Apple’s “Get a Mac” Named Campaign of the Decade; Alum Jason Sperling Creative Directed

From Apple's Get a Mac ad campaign, left to right: John Hodgman ("PC"), Creative Director Jason Sperling, Justin Long ("Mac"). All 66 spots in the campaign were directed by Phil Morrison of Epoch Films for TBWA/Media Arts Lab.

From Apple's Get a Mac ad campaign, left to right: John Hodgman ("PC"), Creative Director Jason Sperling, Justin Long ("Mac"). All 66 spots in the campaign were directed by Phil Morrison of Epoch Films for TBWA/Media Arts Lab.

Rarely does an ad campaign become a cultural icon, but that’s what Apple’s “Get a Mac” campaign accomplished. Academy alum Jason Sperling (MFA98 Advertising) led the team from TBWA/Media Arts Lab that created the ad series. Now Sperling’s team and Get a Mac have attained another milestone: being named Campaign of the Decade by Adweek.

Launched in 2006 and appearing in a variety of media, the Get a Mac campaign used sharp writing and unforgettable casting to deliver stunning sales success … and in the process won nearly every award in the advertising industry, including a Cannes Gold Lion and a One Show Gold Pencil. The latest recognition by Adweek (full coverage here) implicitly acknowledges that the campaign revolutionized technology advertising and marketing in much the same way Apple turned the computer industry upside down with its products.

The Get a Mac campaign as it appeared online at NYTimes.com; Sperling also led the online creative team at TBWA/Media Arts Lab.

The Get a Mac campaign as it appeared online at NYTimes.com; Sperling also led the online creative team for TBWA/Media Arts Lab.

Says Adweek, the series of 66 humorous Get a Mac spots (all of which can be viewed here) “offer transparent understanding of the aspirations of its audience and how people identify — and connect emotionally — with technology. … The Mac guy, Justin Long, is a younger version of Steve Jobs who is casual and comfortable in his skin. PC, personified by John Hodgman as a rounder, paler Bill Gates, is a well-meaning geek with all kinds of operating problems. For Apple, the campaign managed the neat trick of making the brand look laid back and cool while it mercilessly skewered its rival.”

Sperling’s Academy association goes even beyond his MFA degree: He also taught graduate-level Advertising courses from 1995 to 2000. From all us at the Academy of Art University to Jason Sperling and colleagues: Congratulations!

Jason Sperling was profiled in the Spring 2009 issue of the Academy alumni publication A JOURNAL; get it here.

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