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The Get a Mac advertisements follow a standard template. They open to a plain white background, and a man dressed in casual clothes introduces himself as an Apple Mac computer ("Hello, I'm a Mac."), while a man in a more formal suit-and-tie combination introduces himself as a Microsoft Windows personal computer ("And I'm a PC.").
The $300 million advertising campaign was designed to challenge Apple's Get a Mac campaign, in which a Microsoft Windows PC is personified as an uninteresting office employee overly concerned with work, by showing everyday people to be PC users, thus breaking the perceived stereotype depicted in the Get a Mac commercials.
The original concept was to show the fight for the control of computer technology as a struggle of the few against the many, says TBWA/Chiat/Day's Lee Clow. Apple wanted the Mac to symbolize the idea of empowerment, with the ad showcasing the Mac as a tool for combating conformity and asserting originality.
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A screenshot of Microsoft Photos Legacy running on Windows 10. In Windows 10, Photos originally used a hamburger menu for the photo management interface and to make basic controls visible to users. Unlike most Microsoft apps designed specifically for Windows 10, Photos used round buttons like the ones on Windows 8 for editing.
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The ad showed an unnamed heroine (played by Anya Major) wearing orange shorts, red running shoes, and a white tank top with a Picasso-style picture of Apple's Macintosh computer, running through an Orwellian world to throw a sledgehammer at a TV image of Big Brother — an implied representation of IBM played by David Graham. [4]