An example of this change in the campaign to reach the different overseas markets was the casting change in the UK advertisements, switching out John Hodgeman and Justin Long with David Mitchell and Robert Webb, two moderately famous British television personalities who have their own sitcom in Britain called “Peep Show” (Fowler, Steinberg, Patrick, 2007). For most of these countries, Apple decided to modify the characters and content within these commercials in order to reflect that specific countries culture as well as to avoid being offensive to their beliefs/traditions. According to TNS Media Intelligence, Apple ended up spending $264 million on television ads alone in the 2006, the starting year of its campaign.Īs well as airing in the United States, this advertisement campaign was also seen overseas, such as by audiences in Japan, Spain, Italy, the United Kingdom, France, and Germany. Also, Clow assisted the company again in 1997, with its “Think Different” ad campaign, officially introducing the famous iMac laptop into the technology world (Leonard, 2009). Clow was not a stranger to Jobs, and they actually first started working together during the 1980s, when Clow helped release Apple’s advertisements highlighting the newly released Macintosh computer. PC” advertisement campaign (Elmer-DeWitt, 2009). The close-working included Lee Clow, the creative director of the entire campaign, flying from Los Angeles to Cupertino weekly to meet up with Steve Jobs to discuss their objectives and opinions on Apple’s “Mac vs. To create this advertising campaign, the advertiser (Apple Inc.) worked very closely alongside its advertising agency, TBWA/Chiat/Day. Apple created this campaign in order to raise sales and take out the biggest competitor they have, Microsoft. Hodgeman is seen in this commercial as being very dorky looking, up tight, with an overall boring appearance. Long is the young, better looking, easy going character that is supposed to represent MAC products as being easier to use and much more user friendly. The two famous actors personify the computers they portray as well as resemble the two founding creators of both companies, a chubbier Bill Gates (for Microsoft) and a younger Steve Jobs (for Apple). The campaign features actors Justin Long, who represents the “MAC”, and John Hodgeman, who plays the role of the “PC”. The series of commercials and advertisements were entitled “Get a Mac”, which contained 66 commercials aired on TV all arguing one main point: that a MAC is better than a PC. PC campaign was constituted by Apple Inc. Case study done by Hannah Drobits, Sam Morris, and Elan Fingles.
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