If Apple had gone the traditional route of portraying Microsoft as a gigantic monopolistic borg, great at crushing competition through market pressure but capable of developing only mediocre products, the ads would have been boring. More accurate, perhaps, but boring. They’d have been the 30 Seconds Hate, and that’s just so last century. Instead Apple portray the PC as mostly well-meaning, likeable, goofy… but completely ineffectual.
An interesting comparison of John Hodgeman-as-PC to Wile E. Coyote. As Chuck Jones said, “The audience’s sympathy must remain with the Coyote.” And, brushing by the paranoid “Microsoft is greedy” mantra that a lot of free software users seem to espouse, I think this portrayal of Microsoft is very accurate.
(via John Gruber)