Microsoft strikes back: I’m a PC
After the Jerry Seinfeld ads (check the first and second spot if you haven’t), Microsoft strikes back with this campaign, clearly replying to Apple’s “Hello I’m a Mac” series:
Along with the spots shown above, the company created a viral, ‘Life without walls‘, with the premise “Tell us what kind of PC you are and you can hit the big screen in Times Square, appear in online advertising, and join the PC Gallery on the site.”
I think it’s a really effective campaign, and finally something decent coming from this huge company. I even dare to say it matches Apple’s spots. What are your thoughts on this one?
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Posted by The Ad Mad on September 22nd, 2008,
on Creative Advertising.
September 22nd, 2008 at 3:31 pm
Read a review of the PC ads that felt it was a bad move to compete with your number #2 when you are clearly number #1, strategically. I think big corps are genetically unable to stay current with public movement and mood. The DNA is greed based and that will no longer fly. The public’s BS meters are all tuned to it now and we’re not buying as in the past. I think the ads fail and fall short. They hit me in the false o’meter.
September 23rd, 2008 at 4:11 am
Personally, I would disagree with Shelley. Apple is clearly THE brand of the moment, and Microsoft is only number 1 in numbers, not in public perception nor brand equity. In fact, Microsoft has lost an incredible amount of brand power over the last few years, and are quickly losing ground, especially with new adopters (young and old people who are just buying their first computer), and a lot of casual consumers are already switching to Mac.
This campaign manages to hit the spot that the Jerry Seinfeld ads missed – connecting the Microsoft brand with its public consumer base, the area where Apple was making great inroads through their “Hello, I’m a Mac” ads.
Well done Microsoft.
September 23rd, 2008 at 7:29 am
I have to agree with Andrei. Apple has shifted from underdog to leader in terms of image, which probably explains why the Mac vs PC saga starts to look arrogant. On top of that, Crispin Porter found the huge gap in Apple’s communication: personalizing the Mac and the PC was a genius move because everyone now sees PC as uncool, but Crispin Porter discovered that by personalizing the PC as a nerd, Apple also called all PC-users nerd, and was thus insulting 90% of the population. The “I’m a PC”-response therefore hits the sweet spot.
On a sidenote: I think the Jerry Seinfeld ads were more about generating buzz. Everyone started talking about Microsoft before they released the bomb with the “I’m a PC” response.
December 6th, 2008 at 1:30 am
I personally thank a company that do not offend me, but celebrate my preference for a product they’ve not build. I really hate Apple ads. I don’t see nothing clever insulting people (90%, as BuzzingBees says); I’ve started to hate Apple after this ads. Even “Mac people” around me, look really arrogant, insultant and Big-Mouth-Ego, as the guy that plays the (looser) Mac character.
I’m a Marketer, I use a PC (tablet-PC, actually), and I found the MS campaign, more than amazing!
Cheers,