Apple didn’t just sell computers—they made them cool. Here’s how a simple comparison became a marketing masterclass.
Ever feel like computers are just too complicated?
Apple knew that many people did, and they had a brilliant solution: make it simple and fun. Enter the 2006 “Get a Mac” campaign, where Apple used humour and personification to turn a tech debate into a cultural moment. And it worked.
Here’s how they did it.
The “Get a Mac” ads featured two characters: Mac, played by the laid-back, cool Justin Long, and PC, played by the uptight, clunky John Hodgman. Each ad was a short, humorous exchange where Mac highlighted its user-friendly, sleek features while PC struggled with being outdated and complicated. It was genius. Apple didn’t dive into tech specs or overwhelm consumers with jargon—they simply framed Macs as the cool, easy choice for everyday people.
Watch the videos. Sorry about the quality but the campaign is more then 20 years old.
By making Macs the relatable hero and PCs the outdated underdog, Apple successfully shifted the conversation. They weren’t just selling a product anymore—they were selling an experience, a lifestyle. The campaign was a masterclass in reframing, turning complex product differences into something everyone could understand (and laugh at).
The lesson?
You don’t always need to focus on the technical details to make an impact. Apple reframed the conversation with humour and personification, showing that simplifying a message can be a game-changer. The more relatable your story, the more memorable your brand becomes.
How Can You Reframe Your Brand’s Message?
Think about this:
Are there complex aspects of your product or service that you could simplify through storytelling or humour?
How could personifying your brand or its benefits make your message more relatable?
What fresh angle could you take to make your brand stand out in a crowded market?
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