Mac has been reigning supreme over “PC” aka ‘all computers that are not a Mac’ since their “Mac vs. PC” campaign started. This particular ad show PC time traveling to the future to determine if Windows ever works out that ‘freezing, crashing, and error message’ problem. When he arrives future PC ‘freezes’ thus answering his question. The campaign entertains consumers by continuous making PC the punchline of the joke, even though he was trying to helplessly defend himself.
Psychologically Apple is effectively using consumer relevance to their advantage and grabbing their attention. If you’re shopping for a new computer Apple is reaching out to you. I think consumers would agree the hardest part about shopping for a computer is comparing between all the different types. Apple has effectively divided up the competition- Apple vs. Everyone Else. For someone shopping for a new computer this is relevant, Apple backs up why they are better then the competition in a fun and entertaining way. Plus, consumers use their past experience to create association and develop liking for a brand.
Since, the launch of this particular campaign, Apple has rolled out funny and hard hitting commercials that make PCs look like a joke. Even the appearance of the human simulations of Mac and PC connect with consumers. Apple has defined themselves as the popular kid, that has the latest technology; while PC is defined as the dorky uptight middle aged man. Psychologically, consumers are going to appeal to Mac because he looks more appealing. Another thing Apple has going for them is they have built a standard of developing products that are innovative and work with out bugs or error messages. This has caused consumer expectations to stay loyal to the brand of Apple.
Consumers do not realize it but Apple is grabbing their attention by using psychological cues to get them to listen.
Japan's PC and Mac Characters
