Chiat/Day Apple spots

In my opinion, there are few campaigns which show such a deep understanding of their target audience as well as the new "Apple vs. PC" spots. The typical mac user (or at least targeted user) is usually portrayed as young, fun-loving and someone who isn't looking for a complex computer system. And of course, enjoys the creative freedom in a computer. Chiat/Day mentions exactly these features in this campaign. First of all, the actual layout of these commercials have a stylish, modern and young look to them: similar to the typical 'mac user'. Secondly, the 'mac guy' has a confident, yet friendly look to him (exactly what consumers seek in a mac computer). And finally, these ads compare specific features between Macs and PCs, but most importantly, in a light-hearted manner. To me, this is the most critical component of why this is seen as a successful campaign. It is so easy to abuse the competitor and even make false remarks, yet Apple and Chiat/Day take the higher road. If only more advertising followed the lead...