Steve Ballmer would have been a far less sympathetic “PC guy,” but he declined for obvious reasons …

Apple’s latest ad campaign is funny, but is it effective? According to Slate’s Seth Stevenson, it’s not. “I’m smack in the middle of the target demo,” Stevenson writes in Slate’s Ad Report Card. “I’m a PC user, and I’ve often considered switching to an Apple. Thus, I feel equipped to say: These ads don’t work on me. They are conceptually brilliant, beautifully executed, and highly entertaining. But they don’t make me want to buy a Mac.” Why not? The smug, unshaven, hoodie-wearing, hands-in-pockets Mac character is annoying.
“The ads pose a seemingly obvious question — would you rather be the laid-back young dude or the portly old dweeb? — but I found myself consistently giving the ‘wrong’ answer: I’d much sooner associate myself with” the “PC” actor than with “Mac,” Stevenson writes. “As usual, Apple hopes to shift the debate away from a battle over specs and value and toward a battle we can all understand: cool kid versus nerd. But these days, aren’t nerds the new cool kids? And isn’t smug superiority (no matter how affable and casually dressed) a bit off-putting as a brand strategy?”

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