Screen grabs: disoriented, time-traveling Hodgman takes call on upside down iPhone

Our latest micro-series, Screen grabs chronicles the uses (and occasional misuses) of real-world gadgets in today's movies and TV. Send in your sightings (with a screen grab!) to screengrabs at engadget dt com.

Last night's Daily Show discussion on the nation's impending recession prompted John Hodgman (aka PC) to bust out his Uncle Rico-esque time machine to take a peek into our collective economic future. We're still trying to decide whether it's richer in irony that (not unlike Jon Stewart) Hodgman uses an iPhone, or that he pulled it out and used it upside down Charlie Sheen / Bionic Woman style. Video after the break.

[Thanks to everyone who sent this in]

Update: The Hodg-man emailed -- it wasn't intentional. Apparently he was worried about breaking the antique stock-ticker and was distracted. Although we'd like to think it's because he just used a real life time machine -- for reals. Either way, there you go.

[Saad Rabia @ Mar 20th 2008 12:57PM]

Isn't this PC Guy from the Apple ads?

[Camperton @ Mar 20th 2008 1:00PM]

Indeed it is.

[Saad Rabia @ Mar 20th 2008 1:02PM]

He looks thin in the picture! and the video is not working.

[jdang @ Mar 20th 2008 2:49PM]

He does look thin in the picture, but then I remember I watch SD stretched to 16:9 on my plasma, so everyone looks thinner once I see it in the correct aspect ratio.

[TavisJohn @ Mar 20th 2008 4:32PM]

jdang you need to fix your TV then. Every HD tv my family has is smart enough to show everything in the proper aspect ration. If the source vid is 4:3, than there are black bars on the sides of the vid. If the source is 16:9, than the whole screen is filled.

[Richard Lai @ Mar 21st 2008 1:45AM]

Saad: He is, and I'm reading his book too.

[Chebwa @ Mar 20th 2008 12:59PM]

I think just about everyone likes "PC" better than "Mac" in those ads. Especially the claymation Christmas one where he sings that song. Good times.

Happy Holidays everybody.

[Fred @ Mar 20th 2008 1:12PM]

Yeah, PC (Hodgman) is definitely the funnier of the two in those ads. It's kind of interesting the way they made those ads, I mean PC is the one that we all kind of have the soft spot for, and you can tell that he's like this good natured dopey guy, but Mac (Long) really does seem kinda pretentious. I'm a Mac user but I think I identify more closely with the PC guy. Maybe it's because I have to work with PCs all day at the office.

[Andrew @ Mar 20th 2008 1:16PM]

Was that first sentence supposed to make sense?

[tribalmasters @ Mar 20th 2008 1:43PM]

I like PC guy best and Chebwa is one effing hot emo!

[clak @ Mar 20th 2008 1:53PM]

It still amazes me how seriously geeks take a series of commercials where 2 grown men pretend to be computers. Geeks even get upset about it!

"I think just about everyone likes "PC" better than "Mac" in those ads."

Uh, you're SUPPOSED to like the PC guy! The whole point of the commercials is for you to like and identify with the PC guy. The PC guy is a reflection of people's frustration with Windows. But more importantly, the commercials create an awareness of Mac as an alternative to PCs. Most ordinary people (translation: non-geeks) don't even understand what an operating system is. When they see the ads, those people are more prone to either (A) start asking questions about Macs or (B) walk into an Apple Store when they see one.

Geeks get upset about the commercials because they actively make choices about their OS choice, while ordinary people use what's required at work or what's popular. When they see these commercials, with a more sympathetic John Hodgeman playing out their daily frustrations, while contrasted with a cool, relaxed Justin Long, it makes a effective, lasting impression. The people that identify with the frustration of the PC guy are more prone to consider a Mac when it's time to buy a new computer. Therefore, the Get-A-Mac campaign is actually a good example of why Apple's marketing is so effective in the market.

[Chebwa @ Mar 20th 2008 2:03PM]

Geez "clak."

Talk about taking it too seriously.

[Fred @ Mar 20th 2008 2:05PM]

I don't think anyone was saying that the ads are bad. And I think geeks get upset because many of us LIKE to get all indignant about this stuff.

[clak @ Mar 20th 2008 2:27PM]

Well, sorry if I overreacted but I always groan when people point out how much they like the PC guy. That's like saying the sky is blue. I mean, are the people that say this implying that Apple wants you to hate the PC guy? What sense would that make? If Apple really wanted you to hate the PC guy, they would have picked someone other than John Hodgeman to play him. Paris Hilton would of been a good choice.

[NHAnimator @ Mar 20th 2008 3:05PM]

I like the PC guy.

I don't like the BK guy. He makes me have scary dreams.

[Brendan Sheehan @ Mar 20th 2008 4:35PM]

Hodgman PC guy is a long time Mac user. Mac guy was actually a PC user before the ads, but he is now using Macs since he got a free Mac from el Jobso.

[nikster @ Mar 20th 2008 11:20PM]

Yes the PC guy is very likable and frankly I assume that's fully intentional in this ad campaign.

They made these ads to show that the PC has many quirks and the Mac does everything better - clearly.
But they also communicate that we love you PC users anyway, despite your quirks. The main goal of the ads is to present Macs as a real alternative to PCs - rather than a niche product for designers and creatives. They say "look, you are great but here is something that might be better than what you have".

Macs have a 5% market share compared to 90% for PC. The ad presents a scenario where Apple aims for 50% - makes sense, considering that if Mac market share ever got to 50%, Apple would be the biggest company in the world by far.

Final word: These ads work so well precisely because Hodgman is so likable.

[Camperton @ Mar 20th 2008 1:00PM]

I was wondering when this would get posted.

[amj08 @ Mar 20th 2008 1:01PM]

I was watching the Daily Show last night and noticed this. I'm glad I'm not the only one who caught this.

[PEZ @ Mar 20th 2008 2:32PM]

It's not upside down - the new firmware allows you to reverse/flip everything!*





*Yeah, no.

[y3k.nik @ Mar 20th 2008 1:02PM]

How is this relevant to an gadget blog?

OHH look guy in tv has phone (not iPhone is particular!) upside down....

[bjrcboy @ Mar 20th 2008 1:05PM]

Shut up

[Ryan Block @ Mar 20th 2008 1:07PM]

Doesn't matter what kind of phone it is. The series (Screen grabs) will be about gadgets of all kinds. If he pulled out an N95 we'd still run it -- probably more enthusiastically, even, because that would be pretty dope if Hodgman had an N95.

[Anthony @ Mar 20th 2008 1:11PM]

Ryan - Hodgeman has an N95 - In the Future!

However, I also liked how the immediate commercial as ATT. Product placement, please.

[Fred @ Mar 20th 2008 1:13PM]

I thought this article was about the ticker. MONEYBEAK?!?!?!?! WHY GOD, WHY?!?!

[y3k.nik @ Mar 20th 2008 1:15PM]

Dont take me the wrong way. I wasnt saying that engadget is biased towards an iPhone, which is why i put in the brackets there. i was afraid of people putting that blame on me though!

Although, it is an interesting series. I suppose i was just a bit too quick to put on the comment before reading the entire introduction to the series!

[Anthony @ Mar 20th 2008 1:33PM]

Don't worry, Fred. Moneybeak will be fine. Just fine. Much like the value of our dollar or the ever approaching day when a gallon of gasoline costs $.98.

[Steven Ryland @ Mar 20th 2008 1:58PM]

shut up man. your dumb

[majortom @ Mar 20th 2008 2:20PM]

@stevenrylan


hahhahaha... that's the best you can do? shut up, your dumb?? Jesus. listen to the other hight schoolers and see how they talk. you just might learn something......

[fred @ Mar 20th 2008 2:47PM]

"Doesn't matter what kind of phone it is. The series (Screen grabs) will be about gadgets of all kinds. If he pulled out an N95 we'd still run it -- probably more enthusiastically, even, because that would be pretty dope if Hodgman had an N95."

Im sorry Ryan, but I've have to say you're not being honest.

This is the third celebrity with gadget posting that has been done this month.

1 Jon Stewart ---- iPhone

2 Charlie rose ---- MBA

3 Hodgman ------ iPhone

When you guys start doing this for celebrities that are using a gadget NOT MADE BY APPLE, then I, and a whole bunch of others, will believe you.

[CraigJ @ Mar 20th 2008 3:14PM]

@fred, it might be, IDK, because celebs are status conscious that they (mostly) use apple products?

[Fred @ Mar 20th 2008 3:15PM]

I think that there is a much lower number of "Celebrity gadget sightings" than you might think. The thing that you are failing to understand, Lower case "f" Fred is that Apple products ARE POPULAR! I'm sorry but you just aren't seeing these folks willingly and freely shill LG, or Nokia phones, or Dell laptops. The Charlie Rose thing wouldn't even have been a blip had he taken a bump saving his Gateway, but because it was a Macbook Air multiple sites have reported it. I'm sorry if that upsets your sensibilities of equal time for PC laptops, etc. there's just not as much interest for them.

[eatmoreramen @ Mar 20th 2008 3:23PM]

@ Fred

He's EiC, he can do whatever he wants haha

He could post about tulips on here, and get away with it somehow

Just wait until April 1st haha

[fred @ Mar 20th 2008 3:37PM]

"I think that there is a much lower number of "Celebrity gadget sightings" than you might think. The thing that you are failing to understand, Lower case "f" Fred is that Apple products ARE POPULAR! I'm sorry but you just aren't seeing these folks willingly and freely shill LG, or Nokia phones, or Dell laptops."

I dont see them on these sites, but you can look at any supermarket tabloid and see these same celebrities with all types of gadgets. Funny how the only sightings that warrant a posting seem to be the ones with Apple gear. The truth is that all manner of these things are popular, Engadget for whatever reason only wants to show the Apple ones. And that's too bad because I would find it fascinating to see how today's gadgets factor in the lives of famous people. But if these is just a blog-vertisement for Apple, then it's a waste.

"The Charlie Rose thing wouldn't even have been a blip had he taken a bump saving his Gateway, but because it was a Macbook Air multiple sites have reported it. I'm sorry if that upsets your sensibilities of equal time for PC laptops, etc. there's just not as much interest for them."

So you're basically contradicting Ryan by saying that yes, it it only because it's an Apple product? If that is the case, then we are seeing these blogs acting like shills for the Apple corporation and not actually being really interested in the universe of products that are out there. Again, If that's the case, then what is the point of posting these as stories, why not just ask Apple for some money and call it an advertisement?

[Fred @ Mar 20th 2008 4:55PM]

Lower case "f" Fred, you are being obtuse.

[Ryan Block @ Mar 20th 2008 5:37PM]

Fred, fred, not true -- if Charlie Rose did the same thing for his Gateway we'd have still written it up, and it would be funny in a completely different way.

Either way, if everyone wants to make sure we find unusual stuff for future editions of Screen grabs then make sure you submit (screengrabs at engadget dt com)! Just note, while we know this is often the result of product placement, we'll probably be looking past the more obvious stuff (which I don't believe this instance was). So when the Olmypics roll around and EVERYTHING is Lenovo, don't expect to see that.

[Jeff @ Mar 20th 2008 7:50PM]

for the record, I agree with bjrcboy and Capital "F" Fred.

:)

[Les @ Mar 20th 2008 1:03PM]

really engadget?

[bbydon @ Mar 20th 2008 1:08PM]

I saw him do it.....he pulled it out then put it to his ear. He didnt even look at it.
So i don't think its a case of him using the phone wrong....more about he didnt look at it to see if it was right.

[Andrew @ Mar 20th 2008 1:06PM]

granted he doesn't even look at the phone when he goes to use it. it is a very symmetrical phone too so i can understand the mistake...

[Maclean @ Mar 20th 2008 1:08PM]

the only reason they have the phone upside down is to avoid showing the Apple logo.

[Les @ Mar 20th 2008 1:12PM]

yeah, he flips it over to hit the talk button, to stop the ringing. He is aware of how the phone is held. but couldn't show the apple logo

[LegendZ28 @ Mar 20th 2008 1:14PM]

Then they should use a different phone.

[zendriver @ Mar 20th 2008 1:16PM]

Maclean is correct; this is typically done as an expedient way to cover up the Apple logo. Jon Hodgman is no stranger to Apple devices, being quite the Mac fan himself. While I can't provide citations as to his iPhone technical savvy, it's reasonable to conclude that he would be at least familiar with how to hold one.

Of course it's just as reasonable to check the "everyone makes mistakes" box in this case.

[LegendZ28 @ Mar 20th 2008 1:20PM]

How were they going to risk showing the logo anyway? He held it up to the opposite side of his face than the camera.

What's even worse is that him pulling out the phone at the end nearly ruined the whole skit, it wasn't even funny. It seemed even MORE like an ad for the iPhone like the horrible one I saw on American Idol the other day.

[Mike @ Mar 20th 2008 1:40PM]

It has nothing to do with the logo. Last week they had about 7 Mac laptops all proudly displaying the logo for all to see on the show. He just grabbed it quickly without looking because it was for a bit. Thats all.

[Brendan Sheehan @ Mar 20th 2008 4:39PM]

It's part of the small print to be on TV, you have to hold it upside-down: http://www.flickr.com/photos/nikfletcher/1901251413/

[sinai @ Mar 20th 2008 1:10PM]

the reason he's holding it upside down is because this man is funny as hell

[Zak @ Mar 20th 2008 1:42PM]

He is funny as hell, and the best part of the Apple ads, but that's not why he was holding it upside down. As others have pointed out, he's covering the Apple logo on the back.

[Mike @ Mar 20th 2008 3:28PM]

"As others have pointed out, he's covering the Apple logo on the back."

And as you'll soon learn, multiple people saying it's true does not automatically make it true. They've actually shown the Apple logo plenty of times on the show. He was just using the iPhone as a quick prop to continue the skit, so the orientation of the device wasn't important at all.