, art directorKevin Tenglin
, writersChuck Monn
, associate creative directorJason Sperling
, creative directorEric Grunbaum
, executive creative directorsLee Clow
, chief creative officerPeter Donahue
, director of photographyLucas Eskin
, editorial companyPhil Morrison
, directorChrissy Gilmartin
, agency producersEpoch Films
, production companyTBWA\Media Arts Lab
, ad agencyApple Inc.
Time Traveler :30 (Open on Mac and PC) Mac: Hello, I'm a Mac. PC: And I'm a PC and I'm headed to the future. Mac: What, the future, really? PC: Yes, Mac. Throughout human history, PCs have had to deal with freezing, crashing, error messages… I need to know if we're ever going to work the way we should. So I'm going to the year 2150! Mac: Wow, that's amazing! Well, good luck! I hope it works… (PC pulls the lever. The numbers atop the box start to scroll ahead. The box disappears with PC. Cut to Mac and PC in the future) Future Mac: Greetings, I'm a Mac. Future PC: And I'm a PC… (Past PC suddenly appears in his time machine box. The display on top says 2150) Past PC: Future PC, have they figured out how to fix our issues? Have they figured out how to make us as stable and as hassle-free as a Mac? (PC stands as if frozen) Future Mac: Future PC just froze, so… Past PC: Oh. That answers that question. Title: Mac "Legal Copy" :30 (Open on Mac and PC) Mac: Hello, I'm a Mac. PC: And I'm an incredibly easy-to-use PC… (Several legal lines pop-up on the screen under PC that stipulate how PCs are easy to use when everything is working perfect. PC is slightly peeved) Mac: Whoa. What is that, buddy? PC: Oh, it's a little legal copy. See, saying I'm much more simple and intuitive than you, Mac, requires a little explanation. (copy grows) Mac: Did your legal copy just grow? PC: Yeah, see, usually PCs require a lot of regular maintenance— downloading security patches, virus scans. I can't just go out there and say, "Hey, getting started on a PC is the easiest thing in the world!" (The copy is now halfway up the screen) Mac: Whoa. That's a lot of legal copy. PC: (smiles, laughs, turns to copy) Watch this. PCs are now 100% trouble-free. (The copy explodes scrolling up the page continually) PC/Mac: Whoa! (laughing) Mac: Look at that! PC: (points to screen) That's a lot of legal copy. "Customer Care" :30 (Open on Mac, PC and a Mac Genius) Mac: Hello, I'm a Mac. PC: And I'm a PC. Genius: And I'm a Mac Genius. PC: Ah, the incredibly helpful Mac Geniuses. Must be so great to have a real person you can go to when you need help. Mac: What, is it that's different for you? PC: Well…. (PC on the phone) PC: Customer care representative. (Crossfade. PC still on the phone. He looks a little more disheveled) PC: Yeah hi, PC again. OK, I'll try software then. (Fade again. PC looks even more disheveled) PC: What I'm trying to explain is that they told me to call you. Hello. Representative. What do you mean you just sell computers. Customer Care! (Fade back to present. Mac and the Mac Genius are looking at PC with worried almost disturbed looks on their faces) PC: It's about the same, same actually.