Thursday, November 09, 2006

They finally got rid of the Apple guy.

Culture: It took Apple this long to figure out how obnoxious it came off, I kept feeling bad for the PC guy.

Apple's "I'm a Mac" campaign is almost perfect: It's funny, memorable, and efficiently lays out the advantages of Macs over PCs. Its only defect: Virtually everyone who watches it comes away liking the "PC guy" while wanting to push the "Mac guy" under a bus. ....Why was Long dropped, specifically? Perhaps for striking people as a "smug little twit," in the words of Seth Stevenson, ad critic for Slate. Long, he adds, is "just the sort of unshaven, hoodie-wearing, hands-in-pockets hipster we've always imagined when picturing a Mac enthusiast.... It's like Apple is parodying its own image while also cementing it." Of the polymathic Hodgman, who has drawn acclaim for his work on The Daily Show and NPR's This American Life as well as his book, The Areas of My Expertise, Stevenson writes, "Even as he plays the chump in these Apple spots, his humor and likability are evident." Shouldn't a computer company have known that geeky is the new cool?
"Smug little twit" describes an Apple user and they don't care who know about it. The smug little twits.

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