I know, I know. Commenting on Apple ads is easy; they're all brilliant. But from a media standpoint, this is an awesome example of what banner ads can do. Faster connection speeds are making video and sound commonplace, so banner ads are naturally evolving to be more engaging. I love the way PC seamlessly places his sign at the end of the quote on the top banner. I really was taken out of the element of a webpage with two "boring" banner ads.
Wikipedia tells me that these haven't been the only web-exclusive ads in the Get a Mac campaign, and lists the following others that have run as Quicktime banner ads:
Banging – PC expresses his regret for upgrading to Windows Vista, as it is causing him various problems. Mac tries to comfort him but PC continues to bang his head on the side of the banner advertisement.
Hiding – PC peeks in from the left side of the screen. When Mac asks what PC is doing, PC explains that he is hiding from viruses and spyware. PC then leaves, saying that he has to run a scan. There are two versions of this ad: a 300x250 "square" ad and a 160x600 vertical banner ad. PC is identical in both versions, but Mac's performance features a different take in each.
Knocking – PC panics about needing to search for new drivers for his hardware now that he's upgraded to Windows Vista. He tries force his way off the left side of the screen so he can leave to find the new drivers, but repeatedly runs into a wall. When he finally succeeds in breaking through the left side of the screen he finds himself jumping back in from the right side of the screen.
PC Turf (PCMag.com and PCWorld.com exclusive) – PC welcomes web surfers to his "turf," PCMag.com, and remarks that Mac must feel out of place there. Mac points out that they said some great things about Macs, so PC asks security to remove Mac because he's "going to be a problem." The PCWorld version is identical, except PC's voice is over-dubbed to say "PCWorld.com."
Sign – In a skyscraper ad, Mac asks PC about an unlit sign in a separate banner ad which reads "DON'T GIVE UP ON VISTA". PC replies that it will stop the problem of frustrated Windows Vista users downgrading to XP or switching to Macs. He presses a button, lighting up only the "GIVE UP" part of the sign. He presses it again, lighting up "ON VISTA". Frustrated, PC presses the button repeatedly, causing "GIVE UP" and "ON VISTA" to light up alternately.
Not - A banner ad on the top of the page reads "Leopard is better and faster than Vista" -Wall Street Journal. On the side, Mac introduces himself while PC climbs a ladder. Mac asks what PC is doing and he says that he is fixing an embarrassing typo. He then climbs all the way to the top and staples a piece of paper that says "NOT" at the end of the quote. He then tells Mac that they have the whole internet to correct and asks Mac to grab the ladder.
Well done once again, TBWA. Your media and creative teams are making the most of the great opportunity they have with the Apple brand and the insights about consumers' mindsets online.
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