Friday, July 14, 2006

that's a really long name for a software program

I'm a longtime fan of John Hodgman, so I can't help but agree with Seth Stevenson that the new Mac ads backfire.

My problem with these ads begins with the casting. As the Mac character, Justin Long (who was in the forgettable movie Dodgeball and the forgettabler TV show Ed) is just the sort of unshaven, hoodie-wearing, hands-in-pockets hipster we've always imagined when picturing a Mac enthusiast. He's perfect. Too perfect. It's like Apple is parodying its own image while also cementing it. If the idea was to reach out to new types of consumers (the kind who aren't already evangelizing for Macs), they ought to have used a different type of actor.

Meanwhile, the PC is played by John Hodgman—contributor to The Daily Show and This American Life, host of an amusing lecture series, and all-around dry-wit extraordinaire. Even as he plays the chump in these Apple spots, his humor and likability are evident. (Look at that hilariously perfect pratfall he pulls off in the spot titled "Viruses.") 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 Hodgman than with Long.

Now VH1 has come out with a series of parodies that underscore Stevenson's point. (Link via Old Hag from whom, in a nice neat little circle, I won a copy of Hodgman's The Areas of My Expertise.)