How to Break Rules

Two fairly well accepted "rules" of advertising say that you should not mention the competitor by name, and that you should avoid analogies and metaphors. When you mention the competitor, people often remember their name instead of yours. When you use metaphors, people get confused.

In Apple's new TV ads, the company flaunts both conventions with great success. The ads feature two actors that symbolize Apple and Microsoft. The ads caught my attention immediately by tickling my funny bone--the nerdy Microsoft character looks like Bill Gates, and the hip guy from Apple looks like a young Steve Jobs. Funny.

The symbolism works because the point of each ad is simple. Apple is seamless. Apple is easier to use. Apple is less vulnerable to viruses. The dialog makes the point clearly enough, and the absence of background clutter on the screen keeps your attention focused.

Naming the competition works because everybody knows Microsoft is the competition, and the ads make it absolutely obvious that Microsoft is inferior. Furthermore, when you're #2 (and in this case a rather distant #2), you don't have much to lose by naming the competition anyway.

Are Apple's claims true? Some users report major headaches with the Vista upgrade and others say it's wonderful. Conventional wisdom says Apple is bulletproof, but some contend hackers don't bother to attack Apple because so few use it.

What is not so disputable is that Apple's ads capture your attention, make their point, and stick in your memory. If Apple's claims are true, the ads are brilliant advertising. If not, they're a brilliant shell game.

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