There's no denying the brilliance of Apple's "I'm a Mac ... and I'm a PC" commercials. Ted Haeger does a nice job of explaining how they put the Mac in the best possible light by playing off of our existing perceptions, "framing" the conversation in favorable either-or terms, and by just being funny and clever. Whether you like the product or not, you've got to appreciate its marketing.
Ted goes on to look at attempts to redirect the popularity and momentum of the ads, such as with spoofs inserting a Linux character. As he notes, these probably haven't done a very good job of making Linux look its best.
(Though in all fairness, I think the above was clearly intended just to be funny--not as an attempt to mold Linux's public image.)
Ted's clearly an optimist, though, and has set out to create his own spoofs which do make Linux look good. He describes in great detail how he and others at Novell tried to break the "either-or" framing of Apple's original commercials with a spoof casting Linux as a sexy female (though not too sexy--see his blog for the full reasoning).
The results are interesting, as is Ted's description of the thought process behind them. But I walked away thinking about one detail he didn't address. This was the work of Novell? As in the company which is well on its way to destroying any credibility it may have once had with the Linux community?
I could be wrong, but... Don't they have more immediate concerns than trying to sell Linux to the masses?