\n

Justin Long and John Hodgman as Mac Dude and PC Guy

A few years ago, in one of Apple's last big marketing campaigns while Steve Jobs was alive, the company mocked Microsoft by having Justin Long portray a Mac and John Hodgman a PC in TV commercials. Long's comfortably scruffy dude in sneakers was supposed to be cool, while Hodgman's pudgy businessman was supposed to be a dork who couldn't quite catch up to the times.

I wrote in 2007 that the commercials were doing something for Microsoft it couldn't do for itself -- make the company lovable.

The Mac hipster played by Justin Long is insufferably smug compared to his problem-plagued comic foil, who ends up looking like a well-intentioned underdog unruffled by adversity. He's like Charlie Brown, falling over and over for Lucy's promise to let him kick the football. ... When I spot one of those commercials as I'm blipping through Tivo, I stop to see how Hodgman fares.

As my link shows, Hodgman wasn't rooting for himself either. The Daily Show contributor called his character "delusional" for believing he was cooler than a Mac.

In a piece for The Guardian about his new non-fiction book The Kraus Project, the author Jonathan Franzen reveals himself to be another person who hated Mac Dude:

Any chance that I might have switched to Apple was negated by the famous and long-running series of Apple ads aimed at persuading people like me to switch. The argument was eminently reasonable, but it was delivered by a personified Mac (played by the actor Justin Long) of such insufferable smugness that he made the miseries of Windows attractive by comparison. You wouldn't want to read a novel about the Mac: what would there be to say except that everything is groovy? Characters in novels need to have actual desires; and the character in the Apple ads who had desires was the PC, played by John Hodgman. His attempts to defend himself and to pass himself off as cool were funny, and he suffered, like a human being. (There were local versions of the ad around the world, with comedians David Mitchell and Robert Webb as the PC and Mac in the UK).

-- Rogers Cadenhead

Comments

Any publicity is good publicity, and those ads were more about the PC than they were about the Mac.

Plus, the message that "if you go Mac, you can be one of the cool kids" runs counter to some pretty strongly held moral principles (at least people like to think that they aren't slaves to fashion). On the flip side, beating up on the nerd has become deprecated as geekiness becomes more fashionable.


 

That ad campaign was one I found of great interest during the years it was running. I didn't understand how the public could look at Justin Long in those spots and not see "overwhelmingly smug" as his character's primary characteristic.

Unlike Franzen I did buy a Mac in that period. It's a really nice machine, but I'm still working primarily in Windows.


 

The point of the campaign wasn't to make the Mac look loveable, it was to make the PC look feckless.

The "insufferable hipster" stereotype was already one people associated with Mac users. Running away from that would have made Apple look defensive at a time they wanted to be on the attack, so instead they embraced it in a way that everyone looking at the ad could identify which of the two actors was the Mac before they opened their mouths.

On the other hand, "nice, even huggable, but clueless" was a completely novel and unusual way to portray Microsoft, which was still seen by most as the ten thousand tonne fire-breathing dragon of the computer industry: huge beyond imagination, invulnerable, inevitable and above all else ruthless. The Mac vs PC ads were aimed squarely at defanging Microsoft.

I made a related point at the time: the archetype is lifted straight from Roadrunner vs Coyote: fishbowl.pastiche.org


 

The Roadrunner vs. Coyote comparison is great, but some of the comments to your blog post demonstrate what Franzen is talking about in his essay, particularly this one:

"I think the ascribing of the 'arrogant' trait to Justin Long's character is more about the fact that any Mac user I know (and I have been one since '85) has always known that he/she has access to a superior tool and it is impossible not to just pity the typical PC user a little bit as they struggle so valiantly either with their computer's shortcomings or in trying to justify why they really have the better tool. ... It is impossible not to be a bit arrogant and be a Mac user. Just can't be done."

The mere ownership of a Mac is treated as sufficient cause for a sense of superiority.

At the time the Long/Hodgman commercials began in 2006, I didn't see Microsoft as the 10-ton dragon of the computer industry any more. It was five years after Windows XP and the new Vista version was laying an egg, Mozilla Firefox had taken a huge chunk out of Microsoft's browser share and a lot of my work had moved into the browser where the operating system didn't matter that much.

Certainly today, as Microsoft's market share of computing devices is so much smaller because Apple iPhone and Android are kicking its butt in mobile, Apple couldn't portray Microsoft as a monster that needed to be defanged.


 

scat fetish New Premium Scat Videos! Check out the Hottest girls with the nicest butts spreading there big asses and shitting into my mouth. Watch as I chew and swallow full loads of scat from everyday hot girls, while they suck my cock and make me cum at www.scathunter.com ..........
The latest Tweets from Mr. Cheeks @scathunter https://t.co/0WpJXocKF6 Buy Scat Videos Here! scat fetish


 

Zaliczanie panienek za kasę wychodzi mi coraz lepiej. Wybieram co chcę i płacę nawet czasem nie wiele. Oblukajcie ogłoszenia towarzyskie z tej strony a sami się przekonacie że warto.


 

I liked the information you gave me, I wish you more information like this later.
www.accountwizy.com


 

QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER @ +1-833-441-8848 BRINGS THE MOST RELIABLE AND AFFORDABLE TECHNICAL ASSISTANCE FOR QUICKBOOKS PAYROLL AT COMFORT OF YOUR HOME.
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER


 

QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER @ +1-833-441-8848 BRINGS THE MOST RELIABLE AND AFFORDABLE TECHNICAL ASSISTANCE FOR QUICKBOOKS PAYROLL AT COMFORT OF YOUR HOME.
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER


 

QuickBooks Payroll Support Phone Number +1 888-238-7409 is here to help you fix the QuickBooks payroll setbacks with technical troubleshooting by experts

QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER
QUICKBOOKS PAYROLL SUPPORT PHONE NUMBER


 

Give a perfect companion to your payroll accounting available on just a call.Dial Phone Number for QuickBooks Payroll Support Number 1-833-441-8848 and avail the on-demand customer priority support for QuickBooks Payroll at comfort of your home.

Phone Number for QuickBooks Payroll Support Number
Phone Number for QuickBooks Payroll Support Number
Phone Number for QuickBooks Payroll Support Number


 

no more QuickBooks error swill be able to trouble you. yes, QuickBooks support phone number 1-833-441-8848 provides immediate technical resolution of QuickBooks errors that prevents the error from reoccurring. Also, they deliver the smart technical assistance for QuickBooks software at comfort of your home.

QuickBooks support phone number
QuickBooks support phone number
QuickBooks support phone number


 

Dial QuickBooks Desktop Support Phone Number 1 888-238-7409 to get the most effective technical assistance for QuickBooks from verified QuickBooks experts.
QuickBooks Desktop Support Phone Number
QuickBooks Desktop Support Phone Number
QuickBooks Desktop Support Phone Number


 

QuickBooks Support Phone Number is also playing a great role from decades. Yes, whenever you encounter any kind of technical error in QuickBooks, our technical team is here at 1-833-441-8848 to help you get rid of such errors in minimum time.

QuickBooks support phone number
QuickBooks support phone number
QuickBooks support phone number


 

Dial QuickBooks enterprise support phone number 1-888-238-7409 to get connected with one of our technical specialists immediately for technical support in QB
QuickBooks enterprise support phone number
QuickBooks Enterprise Solutions
QuickBooks enterprise support


 

Looking for technical assistance for QuickBooks ? Unable to install QuickBooks on your own? If yes the call us today at Contact Number for QuickBooks Support 1-833-441-8848 and unlock the benefits of unlimited technical assistance for QuickBooks provide by experts available round the clock to assist you.

Contact Number for QuickBooks Support
Contact Number for QuickBooks Support


 

QuickBooks Enterprise errors troubling you? No more QuickBooks Enterprise issues will be able to annoy you .Yes,because QuickBooks Enterprise Support Phone Number 1-833-441-8848 brings the smartest technical assistance for QuickBooks Enterprise software at comfort of your home.Our experts are well-aware with the QuickBooks Enterprise software and its issues.

QuickBooks Enterprise Support Phone Number
QuickBooks Enterprise Support Phone Number


 

Phone Number for Quickbooks Payroll Support +1-833-441-8848 is assisted by our amazing support team. We take care of every issue that gets triggered in QuickBooks Payroll and its versions. Issues like failure of QuickBooks Payroll update, error in reinstalling QuickBooks etc. are solved quite easily by our technical support team. The best part is that our services can be availed 24*7 by QuickBooks users across the planet.

Phone Number for Quickbooks Payroll Support
Phone Number for Quickbooks Payroll Support


 

I really enjoyed reading this post, big fan. Keep up the good work and please tell me when can you publish more articles or where can I read more on the subject?
ahealthytalk.com


 

QUICKBOOKS SUPPORT PHONE NUMBER

DIAL QUICKBOOKS SUPPORT PHONE NUMBER +1-844-235-3996 IS THE PERFECT CHOICE TO SEEK TECHNICAL HELP FOR QUICKBOOKS FROM WELL-EXPERIENCED AND CERTIFIED QUICKBOOKS EXPERTS THAT ARE AVAIL ROUND THE CLOCK.

QUICKBOOKS SUPPORT PHONE NUMBER

QUICKBOOKS SUPPORT PHONE NUMBER

QUICKBOOKS SUPPORT PHONE NUMBER


 

Making a call at +1-844-200-2627 QuickBooks Support Number
will do a Tremendous help for you, as it will directly coordinate to the team of QuickBooks Assitance in on time. The professionals are highly talented and very helpful, our assistance available any time.

For more information visit our website: Quickbook Phone Number

any query call us at:+1-844-200-2627

QuickBooks Support Phone Number


 

Our remote desktop help for QuickBooks payroll software is just a call away from you at Phone Number for QuickBooks Payroll Support 1-833-441-8848.We are one of the leading technical support providers for QuickBooks and are available 24x7x365 to serve you.read more: Phone Number for QuickBooks Payroll Support
visit us:


 

Call today at QuickBooks POS Support Phone Number 1-888-238-7409 to fix Multi Store Exchange Issue In QuickBooks Point of sale software from technical professionals. Read more- http://tinyurl.com/y5pcdh9x


 

Dial Quickbooks enterprise support phone number 1-888-238-7409 helps you get rid of technical errors in QuickBooks errors with the help of experts available round the clock for you. Read More- http://tinyurl.com/yxv7m3tl


 

Our remote desktop help for QuickBooks payroll software is just a call away from you at Phone Number for QuickBooks Payroll Support 1-833-441-8848.We are one of the leading technical support providers for QuickBooks and are available 24x7x365 to serve you.
Phone Number for QuickBooks Payroll Support
Phone Number for QuickBooks Payroll Support
Phone Number for QuickBooks Payroll Support


 

Nike Air Pegasus 83 Hombre
Nike Air Vapormax Homme http://www.unevienomade.fr/nike-air-vapormax-nike-air-vapormax-homme-c-121_122.html


 

DOLCE & GABBANA Stivaletti Nero tulle contiene parti non tessili di origine animale tacco rivestito punta stretta 11551141VO
Blugirl dandelion embroidered jumper VOBGJJA http://www.jooextensions.com/Donna-Abbigliamento-Maglie/Blugirl-dandelion-embroidered-jumper- VOBGJJA-43.html


 

VIC MATIÄ' Stivaletti Blu scuro pelle contiene parti non tessili di origine animale punta tonda tinta unita 11527776QH
Adidas Originals Arkyn W White Rubber Vulcanized Textile Spring/Summer 169849 http://www.maggiethemuser.com/Women-Trainers/Adidas-Originals-Arkyn-W-White-Rubber-Vulcanized- Textile-Spring-Summer-169849-1.html


 

Vero Moda Mujeres Vaqueros pitillos vmSeven Hem in negro 98% algodón 2% spandex talle estándar slim Fit
JAKO CLASSICO - Training jacket schwarz High collar Zip Print Zip pockets 100% polyester J3242F000-Q11 LTFUWRB http://www.maggiethemuser.com/Men-Jackets/JAKO-CLASSICO---Training-jacket-schwarz-High-collar-Zip- Print-Zip-pockets-100%25-polyester-J3242F000-Q11-LTFUWRB-184.html


 

Selected Homme SHDONENEW MARK Camicia light blue Bottoni Kent SE622D0TV K12 HIKZPHI
Marc O'Polo Spring/Summer 2016 Tenisówki Granatowy skóra naturalna - zamsz guma materiał skóra 602 12713501 310 YQRDTTU http://www.sumatrabeyond.com/Kobieta-Trampki/Marc-O%27Polo-Spring-Summer-2016-Tenis%C3%B3wki- Granatowy-sk%C3%B3ra-naturalna---zamsz-guma-materia%C5%82-sk%C3%B3ra-602-12713501-310-YQRDTTU- 285.html


 

A perfect info source. Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. our site


 

So informative things are provided here,I really happy to read this post,I was just imagine about it and you provided me the correct information I really bookmark it,for further reading,So thanks for sharing the information. Tallahassee Towing Partners


 

Sometimes it is good to know about such kind of article and I am happy to be here on this website. I know you have many great ideas to share with all of us.
Escorts in Delhi
Call Girls in Delhi


 

Sometimes it is good to know about such kind of informative article and I really like to see your content. It is a good thing to be here on this website.
Delhi Escort
Delhi Call Girl


 

Add a Comment

These HTML tags are permitted: p, b, i, a, and blockquote. A comment may not include more than three links. Participants in this discussion should note the site's moderation policy.