Apple's 'Get A Mac' ad campaign won another major US award taking the Grand Effie at the 39th Annual Effie Awards gala last week.

The awards are widely regarded as the Oscars of the marketing communications industry.

“After much spirited discussion, the jury unanimously awarded Apple the Grand Effie for its portrayal of the Mac/PC rivalry. They managed to do it with humour, class, and honesty without falling into the trap of overtly negative competitive advertising,” said John Butler, co-creative director of Butler Shine Stern and Partners and the 2007 Grand Effie Jury Chair.

Results from the 'Get a Mac' campaign included market share growth of 42 per cent, record sales and cultural influence, the Effie award judges said. The campaign was created by Media Arts Lab/TBWA.