Get a Mac: Campaign Analysis
Introduction
“Hello, I'm a Mac... and I'm a PC” But who are you? You have been listening to the quirky duo fight for almost two years now, but have you picked a side, are you still on the fence or could you not be bothered? The twosome at the forefront of the ‘Get a Mac’ (GAM) campaign have made it far from easy to ignore, in fact this campaign is proving to be one of a kind. In this paper I will discuss how this contemporary campaign has broken barriers and garnered success economically, culturally and internationally all the while reinforcing its brand and image through advertising tactics despite falling subject to scrutiny.
The Advertising Agency: TBWA
With a campaign as big as GAM, it is only fitting to have the world's largest advertising agency behind it. Named ‘Global Agency of the Year’ by ADWEEK, TBWA is the world’s most awarded network and has long-time partnerships with prominent companies such as McDonalds, ADIDAS and Apple. It was just over 10 years ago in 1997 that Apple announced that they have chosen TBWA to be their advertising agency. Guerrino De Luca, Apple's then executive vice president of marketing said this business merge has "renewed Apple's focus on its key customers and markets combined with TBWA Chiat/Day's cutting-edge creativity and true understanding of our brand sets the stage for extraordinary advertising." (Apple Inc.) De Luca's vision has become exactly that for Apple has set the bar in creative advertising with its leading competitors, which have failed to match the success of any of Mac's campaigns, with GAM at no exception.
‘Think Different’
Apple has developed a reputation for running large scale, high ...