I really like the "I'm a Mac/I'm a PC" ads, but it seems that the Mac guy (Justin Long) comes across as smug for too many people:

Apple's "I'm a Mac" campaign is almost perfect: It's funny, memorable, and efficiently lays out the advantages of Macs over PCs. Its only defect: Virtually everyone who watches it comes away liking the "PC guy" while wanting to push the "Mac guy" under a bus.

I can see that, but it never hit me that way. However - if it's not working, it's not working.

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