Since the winter, we have all been wondering what Crispin Porter could do for Microsoft. It's an 800 pound gorilla with more than a few warts and at the best of times can be quite a handful.
For years they have been taking it on the chin from Apple whose snappy ads have been helping them steal market share. The goal this time around, at least for Microsoft, was to open up a conversation with consumers and educate them about Vista. But you must be careful what you wish for as the big secret is out and it less than glowing.
To be honest, it would have been nice to have a little more. Yes, their ads are funny (and must have cost a fortune at almost 5 minutes in length) but they lack a certain punch that Apple always delivers on. They play it safe with the mainstream variety of humour that you almost forget is supposed to be funny. And they don't mention the product very often and take time to highlight the fact that they aren't in touch with consumers; which in hindsight should be the other way around.
Their newest round of commercials feel like a completely separate campaign from the last one. Bill and Seinfeld were around for such a short period of time, they didn't even make an impact and they were already cut.
So far this campaign has been a bit of a moving target as it keeps changing every other week. But one could argue that their strategy hasn't changed. How would you describe it?
UPDATE: After re-watching the latest round of ads released today, I feel like the Mac vs PC stuff comes off a bit elitist. Thoughts?
I think "I'm a PC" is brilliant.
For the first time, it puts a human face(race?) to the platform/brand that is radiacally different from Apple's non-hip bloatware man depiction.
It succeeds in making me feel that Apple is the elitist one here - not Microsoft.
Personally I would have book-ended the bloatware man - just to drive home the point a little harder.
Miro
Posted by: miro | September 20, 2008 at 09:25 PM
I too loved the I'm a PC ad although I think it makes Apple look like it lacks substance rather than elitist. It's very clever repositioning of Apple and really plays on anti Apple people's 'problem' with the brand.
Posted by: Carl | September 22, 2008 at 11:58 PM
The "I am a PC" was a great way for Microsoft to enter the conversation started by Apple.
It will be interesting to see if Apple counters this ad (adding to the conversation), or just completely ignores it and continues on with their elitist Mac vs PC spots.
Although... I haven't seen a new Apple commercial in a while...
Posted by: Adrian Chang | October 16, 2008 at 01:50 PM