I think my fascination with these homegrown parodies of Apple’s Macintosh ads has to do less with the fact that I work for the "other" company and more to do with the fact that none of these parodies are in any way generated or encouraged by Microsoft. I mean think about it: The public have taken the time to completely produce these parodies & digs on their own.
See, the irritating feeling that we vendors have is that there’s a company out there that’s persistently & publicly pissing on their competition – a tactic that most professional companies view as low brow. While everyone mutters things behind closed doors, bashing your competition in public is essentially negative campaigning and there’s an unsaid agreement between vendors that you just don’t engage in these tactics because it creates he-said-she-said fingerpointing between vendors that ultimately hurts and frustrates customers and distracts from their real needs.
Take for instance their stab at Windows Vista’s User Account Controls. Y’know, the whole "Allow or Deny" ad where PC guy is asked insistently whether to allow or deny an action. They make a big deal about this except their naturally fail to mention that:
- This doesn’t happen if you’re running signed, authorized software
- This clearly informs users of what level of rights/ability the application requires before proceeding to do it… like, I don’t know, FORMATTING YOUR HARD DRIVE
- Windows Vista is the only consumer operating system to provide this facility in an insecure world
While slamming your competition might be what you’d expect, what’s annoying is that it’s similar to the run-and-gun guerilla tactics that you see terrorists take to get people’s attention. Blow up building, distract people from the real issues, and defocus on your own inadequacies. (This also sounds like a certain prominent politician’s tactics around addressing a domestic agenda, but I digress.)
From an inexperienced computer user’s viewpoint, the fear, uncertainty, and doubt generated by these ads act as a deceptive "shiny object" that defocuses their attention from their personal computing goals. "PCs have to add on cameras. Macs have them built in. PCs have user access controls. Macs have no such ‘annoying’ protection." From a experienced computing customer’s perspective, it’s usually a sign that a vendor is desperate – after all, if no one’s talking about you,
But it’s admittedly effective. People pay attention.
What’s been entertaining about all of this however is that so many people have watched these ads over and over again that it’s generated a backlash. So much so that there’s an entire COUNTER CULTURE around Apple’s ads. Just take a look at the oodles of 3rd party Macintosh ad parodies. And I haven’t even listed HALF of them:
- Apple Mac gaming advertisement parody
http://soapbox.msn.com/video.aspx?vid=bb0d70b7-d59f-41bf-93ef-1cb192f11a1b - Another Apple Mac "switcher" parody
http://soapbox.msn.com/video.aspx?vid=0766980f-8526-4734-b8bb-961c002f1642 - Mac vs PC – "Money"
http://soapbox.msn.com/video.aspx?vid=0eb54927-a38a-4bca-a836-daa51ba5d59f - Mac vs PC: "Girl"
http://soapbox.msn.com/video.aspx?vid=e8da282e-ad76-4309-abb2-050f56440dc2 - Mac vs PC: "Work"
http://soapbox.msn.com/video.aspx?vid=7d0cd3fb-e819-4041-96af-e760cf67a8d7 - Mac vs PC: "Music"
http://soapbox.msn.com/video.aspx?vid=75e35ddc-9dae-45cd-9312-841f609dfeff - The Demands of unionized workers of Apple iPod #XT3436DC5F
http://soapbox.msn.com/video.aspx?vid=9a195fea-3088-4838-8702-e6091b60ac4f - Mac vs PC – Gaming
http://soapbox.msn.com/video.aspx?vid=5bbc14b3-acdd-4743-bb97-d2e0819d8869 - Mac vs PC – Upgrading
http://soapbox.msn.com/video.aspx?vid=97a30d9e-8d86-45c3-b7c7-c0f0055cf7dd - Mac vs PC – Laptops
http://soapbox.msn.com/video.aspx?vid=c412075e-83b8-461a-b345-d3f392c62921 - Mac vs PC – Networking
http://soapbox.msn.com/video.aspx?vid=c1f7ddcc-a96c-464b-85f9-1e69ab1dffd7 - Mac vs PC – Portability
http://soapbox.msn.com/video.aspx?vid=bd3acf67-0f27-4a73-8f68-ea9f0751f797 - Mac vs PC – Security
http://soapbox.msn.com/video.aspx?vid=6ecf2f70-6065-4fa7-a5cf-d5175038882a - Mac vs PC by Neofight – Media Center
http://soapbox.msn.com/video.aspx?vid=a98bac28-919e-496e-aeb5-b44ee9a449f2 - Mac vs PC by Neofight – Pen Computing
http://soapbox.msn.com/video.aspx?vid=17e8cbfe-4dcc-479f-8b8a-7c08bde2e2ff - Mac vs PC by Neofight – Work
http://soapbox.msn.com/video.aspx?vid=c30beaca-5a10-4dcc-bc2d-b714b0f3727c - Apple Mac ad parody – "Yes, it crashes"
http://soapbox.msn.com/video.aspx?vid=508b4c99-7724-41e7-938d-f3670123d815 - Mac users can’t talk without using their hands
http://soapbox.msn.com/video.aspx?vid=aed549ae-ea7e-4ae4-940a-9ae67e10ec4a - Apple is evil
http://soapbox.msn.com/video.aspx?vid=8eb5f7ef-63f7-464c-8a88-05fe097bb019 - What Apple’s Mac TV Ads SHOULD sound like
http://soapbox.msn.com/video.aspx?vid=7b841d66-fa63-45a4-83f4-45179814dcd1 - Apple Mac Monkey Switch
http://soapbox.msn.com/video.aspx?vid=46e284fb-ddbf-4340-9bc8-2c7b0b3dc3c4 - The ORIGINAL Apple Mac Ad parody
http://soapbox.msn.com/video.aspx?vid=863edcd5-fca0-4ad8-ba39-50476bb74259 - The Mob does an Apple Commercial
http://soapbox.msn.com/video.aspx?vid=87c2ca8f-a0e6-4b83-9a25-c5961ceca3b4 - Apple iBox – A gamer’s parody
http://soapbox.msn.com/video.aspx?vid=82043918-291e-46af-badb-d70e990f392f - "Broke Mac Mountain"
http://soapbox.msn.com/video.aspx?vid=816ded8e-58db-4571-adb6-027d62530719
There’s also the "historically interesting" videos that have been sprouting:
- "Apple & the Microsoft Deal" – MacWorld 1997
http://soapbox.msn.com/video.aspx?vid=b297d66b-d352-4b7e-9869-fc74d59f7287 - Why I got fired from Apple Computers
http://soapbox.msn.com/video.aspx?vid=89d8705b-69b2-4845-8823-a09961fef778 - Why I got fired from Apple Computers (part 2)
http://soapbox.msn.com/video.aspx?vid=4b539d94-6feb-4bdc-a1bc-68bae6c14f34 - Side-by-side comparison of Apple’s commercial & Postal Service’s video
http://soapbox.msn.com/video.aspx?vid=7e93c505-dd72-4143-b90a-7710dd34285f - Steve Jobs’ Apple Keynote Bloopers
http://soapbox.msn.com/video.aspx?vid=ac651701-cd09-4021-9008-bbc5950107f1
And then there’s the "avant garde" videos:
- Blowin’ up a Apple Mac Classic with a big gun
http://soapbox.msn.com/video.aspx?vid=ee93844f-5d66-4537-b0fc-9fc54ca5d8db - Destroying an iMac with a rifle
http://soapbox.msn.com/video.aspx?vid=9f749cc3-4286-40f3-811e-b39eca2b8b5f - Blowin’ up an old Apple Macintosh with an M80
http://soapbox.msn.com/video.aspx?vid=bcaf4998-3521-496b-94ff-2de19e3df085 - Bill Gates vs Steve Jobs
http://soapbox.msn.com/video.aspx?vid=4ed916ff-0c0f-45c8-aa2d-843f5e1d4edd - Smash My iPod – Part 1 of 2
http://soapbox.msn.com/video.aspx?vid=bc02f154-9828-4051-b3ba-383d6e152887 - Smash My iPod – Part 2 of 2
http://soapbox.msn.com/video.aspx?vid=fdfc3ad4-422c-448b-8dee-58e3bf17f117