Get a mac.

Apple has done an incredible job at implementing new advertisements.  One of the most memorable Apple campaigns is probably the "Get a Mac" campaign, which introduces the public to the new Apple computer.  Just as Pepsi used advertising in order to create rivalry with Coke, the introduction of the Apple computer created a rivalry with PC.

Apple used the personality of a young, hip male to represent its product, and an old, grey-suited male to represent the PC.  The visuals alone in these ads create a new, cool, and nonconformist image of the new computer.  The cosmetic elements of the Mac also differentiate it immensely from any other computer.

The advertisements present the Mac as a new, fast, reliable, convenient computer that defies the capabilities of a PC.  After viewing these advertisements, even if we don't long for the new Apple computer, we are likely to abandon the thought that a Mac is actually just another brand of PC.

The Apple advertisements do an incredible job at creating an opposition between the Apple brand and all other brands of computers--not just one specific brand.  This is what makes the Mac so unique.  The ads create the illusion that the Mac is so much better than any brand of PX that it refuses to even call itself a PC.  The only issue (at the beginning of the campaign at least) was that these ads were targeted mainly to young people who were more likely to do artistic things on computers.  Older (or less artistic) professionals were not targeted at first.

However, this audience is targeted later in the "Self-Pity" ad, where the male who represents the Mac is seen wearing a suit and tie while describing the "work stuff" that he performs.

What are your favorite Apple ads?