The more I see from Apple's Mac vs. PC campaign, the more I like it. Some critics find them ill-spirited, but I find them enjoyable, entertaining and informative. And though it was definitely not its purpose, it's even humanized the PC for me—something that Microsoft and other PC brands have never seemed to do in their advertising. In one new commercial, highlighting the Mac's MagSafe magnetic connection, PC, banged up and sitting in a wheelchair with both arms and one leg wrapped in plaster, explains that he went crashing to the floor when someone tripped on his AC cord. Mac, of course, retorts that he never has that problem because of his magnetically-connected power cord. Another shows the PC grappling with devil and angel versions of himself as he considers tearing up Mac's picture book. The comedic exchange between the two actors, Justin Long and John Hodgman, is fun to watch. Mac seems unsympathetic to PC's plights, but it's more like friendly ribbing.
The unusual visuals in Domino's "Feast for the Senses" grabbed our attention. Guys eating the new Cheesy Garlic Bread Pizza each describes what he love best—not all that unusual except for the fact that each of them has enlarged features. The nose guy talks about how good the pizza smells, etc. It's a silly spot, but one that manages to cut through with its cartoon take on the pizza-eating experience.
A new brand spot for Sara Lee titled "Yummy" takes a much simpler, direct approach to celebrating food. The spot features "Happy Happy Joy Joy," sung by Billy West in a new version of the tune featured in his Ren & Stimpy cartoon. Still images show people taking first bites and then gobbling up Sara Lee products to show the "Joy of Eating." Nothing fancy, but the tune lifts the images to a culinary feast.
Geico's lastest campaign, which stars celebrity interpretations of customers' auto experiences, continues to charm. The best of the latest round stars actor Peter Graves, whose performance delightfully punctuates the customer's deadpan words.
A new 15-second spot series from State Farm manages to demonstrate the need for insurance without the heavy-handed scare tactics found in most commercials in this category. Instead, the spots, which have a comedic element, show short scenes of minor misfortunes—such as a guy finding his car vandalized and another whose air conditioner falls out to the sidewalk minutes after he installed it—to make its point.
The best spot this month, however, came from Nike (surprise!). In "I Feel Pretty," Maria Sharapova makes her way from a New York City hotel room to a tennis match as everyone around her, from the maids and bellhop to the cab driver and broadcast announcers, sings the show tune classic. Throughout it all, she keeps a straight face. By the time she's on the court, the stadium crowd has joined in, but the singing comes to an abrupt halt when she grunts and pummels the first ball of the game. How's that for pretty?