Most people who want Macs are teenagers and people who are so obsessed with looks it's uncanny how they get outside without having anxiety attacks. The quirky commercials will appeal to middle class people, I suppose that's the target audience. Mac commercials do nothing to actually help their cause. The Viruses ad was all about reliability, the ads that focused on iLife were positioned to seem innovative, and the Sabotage (shown below) spot clearly showed how personal the Mac was by replacing the Mac actor for most of the spot giving the audience a sense of unease.Aforementioned, yeah. Lots of positive answers such as innovative, designed, personal, and reliable came up several times, and all those words could be used to describe some of the feelings and emotions that the Get a Mac campaign tried to conjure inside consumers. The other day on Twitter I asked people to describe Apple as a company using just one word, and the responses were pretty cool. While the Get a Mac campaign was promoting the Mac (both desktops and laptops), it really was about promoting Apple as a company and getting people to view Apple has hip, creative, easy-going, and a plethora of other positive feelings.Įven though Apple has changed its marketing tactics these days, and serves a much larger audience than they did back in 2006, they still use a very personal style of advertising that the Get a Mac campaign started for the company. From parodies on late night tv at the time to popular YouTubers Rhett and Link making references to the commercials over a decade later, the Get a Mac campaign says stayed in our lexicon since it debuted. While Apple is a far more established and way richer company now than it was in 2006 when these ads started, the popularity of these ads is still easy to see. Plus, Apple ended up making 66 different TV spots for the Get a Mac campaign in three years and companies don't run a campaign that isn't showing results. Not only did Mac sales in 2006 go up - the year the ads were introduced - the staying power of the ads a decade after they stopped airing is plently of proof.
It was the ability of Apple's simple ad formula to adapt to new marketing messages during the campaign that kept these ads coming for years! Did it work? "To understand that one does important work while the other wastes his time with frivolous pursuits like home movies and blogs." This holiday spot, entitled Goodwill, is a prime example of how Apple included the perception of Macs being for creative young professionals and was paving the way for new media.
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