The "Mac vs. PC" campaign just keeps on going. You can hardly watch prime time TV without coming across one of these ads, the most recent of which features a guest appearance by Patrick Warburton as a top-of-the-line PC. Launched in 2006 and charming to a fault, the spots all come together to discuss the finer points of Macs while poking fun at PC’s. Pretty fun when they first aired, but the time to pull the plug may be upon us.

The original premise was brilliant: attack ads painted with softer brushstrokes. (You can practically hear “Why Can’t We Be Friends” playing in the background.) It doesn’t hurt that Mac is played to perfection by Justin Long – an actor too clean cut to be full-on slacker, too down-to-earth to be a true leading man.

Let’s face it, though – the reason we keep watching is because of PC. Portrayed by Bill Gates body-double John Hodgman, PC is the nerdish counterpart who tries too hard. But you know what? As the campaign has gone on, he’s become the more dynamic character. He’s different each time. He kind of grows on you.

Admit it, one day you want Wile E. Coyote to catch Roadrunner. Even though it’s the same cartoon over and over again, you watch to see what kind of Acme jetpack or catapult he’s going to put together next. Similarly, as Seinfeld seasons began to add up, social misfits Kramer and George Costanza ate up more screen than leading man Jerry Seinfeld.

While creating secondary characters may be great for the longevity of your TV show, it doesn’t always work for commercials – especially when that popular co-star is the embodiment of your direct competitor.

You can’t help but be intrigued by PC. You can relate to PC, maybe even sympathize with PC. That’s the trouble with humanizing products – you start to draw emotions, some of which may spill unintentionally over to your competitor. And when that competitor starts to take over the spotlight in your own ads, it’s time to pull back.

(Of course, Microsoft didn’t necessarily do itself any favors, though, bullying back with its price point campaign calling out Macs. Not necessarily hitting below the belt, but definitely aiming for the wallet.)

Everyone knows how fast, easy and all-out awesome you are, Apple. But it’s time to prove it in a new way. It’s been a few years now. Let Long go back to starring in fun but harmless teen romps and romantic comedies and Hodgman go back to, well, whatever else it is that he does these days.

Put on a fresh pot of coffee, book the conference room and start concepting, TBWA. We look forward to what’s next.

- Corey, Assistant Director of Copywriting