Apple - "NOT" by ANDY Awards 2008
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| Title | NOT |
| Agency | TBWA\Media Arts Lab |
| Campaign | PC vs Mac (US) - Apple |
| Advertiser | Apple |
| Brand | Apple |
| Posted | January 2008 |
| Product | Mac |
| Business Sector | Computers, PDAs & Calculators |
| Media Type | Digital |
| Length | |
| Market | United States |
| AI Description | The commercial is set in a digital representation of a newspaper's website. The graphical frames show the New York Times homepage with a bold quote: "Leopard is better and faster than Vista." Two characters, representing Mac and PC, engage in a conversation. The PC character is on a ladder attempting to change the newspaper headline with corrective text. As the dialogue unfolds, Mac points out that the quote is indeed accurate, referencing superior performance claims of Macintosh's Leopard OS over Windows Vista. The ad uses humor as the PC character humorously denies the quote's accuracy. The ad ends with a call to "Upgrade to Mac," directly targeting potential Apple users and emphasizing ease of use and superior performance in comparison to competitors. |
| Production Company | Epoch Films |
| Editing Company | Mad River Post |
| Chief Creative Officer | Lee Clow |
| Executive Creative Director | Duncan Milner |
| Executive Creative Director | Eric Grunbaum |
| Art Director | Chuck Monn |
| Copywriter | Jason Sperling |
| Copywriter | Alicia Dotter |
| Associate Creative Director | Chuck Monn |
| Associate Creative Director | Jason Sperling |
| Agency Producer | Cheryl Childers |
| Agency Producer | Hank Zakroff |
| Agency Producer | Perrin Rausch |
| Director | Phil Morrison |
| Post Production | Company 3 |
| Editor | Valerie Thrasher |
| Director of Photography (DOP) | Peter Donahue |
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