I hate Macs. I have always hated Macs. I hate people who use Macs. I even hate people who don't use Macs but sometimes wish they did. Macs are glorified Fisher-Price activity centres for adults; computers for scaredy cats too nervous to learn how proper computers work; computers for people who earnestly believe in feng shui.
If the ads were really honest, Webb would be standing there with one arm, struggling to open a packet of peanuts while Mitchell effortlessly tore his apart with both hands. But then, if the ads were really honest, Webb would be dressed in unbelievably po-faced avant-garde clothing with a gigantic glowing apple on his back. And instead of conducting a proper conversation, he would be repeatedly congratulating himself for looking so cool, and banging on about how he was going to use his new laptop to write a novel, without ever getting round to doing it, like a mediocre idiot.
Ultimately the campaign's biggest flaw is that it perpetuates the notion that consumers somehow "define themselves" with the technology they choose. If you truly believe you need to pick a mobile phone that "says something" about your personality, don't bother. You don't have a personality. A mental illness, maybe - but not a personality. Of course, that hasn't stopped me slagging off Mac owners, with a series of sweeping generalisations, for the past 900 words, but that is what the ads do to PCs. Besides, that's what we PC owners are like - unreliable, idiosyncratic and gleefully unfair. And if you'll excuse me now, I feel an unexpected crash coming.
ouch. may the wars continue for years to come. I fully expect Han, El & Ry to argue this very topic in 15-20 years time.
(<flame on>I still wonder about form over function - one mouse button by default - that is so 1986 (when I first used a Macintosh in the Maclabs at UWA).</flame on>)