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John Hodgman on the death of publishing and being a Mac trapped in a PC's body
I'm fully prepared to complete every sentence I utter about John Hodgman in the future with the qualifier "is a delight." Author, comedian, professional voice actor, celebrity spokesperson -- Hodgman keeps the sort of schedule that would make even the most hardened globe-trotting blogger ball up into the fetal position. When we finally nailed him down for an interview on the Engadget Show last month, we asked him to meet us at the General Society for Mechanics and Tradesmen in midtown Manhattan. It's a place not far from Times Square that our producer Ben discovered while shooting a segment about the annual meeting of the Corduroy Appreciation Club, a group of menswear enthusiasts who meet each year on 11 / 11 -- the date most closely resembling corduroy. It's a strange and beautiful old space that dates back to the early 19th century, as a resource for apprentices of a society that can, in turn, be traced back to 1785. It seems to serve a different purpose now, a couple of older gentlemen shuffling in and out of the library during the three hours we spend there, each staying quiet, seated alone at a small table, reading novels and history books from off the shelves. For today, however, it'll serve as John Hodgman's own private library, the tongue-in-cheek backdrop for his long-awaited Engadget Show interview. Ben and I go back and forth a bit, prior to his arrival, debating whether or not he'll embrace the silly premise. He agrees immediately after traveling in from Brooklyn, offering up a single, key caveat: it's actually the annex to his own private library. The cameras roll and without missing a beat, he slips into his deranged millionaire persona, a character that has popped up a bit over the past few years, as Hodgman has wrapped up his trilogy of "complete world knowledge," the last entry of which, "That is All," was released in paperback and audiobook forms this week. "This," the mustachioed author explains, "is the end of world knowledge." It's a journey that began in 2005, with the publication of "The Areas of My Expertise," an almanac of sorts compiling the comedian's knowledge of "matters historical, matters literary, matters cryptozoological and hobo matters," to name but a small cross-section. Hodgman was a self-described former professional literary agent at the time, first making a splash amongst the literati some five years prior with the publication of the column "Ask a Former Professional Literary Agent" for uber-hip San Francisco publisher McSweeney's.
Every "Get A Mac" ad in chronological order
You'll remember the long-running Get A Mac TV ads that had Justin Long and John Hodgman playing a personified Mac and PC, respectively. John, as "PC," often had troubles that didn't affect his friend Mac. Despite this, their friendship remained intact. So did the campaign. By the time the campaign ended in 2009, a total of 66 ads had been run. Now, Adweek has posted them all in chronological order. Some of our favorites include "Network" and "Santa Claus," if only for the wonderfully nostalgic Claymation. Did you have a favorite? If so, you're sure to find it in Adweek's collection.
Video tribute to the Get a Mac ad campaign
Last month we reported that Justin Long, who plays Mac in the Get a Mac ads, hinted that the advertising campaign had come to an end. Now it seems confirmed; the ads, first broadcast in 2006, can't even be found on the Apple page. Instead, the usual link now takes you to a page explaining the reasons that you should buy a Mac. OneMoreThingPodcast has put together this fitting tribute to the many 30 second gems that have amused us over the last five years. I'm sure you'll find some of your favorite highlights in the video. So, I suppose it's back to making movies for Long, and back to The Daily Show for John Hodgman (an Apple user for over 20 years), giving up the role of PC. Rest in peace, Get a Mac campaign. You were a good soldier.
Apple pulls the plug on 'Get a Mac' ad campaign
There's been rumors that Apple had ended its long-running of "Get a Mac" ad campaign ever since Justin "Mac" Long said he thought they might be done last month, and it looks like that's now finally been confirmed by Apple -- the company has pulled all the ads from its site and is instead redirecting folks to its new "Why You'll Love a Mac" page. Of course, the move doesn't exactly come as a huge surprise considering that Apple hasn't produced a new one since its Windows 7-challenging ads last October, and Apple has certainly had plenty of prime material since then. Head on past the break for look at one of the more recent highlights, and hit up the more coverage links below if you feel like reminiscing a bit more. As for what's next for Apple, we can only guess. A triumphant return of Jeff Goldblum, perhaps?
PC tells Mac -- "Get a Mac" ads might be done
Justin Long, who plays Mac in the Get a Mac ads, has told The Onion's A.V. Club that he believes the Get a Mac ad campaign has come to an end. When The Onion asked Justin what the status was on the Apple ads, he replied, "You know, I think they might be done. In fact, I heard from John, I think they're going to move on. I can't say definitively, which is sad, because not only am I going to miss doing them, but also working with John." The Get a Mac ads have been widely applauded by the advertising industry, winning a Grand Effie Award in 2007. The campaign was first launched in the US in 2006, and Apple then expanded it to Canada, the United Kingdom, Australia, New Zealand, and Japan. The US and Canadian ads starred Justin Long as Mac and John Hodgman as PC. The two have appeared together in 66 television ads to date. The pair has also featured in 10 Web-only ads posted on various Web sites like The New York Times. Apple has gone spans of time with no TV advertising for their Mac computers before. It's possible that they will be throwing all their ad dollars behind the iPhone and iPad for the time being. However, if Justin Long is correct that the Get a Mac ads are over, it does not preclude that a new Mac ad campaign is in the works. All the Get a Mac ads can be viewed at Apple's ad gallery. [via 9to5]
Every "Get a Mac" ad in one place
It's hard to believe that Apple's "Get a Mac" ad campaign is already 4 years old. Since its introduction, the campaign has invited both parody and serious responses from competitors. Plus, poor* John Hodgman and Justin Long can't walk out the door without someone calling them either "Mac" or "PC." Some have been better than others (the Christmas ads are always a highlight), and Apple keeps several of each year's ads on their site. If you'd like to browse the full history of these ads, check out this page assembled by the folks at AdFreak. They've gathered every TV spot and sorted them chronologically. In case you were wondering, there have been 66 in total. The most ads aired in 2006 (19) and the fewest in 2009 (14). Enjoy the archive and have fun re-watching your favorites. *My sympathy is short lived, however. Consider their paychecks.
Adweek Media's Campaign of the Decade: Apple's Get a Mac ads
As Apple fans, we've loved Apple's "Get a Mac" ad campaign. With Justin Long as the cool, laid-back Mac and John Hodgman starring as the stodgy, uptight PC, the ads have managed to make us laugh since they first appeared in 2006. The campaign has spawned the "I'm a PC" response ads from Microsoft, which aren't nearly as fun or effective as the original (if we do say so ourselves). The ads have been incredibly effective at getting Apple's message across -- Macs just work, with no bloatware, few viruses and little malware, and Mac users can do a lot with the provided iLife software. AdweekMedia has paid tribute to the campaign in its Best of the 2000s awards, giving the Campaign of the Decade plaudits to Apple and TBWA / Media Arts Lab for the memorable ads. That's not the only Apple campaign that received an award -- the iPod "Silhouettes" campaign won the Out of Home Ad of the Decade prize. Out of Home ads (AKA outdoor advertising) consist of those advertisements that are shown on billboards, buses, and kiosks rather than on television or in print. The awards were voted upon by the editors of AdweekMedia, and reader's choice awards were also listed. The "Get a Mac" campaign was third place in reader voting, while "Silhouettes" picked up the number one spot from readers in its category.
New Apple Switcher-Cam ad will take over online media
The newest Get A Mac, ad from Apple will take over the front page of a number of sites this month. Created by TBW\Media Arts Lab, the ad takes over the page as PC chases switchers through various switcher-cam displays. Thanks to Ivan for sending it in, and Ads of the World for hosting it.
Three new "Get a Mac" ads premiere, aimed at Win 7
Domestic TV watchers who tuned into the NBC Thursday comedy lineup or the Yankees-Angels playoff game on Fox were treated to three new Get a Mac ads in heavy rotation tonight, all focused on the launch of the latest Windows version. You can watch all three ads (Broken Promises, Teeter Tottering & PC News) over on Apple's site. While these ads are pretty funny (Broken Promises, in particular, features some excellent work by the wardrobe department), it's not clear if the message of upgrade challenges from XP to Win7 is going to resonate. Apple's marketing team may describe Windows 7 as 'antiquated tech,' but the big M clearly is expecting plenty of PC users to buy brand new machines to run Win7 rather than upgrading their old gear. Will they consider a Mac as part of the mix? We can certainly hope so -- but by all indications, Windows 7 is no Vista, and it's quite a bit harder to sell against an operating system that doesn't actively shoot itself in the foot. Heck, it's possible that there may even be a few Mac diehards in the opening day lines to buy Win7. Thanks to everyone who sent this in.
Apple shows new Get a Mac ad tonight: "PC Innovation Lab"
One of our readers was watching TV tonight and spotted this ad during a commercial break. Lo' and behold, It was up on Apple's website about 2.5 hours later. It basically suggests ridiculous "innovations" that PC thinks will help bring people back to the world of Windows. Mac goes on to suggest that innovations are supposed to make things easier. I find this ad extremely satisfying... it's almost a jab at all of the companies who try to imitate Mac but really just brings good humor to a clever Get a Mac ad. Thanks Ethan!
Apple airs two new Get a Mac ads: "Surprise" and "Top of the Line"
With all of the other Apple news surrounding Snow Leopard yesterday, Apple starting airing two new "Get a Mac" ads last night on TV and has also posted them on the company website. The first ad, "Surprise," shows a woman talking to Mac; she wants to purchase a "great computer", but Mac seems to be recommending something unexpected. The other ad, "Top of the Line," shows another another woman wanting a "great computer" -- and PC introduces her to a fine high-end PC played by Seinfeld alum Patrick Warburton. Thanks Ethan for sending this in!
Apple enlists David Puddy to take on the Laptop Hunters
Apple's created a whole new chapter in its "Get a Mac" ad campaign based on targeting Microsoft's successful Laptop Hunters series, and while at this point it's just a lot of muddled back-and-forth, the gang in Cupertino managed to spice things up a little by bringing in an all-too-recognizable face and voice: Patrick "David Puddy" Warburton. Mr. Brock Samson / Joe Swanson / The Tick comes on as the top-of-the-line PC who some say has a "much too fast" processor but prone to viruses and causing headaches -- you knew were the narrative was going. Video after the break, and you can go ahead and start work on your parody video, "You got a question about PCs, you ask the eight ball." [Thanks, Travis]
Video: Apple responds to Microsoft's Laptop Hunters... with a Megan
According to Apple, there aren't any PCs with fast processors and big screens that work without viruses, crashes or headaches. But folks, this isn't reality, this is advertising. In fact, this is Apple's first jab since Microsoft took off the gloves with its Laptop Hunters series of pokes against Apple. So grab a Coke (or Pepsi) and check the ad after the break. [Thanks to everyone who sent this in]
New Get a Mac ads: PC Choice Chat, Elimination, Customer Care
During tonight's American Idol performances, people not only got to see their top-three performers in action, but also got a chance to view a three new Get a Mac ads. In the first one, Customer Care, PC tells his story of technical support to an Apple Genius while Mac looks on. There are two other ads: Elimination, and PC Choice Chat. All are funny and worth a watch.
New Get a Mac ads after "Laptop Hunters"
Tonight Apple released four new Get a Mac ads that feature the same, and ever so lovable, PC and Mac characters. In the first new ad, "Time Traveler," PC travels into the future to see if PCs still crash. In the ad called "Stacks," PC is shuffling through thousands of photos to find the one he is looking for; Mac then tells him about the facial recognition in iPhoto '09.In "Legal Copy," PC starts telling how "easy to use" he is, but as he talks, his disclaimer copy appears at the bottom of the sceen. The final new ad, "Biohazard Suit," PC explains his biohazard suit as he tells Mac about all of the recent viruses going around for Windows. While these ads are funny, you can't help but wonder if this is Apple's response to the recent "Laptop Hunters" Microsoft ads, although with the production schedules involved it's likely that the new Apple ads were already in the can or at least well underway when Lauren and her pals hit the screen. You can watch all of these new ads by going to the Get a Mac page on the Apple site, and we'll be talking about them on the talkcast in just a few minutes.Thanks to everyone who sent this in!
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New "Get a Mac" ad: Bake Sale
Continuing with their recent bashing of Vista, Apple has released yet another "Get a Mac" ad. In Bake Sale [direct video link], PC is selling bake goods to raise money in order to "fix Vista." Mac asks why, and PC goes on to explain that the marketing team decided to run an "expensive ad campaign instead of fixing Vista." Mac then offers to help out by buying a cupcake ... a 10 million dollar cupcake. If there was any doubt about these ads being a response to the Microsoft ads, this one should definitely settle it. In our last post, we took a poll to see if anyone was tired of these Get a Mac ads -- currently 58.2% of the people that voted say they still like them. You can watch this new ad by visiting the Apple website, or by using the link to the video file. Thanks for the tip, Kevin!
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New Get a Mac Ads: Bean Counter and V Word
With all of the political mudslinging going around this time of year, Apple has decided to add a different type of mudslinging to the barrage of TV commercials. Tonight, they released two new "Get a Mac" ads: Bean Counter, and V Word. In Bean Counter [direct video link], PC is sitting at a desk, counting money out into two stacks. The largest stack is for advertising and the smaller stack is for bug fixes for Vista. When Mac questions him, he says that he's having to take drastic action because of the frustration of Vista users. In the end, PC gives up budgeting and puts all of his money into advertising. This commercial is no doubt in response to Microsoft's recent advertising strategies. In V Word [direct video link], PC makes every attempt to "beep out" the word "Vista" in the ad.Sure, these commercials are well thought out and somewhat funny; but is Apple's mudslinging getting a little old? Tell us your thoughts in the comments below, and don't forget to take part in our poll. You can watch the new commercials by visiting the Apple website.Thanks for the tip, Tony! %Poll-21156%
Analysis: Microsoft offers "I'm a PC" retort that falls flat
After canning Seinfeld, Microsoft is now starting stage two (planned all along, they say) of their campaign with a new series of I'm a PC ads by the Crispin, Porter + Bogusky ad agency. As is clear from the John Hodgman look-alike at the start of the ads, they're supposed to be a direct response to Apple's Get a Mac campaign that's been running since 2006.It almost goes without saying that it's rather sad for one of the richest companies in the world to stoop to this level of reaction. But I think one of things that's interesting here is the difference between the central motifs of the respective ad campaigns. What Get a Mac suggests is that your Mac is your kinda cool, but laid-back and easy-going friend that'll help you get things done. In other words, your Mac is your friend, not who you yourself are.On the other hand, the I'm a PC ads say exactly that: you (the user) are a PC. Who the heck would want to be that? What they're trying to maintain is that PC users are unfairly being stereotyped as besuited, boring, glasses-wearing losers. But with the repeated exclamation "I'm a PC," the ads actually suggest a kind of Borg-like insistence that I as a user have to be assimilated into my computer. In short, Microsoft and its ad agency still don't get it. We Mac-heads don't see ourselves as all being Justin Long (or, heaven forbid, wanting to be Justin Long). I can proudly say I'm not a Mac, and I'm not really planning to become one either. Or to put it another way: I use a Mac in no small part because I don't want to be a computer (Mac or PC).What's your take?(The three ads can be seen on YouTube: Pride, Not Alone, and Stereotype.)
New "Get a Mac" web ad
You'd think the "Get a Mac" series of ads would be played out by now. But you'd be wrong.They're still funny, snide and -- if sales figures are any indication -- effective. This week, Apple launched another clever web ad featuring Mac and PC. This time, PC has written an Op-Ed piece describing why people ought to stop switching to the Mac. It's cute, and the visual of PC pulling the text of the article out from "behind" the webpage is pretty cool.While we're on the topic, what's your opinion? Are the "Get a Mac" ads yesterday's news or still good stuff?[Via MacDailyNews]
Microsoft: We're not "cool enough" for Mac OS X
If you thought the new Get a Mac ads were spot-on or funny, then you will definitely get a kick out of this. On Microsoft's Photosynth website, they admit something that we've known for years: They're not cool enough to run on Macs. "Unfortunately, we're not cool enough to run on your OS yet. We really wish we had a version of Photosynth that worked cross platform, but for now it only runs on Windows. Trust us, as soon as we have a Mac version ready, it will be up and available on our site," reads the website. Photosynth is a technology Microsoft has designed to create 3-D "worlds" with your photos. This technology is definitely cool, and we actually would like to see it come to the Mac, but the way they worded the install page just makes us laugh. Meanwhile, VMware Fusion's Pete Kazanjy told us that the warning about Photosynth not working in a virtual machine isn't quite right; he got it running just fine in Fusion 2 Beta 2, and has the video to prove it. Thanks for the tip, Nate!
