How to do competitive advertising

From my ex-coworkers over at TBWA\Chiat\Day, a new batch of Apple Mac ads. As expected, these ads are awesome. There are several reasons why I love these ads and these reasons are also, in my opinion, the best way to do competitive advertising:

• Simple: Not a single high-tech spec in sight. The experience of using these systems is distilled down to lifestyle choices, which Apple clearly has an advantage
• Humble: They recognize the market leadership and superior business applications for a PC ("You should see this guy with a spreadsheet") but are able to turn that into a negative by disassociating themselves from "work".
  
• Disarming: They take what is probably the most frustrating thing about PCs (restarts and crashes) and make it funny, because we've all been there and you don't need to pound us over the head with the facts.
  
• Simple - Again: They only make one point for each ad, thereby making the ad even more effective in getting the message across.

Anyways, just very nicely done and congrats to Chiat for another well done campaign.