious because it becomes apparent its a joke if you've eaten sushi at all.

http://www.youtube.com/watch?v=pIb6ZSqal64

[Rohit Kapur @ Nov 13th 2006 4:45AM]

You know, I think Apple would be better suited to try doing all this in the Indian market. I mean, there's a huuuuuuuuuge potential there if they can market it properly and since we're talking about Apple, we know that won't be too huge an issue. Plus, you can't argue that it's already a totally Windows-sewn market because other than the people already in the tech game, everybody's looking to buy their first computer. Why not let it be a mac?
They'll have to start from absolute scratch though. Still, I think it'll be worth it if they do.

[Ashish @ Nov 13th 2006 7:22AM]

The interest that Apple might garner by advertizing in India would be, no doubt, useful. But I think the problem with Apple in India is their pricing scheme.
They just have to make it more affordable.

[Sushi Suzuki @ Nov 13th 2006 4:52AM]

I don't think there is enough character differentiation between the two to make it as interesting as the American one. The iLife one is a pure port, and probably the least interesting of the three. I like Mac and PC which seems to be a Japan original but I'm not sure what point they were trying to make.

Wilkie: add "anese" to the end of "Jap" and you'll sound a lot less ignorant.

[Fexar @ Nov 13th 2006 5:00AM]

Mac: Hi, I'm a Mac.
PC: Hello, I'm a PC.
Mac: Oh, iPod. What are you listening to?
PC: Eurobeat.
Mac: Eurobeat?
PC: iPods are nice, no? iTunes is easy to use... podcasts are fun, too.
Mac: A Mac is as easy to use as an iPod for pictures and movies. It comes with iLife.
PC: Oh, iLife. I also have cool software.
Mac: Really? Such as?
PC: A calculator.
Mac: ...and?
PC: A clock.


Dry as most Apple adds. It's all in the personality of the comedians. The other two adds are similar - one about viruses (same as the English one) and the other has to do with being called Mac instead of personal computer - after which the Mac names the PC "Work".

[marven @ Nov 13th 2006 5:10AM]

I'm not Japanese, but I'm an American who has lived here (in Japan) for more than twenty years and I speak Japanese almost fluently. I can tell you that these commercials aren't even remotely funny and the acting is terrible even by Japanese standards, (I'm a Director of musicals, TV Commercials and music videos so I have a pretty good idea of what I'm talking about). I don't know what Apple was thinking.

[GhostDoggy @ Nov 13th 2006 5:35AM]

A PC, or Personal Computer, is a hardware device. Doesn't Apple get this? In fact, there internal components are dang near 99% identical to that of any other personal computer out there. Its like two identical pigs dressed differently at a pig show and one calling the other a cow.

Apple, stop the hypocracy!

[Mehool @ Nov 13th 2006 7:22AM]

It's all about the software you're running on that 99% similar hardware. I use a 7 year old Dell laptop(with 7 year old hardware, except RAM which I upgraded) and I'm still able to keep up with most modern PC users, why? Software and how I manage it on my PC.

[Karl @ Nov 13th 2006 7:30AM]

actually, PC is a term created by IBM, and is thus typically identified as a Windows-running machine. Even Microsoft use the term 'PC' to refer to computers running their operating system.

Remember: the key to language is to communicate your point. Maybe a term relies on what people 'typically identify' with it, but that's how you communicate well.

[Deluxe @ Nov 13th 2006 5:46AM]

The ads are still lame.
Macs still suck.
Flmae on.

[Rick Lyon @ Nov 13th 2006 9:24AM]

I guess your super cool PC doesn't have spell check?

[my moustache @ Nov 13th 2006 5:57AM]

@rohit kapur - apple has faced some difficulty in the Indian market due to import tariffs. See http://www.wired.com/news/culture/mac/0,71639-0.html?tw=rss.index

[Rohit Kapur @ Nov 13th 2006 6:06AM]

True, to an extent though. I've lived in India my whole life and I can tell you that you can get any Apple product from official Apple stores just as easily (or at least you can in New Delhi). I won't argue that the goods are definitely cheaper in the grey markets but they're not as cheap as portrayed in that article.

In any case, if Apple does decide to pursue a market in India, they canNOT do it by importing goods. They'll have to produce locally. Unless they decide to do that, there's nothing else for people but to buy from grey markets.

As for the warranty issue, it's always a gamble getting something repaired from an illegal shop (they're more likely to take out what works and replace it with counterfeit stuff than to fix it), if you know where you're going, you can get it fixed cheap.

My point is: Apple WILL have to produce locally if they get serious about it. But if they do, I'm certain they'll find a great market.

[taku @ Nov 13th 2006 6:04AM]

One of the Japanese fans of those two comedians here.
I can see why those two were chosen for the Japanese version of the ad, but they aren't as funny as I would expect them to be, compared to the original and to the comedians usual performance.

One reason is because the actual content is 99% the same as the original English version, it's always hard to get the same feel to it.
I hope Apple Japan would do the Japanese original version, or even better, give a bit more room for some improvisations and that would definitely be funnier (to the Japanese people!).

[the_rook @ Nov 13th 2006 6:11AM]

At first glance I thought someone at Engadget had made a mistake with this post.

The headline reads "I'm a Mac, I'm a PC" left to right and - by the looks of the white headphones - the guy on the left is holding an iPod.

So, "I'm a Mac, I'm a PC". Hang on, that can't be right, check the video. Why the f*ck would anyone want to do that?

Then I realize the guy on the right IS an iPod user .
His latest iPod is back in the shop - f*cked, just like the previous one - and he's only smiling 'cause he's just booted the "iPod-wank" wannabe white-headphone wearing PC user in the legs..

Given the above I'd like to suggest this post is given a new title: "I'm a WANK, he's a WANK".

These facts are internationally recognised.

What do you guys think?

[Jon @ Nov 13th 2006 9:52AM]

Trying to read your post made my head hurt.

[Jeff @ Nov 13th 2006 6:55AM]

"he's a bit too clean, in our humble opinion."

That's cultural. The "scraggly" look from the American version wouldn't translate - people would just think he was homeless. Even if you're trying to look casual in Japan - heck, even if you're trying to look *punk* - all your clothes have to look brand new. (Not to mention freshly pressed.)

Tough for us to understand, I know, as to us the whole point of this look is that you don't care about what you're wearing. But that ain't the way it is there. People make a big effort and spend just as much money to look casual there as they do on any other look. It's just another style.

[shoko @ Nov 13th 2006 6:59AM]

I'm a Japanese, living in tokyo.
I was so surprised by seeing the Japanese ads on Sunday night!
The contents are almost the same but their looks are so different...

The PC guy should be more formal.. he looks like slightly "Yopparai", in Japanese word drunk person.
On the other hand, Mac guy is relatively neat compare to original Mac guy..
he should be more cozy, casual.

By the way, the Mac guy will never appear on the original Mac ads won't he? -because of the contract issue-
I wonder whether Apple continues this commercial story or not...
if they don't invite another "Mac guy" in US, what happens to Japanese version??

[Deluxe @ Nov 13th 2006 7:29AM]

'make it more affordable.'... they'd barely make a profit without the 100% hype-tax!

[Ashish @ Nov 13th 2006 10:58AM]

How about setting up factories in India. That would bring the price down considerably and also labour in India is relatively cheap.

[Revrant2394 @ Nov 13th 2006 7:42AM]

I never found these ads very funny, they state a very bias and narrow viewpoint...And the "Cool" guy is lacking the Emo glasses I've come to instantly associate with someone toting a MacBook around. ;)

Japanese are notorious for their horribly acted commercials, which we find hilarious, so the fun personalities that made the Western one watchable won't translate well.

[hokorii @ Nov 13th 2006 9:29AM]

Yeah, they pretty much transfered all the first commercials word for word.

I don't know I like the Japanese Mac better, maybe I'm just bias though. :)

[strider_mt2k @ Nov 13th 2006 9:32AM]

Hey kids, the Ford and Chevy guys called: They want their shtick back.

[resare @ Nov 13th 2006 9:33AM]

When I picture Japan, I see a bunch of Japanese wearing a business suit. It seems that in Japan for a person to be credible he or she should be dressed appropriately. With this in mind wouldn't these ads hurt sales more since Japanese will probably consider MAC guy to be rude?

[Tim @ Nov 13th 2006 10:23AM]

Why is the MAC guy always ugly and sleepy?

[MrE @ Nov 13th 2006 11:45AM]

Yes, and the second Apple moved any facilities to India, all their secrets would be forfeit. India has one of the worst track records for keep IP secret and enforcing laws protecting against employee espionage.
Not too smart of a move.

[SCC @ Nov 13th 2006 1:03PM]

And China has a better history of keeping IP secrets?

[Ed T @ Nov 13th 2006 11:53AM]

The Hodgman character is supposed to parody Bill Gates, and IMO that is why the U.S. ads are somewhat funny. Visually, these Japanese versions are lame, and given their cultural norms, I'd guess the unaltered dialog wouldn't play well either.

[max @ Nov 13th 2006 11:55AM]

yes, i am seriously debating whether to move to a mac or not, even though i know a little about macs, i know windows is always a pain...that i know whether that be a pocketpc or my new laptop...

[Dave @ Nov 13th 2006 11:56AM]

the hardware might be nearly identical, but it's hard to ignore the fact that mac's and PC's really appeal to different people.

For example, many people buys macs with the intention of making a home recording studio. This is because the software that's pre-installed on a mac makes it instantly ready to record music.

Try turning on a PC for the first time and just jam out a song....won't happen. First you have to go out and buy some $400 software. Ever try using a MIDI device on a PC? can't do it without that expensive software.

In my opinion, ilife makes it worth the extra $$$

...since I bought my mac mini, I've used my PC almost exclusively for gaming. Windows sucks.

[Tom McKenzie @ Nov 13th 2006 1:40PM]

Reminds me of that old skit the creator of RvB did (iirc), as a parody of the old 'switch' ads. It went something along the lines of: "As a gamer, I love the range of games on a Mac. There's Myst, um, minesweeper..."

[B @ Nov 13th 2006 1:45PM]

These ads never made sense to me. Apple is poking fun at windows for having real world applications and uses that are a positive to society and business? And that makes apple a good computer?

[ThePete @ Nov 13th 2006 2:31PM]

I get so amused that people still fall into the "Macs Vs. PC" argument. At this point, the merits for using either machine in a variety of environments are clear. PC machines are more common, have more software, cost less. Macs are easier to use, less common (ie harder to find help for) and are generally more stable.

That should be the end of the argument.

I'm not an evil person because I switched to Mac a few years back and only rarely regret it. Nor are you an idiot for staying with PCs.

Personally, I think those commercials are stupid in any language. Cute premise, but after 30 seconds I can't imagine how any viewer can't feel like they're being spoken to as though they are children. In fact, I can't remember a Mac ad that didn't feel patronizing.

Anyone remember Jeff Goldblum's theory as to what PC stood for?

[dj mcmanus @ Nov 13th 2006 2:38PM]

I find these commercials to be misleading. It has left me with an association of pretentiousness and arrogance for Apple as a company and it's users.

Given the opportunity to state their case and convince me of what they have to offer they have missed the mark. I do not like the software in question. There are better alternatives. I do not see any justification for the price difference.

I am already pretentious and arrogant so I will just stick with my PC and the various components and software which best suit my individual needs.


Apple have built a "straw man" in their PC user. This representation is unfair, unrealistic, and elicits a sense of distrust for the message delivered.


The Mac user is uninformed about the best options available for spreadsheets, graphic design, and security software.

Both of them look like they have had their share of wedgies and swirlies.




Cheers

[Zorque @ Nov 13th 2006 3:39PM]

I was sad to read that Justin Long (from Jeepers Creepers and Accepted, among other movies) won't be playing the Mac here in the States anymore. I've always thought he worked really well.

[Begbie @ Nov 13th 2006 4:36PM]

Wizard
"Macs cost just as much (if not less) than PC's with the same config, and have you taken a look at the Mac Pro recently? Nothing is easier to upgrade/modify than that! You're stereotyping Mac users right now by saying that."

Are you saying that it is possible to swap the CPU inside a Mac? Can I swap last years iMac processor with a core 2 duo processor without having buying a brand new Apple computer? Can I use an AMD chip? Can I upgrade the mobo to support Crossfire or the new ASUS with three SLI slots? Can I build a computer from scratch by buying parts from anu computer store and can run OS?

I have limited knowledge about Apple hardware and if you know how to easily upgrade/modify a Apple computer component by component, as easy as a PC, especially for the Mini and iMac, please let me know.

[macuser @ Jan 30th 2007 10:59AM]

try swapping out the CPU for Vista buddy. DRM hell awaits.

Bottom line with a PC, if you need to upgrade the CPU, it's most likely you need a better video card, if not a motherboard. more memory, the works. in other words, you need a new PC.

Micro$oft's main advantageover Apple is that PC users are hilariously gullible and predictable. and they LOVE cleaning up spyware and virii. or at least love complaining about it. (martyr syndrome?)

[nVidiot @ Nov 13th 2006 9:03PM]

Better OS or not, I refuse to support companies that lock me into their hardware. Apple takes it a step further; pretty much can only buy their hardware at their own store. Immagine a world where Microsoft had MS stores and MS machines and no 3rd party hardware support and you are immagining a world where Apple took over the OS market.

So until I can order a copy of Mac OS* from randomsoftwarestore.com I'll pass.

In my opinion, MS has done a pretty decent job (since Windows 2000/XP) of creating an operating system that supports TONS of hardware with minimal work from the users perspective (as long as the companies producing the hardware have good drivers.)

[jason @ Nov 13th 2006 10:18PM]

@ Revrant2394

"I never found these ads very funny, they state a very bias and narrow viewpoint."

Weird that an ad made by and for Apple is biased! What an idiot.

However, I think the commercials are all stupid.

[Eresemeth @ Nov 15th 2006 5:55AM]

GO LINUX!

[macuser @ Jan 30th 2007 10:54AM]

Stereotyping PC users is gonna keep someone from getting a mac??

that's the dumbest thing I've heard all week, and I am from the states.

perhaps the stereotypes are giving PC users TOO MUCH credit.