The Mac Observer

Skip navigational links

You're viewing an article in TMO's historic archive vault. Here, we've preserved the comments and how the site looked along with the article. Use this link to view the article on our current site:
Apple in Tune with TV Ads Outside the U.S.

Apple in Tune with TV Ads Outside the U.S.

by , 2:25 PM EST, March 2nd, 2007

When Apple took their very successful "Get A Mac" ads overseas, they paid careful attention to the culture of the other countries according to an online story at The Wall Street Journal published Thursday.

" Japanese culture, where direct-comparison ads have long been frowned upon, it's rude to brag about one's strengths. So for Japanese versions of the ads that rolled out last fall, two local comedians from a troupe called the Rahmens made subtle changes to emphasize that Macs and PCs are not that different," the article explained.

Similarly, in order to create the same kind of dynamic that John Hodgman and Justin Long have in the U.S., Apple hired two well-known actors from a sitcom in Britain but had to fine tune the famous formula and take into account local culture and politics.

The story explained: "TBWA also wrote a new spot for the U.K. that uses a real statistic to deliver one of the key messages of the campaign: that PCs are designed for work and Macs for fun. In the ad, Mac points out Brits work longer hours than any other nationality in Europe. "And they get less holidays," says PC. "Smashing, isn't it?""

Another detail that Apple had to consider was the casual clothing worn by the U.S. actors. Japanese viewers haven't yet adopted the American "office casual" movement.

Even with this attention to local detail and culture there have still been cases where the ads didn't receive a completely warm reception. A Guardian columnist mocked Apple for trying to be too cool. But then, TMO notes, there have been serious misunderstandings, even in the U.S. by notable people, regarding the intent of the Apple ads.


Recent TMO Headlines - Updated June 29th

Tue, 4:11 PM
Apple TV+ Signs First-Look Deal with Maya Rudolph's Animal Pictures Following 'Loot' Premiere
Tue, 3:31 PM
Tales From the Rumor Mill: What's Next for Apple TV Including New Chip, RAM, Siri Remote and More
Tue, 3:28 PM
Apple Watch ECG Technology Infringes on AliveCor’s Patents, ITC Rules
Tue, 1:51 PM
Russia Fines Big Tech Companies Over User Data and Apple May Be Next
Tue, 12:38 PM
Foxconn Offers Summer Employee Bonus to Increase iPhone 14 Production
Tue, 8:47 AM
Rumored iPad mini 7 With 120Hz ProMotion Display Unlikely
Tue, 7:37 AM
Apple Creative Projects Showcases Artist Quentin Jones Creating Mantra Collages on iPad
Tue, 7:32 AM
Apple Shuts Down Hermit Spyware Distributed as Fake Enterprise App on iOS Devices
Mon, 4:18 PM
How Apple Watch Mirroring Works on iOS 16
Mon, 3:33 PM
Apple Suppliers Begin Shipping iPhone 14 Components
Mon, 3:29 PM
Tesla CarPlay Workaround Update Now Offers Support for All Tesla Models
Mon, 2:39 PM
Trailer for Apple TV+ San Fransisco-Thriller 'Surface' Goes Live
  • __________
  • Buy Stuff, Support TMO!
  • Podcast: Mac Geek Gab
  • Podcast: Daily Observations
  • TMO on Twitter!