Along comes Apple. Using cultural categories to construct its own Culturematic, Steve Jobs and the agency say, “Perfect! We’ll play the avant-garde. PC can be mainstream.” And so was born the “Mac vs. PC” campaign, starting in 2006 and crafted by the agency TBWA Media Arts Lab. “Mac vs. PC” showed Apple (as played by Justin Long) to be hip, gentle, and patient, and Microsoft (as played by John Hodgman) to be small-minded, smug, and annoying. It was a huge success.