Apple Inc.’s “Get a Mac” campaign, created by Media Arts Lab\TBWA was awarded the Grand Effie at the 39th Annual Effie Awards gala last night at the Metropolitan Pavilion in New York. The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Results from the “Get a Mac” campaign included market share growth of 42%, record sales and cultural influence.
“After much spirited discussion, the jury unanimously awarded Apple the Grand Effie for its portrayal of the Mac/PC rivalry. They managed to do it with humor, class, and honesty without falling into the trap of overtly negative competitive advertising,” said John Butler, Co-Creative Director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair, in the press release.
The most effective marketing communications holding companies capturing the most Gold, Silver and Bronze Effies include WPP (27), Omnicom, (Media Arts Lab\TBWA’s holding company) with 26, and Publicis (20). Twenty- four Effie Award winning entries came from independent agencies.
The six Grand Effie Finalist campaigns, which were deliberated by a panel of leaders from the marketing industry included the Grand Effie winner Apple Inc. “Get a Mac” (Media Arts Lab\TBWA and OMD), American Express “My Life. My Card.” (Ogilvy & Mather and Mindshare), California Milk Processor Board “Got Milk?” (Goodby Silverstein & Partners), Montana Meth Project “Not Even Once” (Venables Bell & Partners and OMD), Pedigree “Pedigree Adoption Drive” (TBWA\Chiat\Day and Grey Interactive) and Philips Norelco “Bodygroom” (Tribal DDB, DDB New York, MS&L and Carat USA ).
Agencies with the most Effie wins this year include Leo Burnett with 11 wins, JWT with 9 wins and DDB with 6 wins. TBWA landed the most Gold Effies of any agency (3). OMD and Starcom MediaVest tied as the most effective media agencies (10 wins each) with MindShare closely following (8 wins).
The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of consumer engagement that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. For more details, visit http://www.effie.org. The 2007 Effies are sponsored by Yahoo, Millward Brown, Best Buy, Bloomberg, Reuters, Wall Street Journal, Catalina Marketing, CEMUSA, Discovery Networks, Advertising Age and Sappi.
[Thanks to MacDailyNews Reader “Mac User Since 1984” for the heads up.]
Way to go Apple! Thanks also to Justing Long (“the Mac Guy”) and John Hodgman (“The PC guy”) for their portrayals in th ads.
Effing awesome!
Effin’ cool.
Those Montana Meth Project ads are quite powerful.
Who “Effie ng” cares -:)
Now will people stop yelling about how much the “Get a Mac” commercials suck, make fun of potential customers, blah, blah, blah…
Its all good. If you don’t like it, turn the channel.
Mac: “Hi, I’m a PC”
PC: “And I’m a Mac”
PC and Mac: “We are exactly alike!”
PC: “Yep, I have same processors as Mac over there”
Mac: “That’s right PC, and the same hard drives, memory and a lot of other things”
PC: “We even have a GUI OS!”
Mac: “Yep, and nearly everyday advances are made to make us work even closer with each other, so much that our OS’s are only slightly different from each other”
PC: “Yep, you got widgets, I got gadgets”
Mac: “We are both the same”
PC: “There is nothing that one side can do that the other can’t”
Mac: “Yep, doesn’t do a whole lot to get people to buy me though.”
PC: “Yea Mac, if you think just by OS alone and limited hardware choices your going to take over my 95% market share, you got another thing coming”
Mac: “Your right PC”
Actually it’s “you’re”. And it’s the OS, stoopid! (Same OS behind the iPhone and AppleTV).
Ballmer and Gates won’t like the reference to ‘honesty’. They’ve regularly said it’s all lies.
But then no-one ever believed them anyway…
My right PC what?
If you’re illiterate, you should write to someone for help.
“95% market share”
That’s a troll giveaway. I’ve seen 89%, 90%, 95% and 99% used most often. Just use whichever number suits you. What’s the installed base, Kenneth?
Dear “Not a Mac, Just a PC”: Yes, a luxury car is just a car, but the ride is so much sweeter.
And Jennifer Anniston and Roseanne Barr are both just women.
Okay, before I get caught by the pickers of nits here, I realize that Jennifer’s last name is actually Aniston rather than Anniston. My bad!
Mac: Well, there is that one little thing – V.I.S.T.A. – it does make a difference. Oh, that – Viruses (114,000 of them – past year alone) Infections Spyware Trojans Adware… yep -we are almost alike.
Mac: Oh, yeah – plug and play – you wish you had it – we got it. Are you starting to get the reality of the situation or are you going to stay stuck in the 90s?
Mac: Limited harware choices – what have you got that works without having to install – restart – install – restart – install – restart – and if you add too many keyboards or mice or (heaven forbid) a new monitor – YOU HAVE TO REINSTALL THE PHUQUEN “SIMILAR” OS.
Mac: You are coming to a sudden realization?
PC (aka TROLL): Allow…
(I have heard mentioned different types of envy but PC envy is not one of them. However, Mac envy is. Aye, Troll.)
You’re welcome.
Mac: “We are both the same”
PC: “Almost, I have to spend 50% of my time cleaning myself of malware, 25,784,457,887435@3$$%# to be exact!
Mac: “Good for ya…”
Trolls: proof positive that evolution is a myth.
OK I am happy that the agency responsible for the ads received an award. But on a bigger picture I don’t really give a darn. Any more than I care who won what Oscar in what year. It really doesn’t make a difference in my life.
And on a side note
63% of all statistics are made up
Enjoy
Great job, Apple!
What about the Vista campaign … was there a Vista campaign?
> BustingTheSkullsOfIdiots –
Not everyone gets to evolve. That’s how it works.
Trolls get left behind – proof positive of evolution at work.
So, was this just for the American ads, or did they include the ads made with different actors and other countries such as England and Japan?