I always looked forward to seeing new “I’m a Mac – I’m a PC” ads on television. As a long-time Mac fan and a marketing pro, I really admired these spots. They were smart and edgy, yet friendly. They were fun. They differentiated Macs from PCs. From a marketing perspective, they were appropriate to Apple’s David fighting Microsoft’s Goliath. And they worked really well, perhaps better than any other mass-market technology product ads. Now I wince every time I see a new one, hoping its smug attitude and condescending tone doesn’t go too far. Sponsor This guest post was written by Frank Cioffi. I also relished how Apple’s spots unhinged Microsoft, prompting the Goliath to produce its own, usually inept, TV ads that broke a major rule of marketing: never appear reactive to a smaller competitor. Microsoft’s PC ads and the flurry of Ballmer-isms that accompanied them, all on the heels of the Windows Vista catastrophe, actually seemed to reinforce Apple’s point. But what has worked for Ap…[...]

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Apple: Time to Drop Anti-PC Sarcasm from TV Ads