When Apple Inc. wanted to bring its series of “Mac vs. PC” ads to international markets, it faced a difficult issue: What’s funny in one culture can seem ill-mannered in another.
Here’s the shorter version of the WSJ article on how Apple’s adapted their “I’m a Mac…” ads for other countries:
People in Britain and Japan are different than they are here in America. In America, the Mac Guy is called “smug,” while in Britain, he’s called a “tosser.”
On the other hand, people in Britain and Japan are the same as they are here in America; there’s always some loudmouth who thinks I care about the fact that he doesn’t like the Mac Guy in the commercials.
While you were reading the Journal article, Apple sold another 160 iPods.
Comments (3)
The real problem is that John Hodgman is probably one of the greatest comedians of our generation. It’s not that the Mac guy whatever-his-name-is is all that smug, it’s that they’re in totally different leagues. He’s completely outclassed by Hodgman.
Hint: when you want the Mac to look better, PUT THE MORE TALENTED PERSON IN THAT ROLE. It doesn’t matter what the script says. However it’s written, once cameras start rolling, it’ll inevitably end up in favor of the massive talent differential.
I love PC. He’s so awesome. I did hear a rumor they were gonna drop the Mac guy and have Hodgman “become” a PC, since Macs really are just x86 boxes anyway. It makes sense, and it puts the spotlight on the real talent at last.
Cancel or Allow?
The ads are so awesome they even make UAC fun.
Agreed: Hodgman is fantastic.
I don’t think Justin Long’s Mac character is smug, either, but the comedy comes from Hodgman’s/PC’s misfortunes. Long’s job is to be sympathetic. I’m not sure switching the talent would redress the balance — PC’s going to carry most of the action, and most of the laughs, since they’re the character in constant jeopardy (and the one who reminds us of the familiar difficulties of using computers).