On being human...

Riddle me this, readers: Why is the current Mac campaign doing so well?

• Because it's funny? Yep, that it is. But that's not it.
• Because it shows the weaknesses we PC users can all too readily relate too? Close, but no cigar.
• Because it makes the Mac so hip and user-friendly, the PC so dopey and cold? That it does. But even tho' he's a dud, we like the PC guy. Heck, he carries the commercial (though most will likely disagree with me here).
• Because we so don't want to be the PC guy? A contender, but not the winner.

By making the PC and Mac actual characters, Apple makes an otherwise lifeless, breathless pile of titanium and silicon human. We can relate to human (they're our species). We're character driven by nature. Human isn't an abstract metaphor or kitchy bent. Human is living and breathing. Fun like the Mac dude; flawed too, like the PC guy. Net/net, it's something we can all process. People purchase what they can process.

Remember when Apple unleashed its series of gem-colored desktops and notebooks? Those were fun, but look around you...everyone seems to be toting the same-color-of-silver powerbooks now. And who could forget the big brother, man-against-the-machine commercial by Apple, lauded as perhaps the best spot ever? It sure did pump some theatre into our commercial breaks, but loads of fanfare and Clios later, Apple still retained 3% marketshare--and likely lost money with how much that spot cost.

So why will Apple's marketshare spike now, after clocking a mighty impressive 25-year run of relentlessly good, original creative?  Because they've gotten away from promoting bells and whistles and moved to making steel and silicon human.

There's a lesson in that. A big one.

Be it our products, services, ads or blogs--especially business blogs--show your human-ness, let people in. Be accessible. It's the only way to truly engage your audience. And if we can engage we can educate. The human factor is especially vital with text posts.

Gettin' social is where this world is going, we might as well get a little more human while we're at it. For another example of making steel human, go here.

Shouts: To all you NYers, this determined heatwave is slated to stop late Thursday. Nothin' quite like a 101-degree packed subway car at 9am, eh? Even when the big apple is stinky, sweaty and sticky...I HEART NY.

Comments

[paulmcenany]

While I agree with you in theory (of course it's good to make any company feel human), I still hate the smugness of that Apple guy.

I really do think Apple is gearing up to take a fall. Before, Apple was cool just by being cool. Now, they're also trying to say, "Hey, Look at me! Look how cool I am!". Maybe it's just me, and maybe I'm jealous because I'm relegated to a shitty Dell, but damnit, it annoys me!

[howard lindzon Associates]

great post. I love apple so I am biased but i do get what you say. never thought of it.

[nvineberg]

We've always been able to rely on Apple for highly innovative product design and advertising. Apple is a lifestyle through the iPod, an artistic expression through its beautiful looking desktop computers, and a creative resource through wonderfully engineered and user friendly multi-media software. Even before the ad cited in CK's insightful post, who remembers the ultra oool iPOD ads - shadow figures with white headphones grooving to music. Apple is flowing with life and spirit. I'm happy that my brother Allyn - a longtime PC user - has switched. Time for CK? Take the leap!!!!

[CK]

Paul: Yep, you're just jealous of cool Mac guy (don't worry, you're just as cool :-).

Howard: Thanks for stoppin' by.

Neil: I'm giving serious thought to dumping my PC.

[nvineberg]

I would love to see YOU especially dump the PC, as the creative, forward thinking brilliant soul you are. :)