November 10, 2006
Brand Naming: Bye-Bye Mac Guy
Apple is nixing Justin Long, better known as "The Mac Guy” in the “I’m a Mac” television advertising campaign. Why? Because people seem to like the nerdy PC Guy more that the smug, unshaven, hoodie wearing Mac Guy.
Tech filter finds this “hilarious”. Darryl Ohrt feels that this might be because the PC Guy, played by humorist John Hodgman is the “likable underdog” and Long’s Mac Guy was just a little too arrogant. Jeff Bercovici takes this a step further in Radar, stating that Mac Guy makes you want to push him under a bus.
I’m sure Microsoft would agree with Lance Mannion that its nice to try and be cool and smooth but “in our hearts” we’re all PC Guys.
Gizmodo is actually running a poll to find the new Mac Guy, who they earlier agreed was a “smug little twit.” Nobody is sure what the new Mac ads will be like, they are only sure that Hodgeman will be back. Bob Sassone thinks that maybe PC Guy should morph into the new Mac Guy, to show that a “PC Guy can become a Mac Guy.”
I wonder if Microsoft has grasped just what an incredible breakthrough this is for their brand name - Apple has had to register the fact that very few Apple people want to talk about, and it’s this: Apple users are irritating to the rest of us and even to other Mac users.
Microsoft, are you listening? Here’s a chance to reframe your name. Just don’t get smug about it. Be cool. For once.
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