Microsoft’s new ads begin with company employee Sean Siller — who looks a whole lot like John Hodgman, the actor who plays the PC in Apple’s ads — saying “I’m a PC and I’ve been made into a stereotype”, directly targeting Apple. It’s an interesting strategy attacking directly Apple’s implication that Mac is cool and PC’s are boring…
The ad shows a variety of people representing PC’s, which is part of the new image Microsoft is pushing for: Windows is everywhere, every person, every medium, every device, using a few new tags lines like “Windows without Walls” and “Windows: Life without walls”.
windows: life without walls. Another facet of the campaign tries to play up the notion that Windows works across multiple devices, from desktop PC, to laptop, to phone.
The print portion of Microsoft's new ad campaign characterizes the Mac vs. PC debate as an epic struggle between "Windows vs. Walls"
September 19th, 2008 at 4:36 pm
Wait, wouldn’t this be admitting that Apple is damaging their brand image only? It says nothing about what great things Microsoft’s has to offer at all. The biggest problem with this ad is that they followed what bloggers were saying which was “Microsoft needs to get back their image”. So they attack it…nice, but won’t help much. What they need to do is start improving their products and focus. Don’t worry about ads, Apple doesn’t need ads when they have their hardcore evangelists who love their products. That’s the big difference that an ad will never replace.
September 20th, 2008 at 4:26 am
I did find it quite funny that several of the “I’m a PC” ad pictures that are on the Microsoft website were actually created on a Mac: http://www.macrumors.com/2008/09/19/im-a-pc-ad-images-made-on-a-mac/
September 20th, 2008 at 7:29 am
Not trying to go about it here but its getting even more ironic… the marketing firm Microsoft used states the following in their job listings:
“Did you dream of harnessing telekinetic power as a child? Did you stare at your Transformers lunchbox for hours on end in a desperate attempt to invoke even the slightest fit of movement? Did you wise up, get a Mac and a lifetime subscription to Adobe, and send your lunchbox on an exploratory mission to the Martian poles or the strip club down the street? If so, do you think you could send us your portfolio?”
I have Alanis Morissette - Ironic playing through my head right now.
September 22nd, 2008 at 9:05 am
I think it’s a good step forward for Microsoft. It was either this or their previously paralyzed state of ad stagnation. I’m all for more competition, so long as the benefits are technology based and user focused.
September 24th, 2008 at 11:30 pm
It’s definitely interesting, as Microsoft admits that they’re worrying about Apple’s ads affecting their market share. So is the ad a cry out, or is it fighting fire with fire? At first I thought it wasn’t nearly as good as the Mac ads and maybe not the ideal move, but you know, I actually like the ads. Not only they’re pledging Microsoft’s product versatility and flexibility, but they’re also calling Mac die hard fans close minded…
The latest official numbers from August 2008 show Mac with a penetration of 4.9%, compared to XP at 73.9%, and Vista at 12.5%…. so you would think Microsoft doesn’t have to give Apple so much attention, their monopoly is safe, but they obviously know something numbers don’t show…