The high concept of Apple’s long-running “Get a Mac” TV campaign is that the characters portrayed by John Hodgman and Justin Long are personified computers. It’s right there in the opening lines of every ad in the series: “Hello, I’m a Mac.” “And I’m a PC.” Hodgman is not “Windows”; Long is not Mac OS X. They are not representative or average PC/Mac users. They are computers.
They’re not dressed as computers, they’re dressed as people. It’s postmodernism taken to a very silly and profoundly unserious commercial end.