When those ads first started, I remember some speculating that the ads backfire because people end up liking John Hodgeman's lovable PC guy more than Justin Long's condescending Mac guy. But it doesn't matter because that's not how advertising work. Even if you love the PC guy more, he's still in a Mac ad and it's always a Mac product that they're talking about. The exposure ends up being to a Mac, and it's clear that these ads get results.

