In the UK, the Mac versus PC debate was non-existent. The British knew the Mac brand, but generally weren’t aware of all the reasons for getting a Mac over a PC. We needed to inform and enliven this conversation… the circumstances were perfect for introducing the Mac versus PC campaign. But we faced a major obstacle. Comparative advertising is forbidden from TV by Britain's BACC. Without TV how could this campaign work? The solution came out of an insight about our audience: people in the UK spend more time online and are more receptive to online advertising. So we decided to make the internet the centerpiece of the campaign, casting the UK comedy duo MItchell and Webb as PC and Mac.

For the UK Mac versus PC campaign, the online medium let us to talk to people in front of their computers where they were most receptive to messages about our product. To further break through this environment, we developed contextually relevant ads that played off the surrounding editorial content, the physical space of the page, and even the time of day. And to invite people to the internet - we took Mac and PC into a range of other media – outdoor, newspaper, and even cinema, constantly reminding the audience of all the reasons for getting a Mac throughout their day.