Well, perhaps not so much a marketing fail as a missed opportunity. My point was that when making promotion material, it's an opportunity to use the software (Linux kernel) you are promoting, or the environment built up around this software (Linux distributions).
If I were to create a video promoting popcorn.js, I'd take the opportunity to make visible use of popcorn.js, or at least HTML5 instead of a Flash video. If I were to create a blog promoting WordPress, it would make sense to use WordPress for the website, not Typo or Drupal.
But considering Linux and Mac are usually classed as competitors, I'd still call it a marketing fail.