Date: Sept. 9, 2008

Apple had the masses enthralled after unveiling the “world’s thinnest notebook” with the MacBook Air. Dell responded by parodying the “fits in an envelope” advertisement and introducing its smaller, yet thicker Latitude E4200 laptop—throwing subliminal darts at Apple with its “More Substance, Less Air” slogan. The commercial did little to boost laptop sales and portrayed Dell as a bunch of swagger jackers.