PC strikes Mac. Clocking its first win in the computer company version of the great cola war ad campaigns, Microsoft finally addressed “I’m a Mac’s” ownership of cool with a spot suggesting that Mac’s cool has crossed the line into elitism (and lets face it, with Mac’s poster boy Justin Long doing Bruce Willis movies and banging Drew Barrymore, his presence suggests status more than subversion). In the spot “Lauren” turns to camera and voices her irritation that she might not be cool enough to be a Mac – that Mac has become the kind of insular institution that charges high admission fees for branding cache alone. Since Mac’s inception of “I’m a Mac” its the first time PC has a hit a retaliatory note of any weight, in this case enough to raise the ire of Apple who has demanded PC cease and desist the advert (a ridiculous case of moxy given apples ceaseless point blank denegration of pc). But slaying a marketing Goliath takes more than a moment, and Mac has already answered the Lauren ads with a Megan spot. Softly named white females being the target market in what will surely be the most entertaining ad battle since Coke and Pepsi did battle. Whose cool and whose the rule? Or…plainly, who’s killin’ it and who’s getting killed?