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Company: Apple
    View Company Scorecard / Contact Company
Brand: Mac
Ad Title: Home Movie
Business Category: Computers/Software/Tech
Media Outlets: Television
Country: United States
Region: North America
Agency: TBWA Worldwide
Year: 2006
Target: Mainstream
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Theme(s)

Dude Looks Like a Lady

Theme Breakdown

AdRespect Score: 
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A suited middle-aged man and a casually-clad younger man introduce themselves against a white backdrop. "I'm a Mac," says the younger one. "And I'm a PC," adds the older man. He continues, "You know I just finished a home movie."

The Mac-user confidently mentions that he just finished his own home movie: "I did it on iMovie. It was really easy."

In response, the PC user brags, "I doubt it's as excellent as mine, but I'd be happy to take a look."

Unfazed, the easygoing Mac user says, "Yeah, that would be great. Roll it." Next, the $150-million-dollar supermodel, Gisele Bündchen, glides into frame and proclaims, "I'm a Mac home vid," to which the Mac user adds, "It looks really professional, right?"

The PC user forfeits the challenge and starts to walk away, but the Mac user insists he stay: "Wait, wait, wait, what about yours? Can we see yours?" Even the Brazilian bombshell chimes in, "Please..."

A hairy-chested average Joe ambles into frame, wearing a blonde wig and a dress. He says, "W'sup? PC home movie." Embarrassed, the PC user claims it's a "work in progress."

The ad earns a Stereotypes rating because it uses a straight man in bad drag as its ultimate punch-line. The ad would be more trans-friendly if it didn't rely on the cliched image of a dude in a wig to make its point.

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Martin , New York, NY
I would disagree with the rating by Commercial Closet. I took this not as a negative play on Transgender issues but about good looks being important and primary in our culture.

Bobby , Miami Beach, FL
I would have been offended if the PC guy had used a drag queen or a a real transgendered person instead of a dude in drag. The masculinity of the guy in a dress doesn't make fun of transgendered people, but of how funny masculine guys look in drag.

Bill , Boston, MA
I'm scratching my head on this one, since it's clear cut that the comparison is between the supermodel and the guy in the dress, who clearly was not attempting to be an convincing drag queen- so no real "gotcha" moment or surprise. The phrase "silk purse out of a sow's ear" comes to mind, and while there are drag queens who could give Gisele a run for her money, it wouldn't have matched the purpose or focus of the ad.

Bottom line, sometimes a burly man in a dress next to a supermodel, is just a burly man in a dress next to a supermodel...

Andrew , San Francisco, CA
The current rating is an overreaction. Many transvestites deliberately make themselves up to be ridiculous; this is just another form of ridiculousness.

Guy , Montreal, Canada
There is nothing gay-related in this ad. The guy in drag just portrays something ugly made with a PC. They could have put a dog in a dress and had the same results.

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