We obnoxious Apple fanatics love to gloat. And so, I offer you the Adweek “picks of the decade.”
- Top Brand: Apple.
- Top product: iPod
- Ad Campaign of the Decade: Get a Mac.
- Top Marketer: Steve jobs.
Of those wonderful “Get a Mac” ads, Adweek writes:
Apple always diverged from the ‘speeds and feeds’ ads associated with the computer category, but the brand really defined itself with the 2006 launch of TBWA\Media Arts Lab’s ‘Get a Mac’ campaign. That series of 60-plus ads brought some humanity into the equation by turning the machines into live-action cartoons. In so doing, the comic spots offer transparent understanding of the aspirations of its audience and how people identify–and connect emotionally–with technology.
The genius is in the casting. The Mac guy, Justin Long, is a younger version of Steve Jobs who is casual and comfortable in his skin. PC, personified by John Hodgman, as a rounder, paler Bill Gates, is a well-meaning geek with all kinds of operating problems. For Apple, the campaign managed the neat trick of making the brand look laid back and cool while it mercilessly skewered its rival.
Google was named Technology Company of the Decade, and Youtube was named Best Website. Missing in action is Microsoft.
