Microsoft fights back against Apple's PC stereotype

by Staff, Brand Republic 19-Sep-08, 09:10

NEW YORK - Microsoft has hit back at Apple's geeky stereotype of a PC user in its 'Mac vs PC' campaign with an ad featuring a whole host of PC users including Microsoft staff, Bill Gates, and celebrity couple Eva Longoria Parker and Tony Parker.

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The 60 second spot, created by Crispin Porter + Bogusky, launched in the US yesterday and marks the abrupt end to the Jerry Seinfeld and Bill Gates ads, which were widely panned by bloggers.

Microsoft insists the ads weren't pulled because of the criticism and that this was its plan from the beginning.

In the new ad it attempts to highjack the Apple ads, which involve "I'm a PC ..." and "I'm a Mac" dialogue between a geeky suited guy and a chilled out Apple user.

Microsoft's take begins with a PC user who looks very similar to actor John Hodgman who played the geeky PC user in the Apple ads in the US. He kicks of the ad by saying: "Hello. I'm a PC and I've been made into a stereotype".

The viewer is then introduced to PC users around the world including members of the public in a variety of jobs and celebrities such as 'Desperate Housewives' actress Eva Longoria, author Deepak Chopra and musician Pharell Williams who all say proudly "I'm a PC".

Bill Gates also features in the ad declaring: "I'm a PC and I wear glasses."

The spot ends with Microsoft's new tagline: "Windows. Life without walls."

The campaign also includes a website where visitors can upload videos and pictures of their stories which will be showcased on the site and used in future outdoor and banner ads.

Comments

Amod Munga - 19/09/2008

Pharell Williams uses PC? That's interesting. Most studios I know run on Mac Machines. And most of them run ProTools.

Stuart Walsh - 19/09/2008

I think it does an even better job than the Apple ads of positioning the PC User as a pathetic, insecure individual. It's like the MD who wears funky socks in a desperate attempt to appear cool. Methinks he doth protest too much.

chris lapworth - 19/09/2008

Its all good and well until you click on the campaign site, click on the video and get the ugly windows media player bar - with 'buffering - buffering' - then a pop-up asks you to install a media player add on to view it! The principle is there but the delivery is typically not up to standard.

Ricky Harewood - 19/09/2008

hmmm... not tooo impressed...

Johnny Watters - 19/09/2008

Well, I kinda liked it. People are quick to jump on the Microsoft-bashing bandwagon, but it's not a bad ad, and it's a clever fightback - not quite a balled-fist knockout punch such as George McFly's sterling effort against Biff Tannen in 1985's time-travelling adventure movie, Back the the Future, starring Michael J Fox and Christopher Lloyd - but I watched it, and I'm working on a PC now, and I guess that makes me a PC too.

ed boost - 19/09/2008

JW - I agree Shame it didn't come out sooner.

Nathan Strawn - 20/09/2008

If you think about...Apple says PC users are geeks and clumsy etc. Windows is saying....what!? all of us are geeks and nerdy...all 1 billion of us... Its kinda like High School when everyone wants to be with the 'cool' kids \(Apple) or follow their trends and all the other kids are looked down on. Now all those other kids have found their voice and saying...most of us actually have our own thing and we don't really want to follow you. We can be cool without trying...

joe woollen - 22/09/2008

It's better, but reacting to comments made by apple just arouses my interest in the original Apple ads and makes me think MS are have cause for concern. I think they need to be more focused on themselves .... surely they could have had Pharell or Eva doing something better than say "I'm a PC"? If they wanted to react - they should have done their own take on I'm a mac and I'm a PC!

Belinda Parmar - 22/09/2008

Yes I do agree. Its highlighting the fact that Microsoft are insulted and 'bovered' by the Apple ads. I think they would have had a far more powerful strategy if they had looked at articualting their own brand narrative rather than addressing what others think of them.

Dan Leahul - 22/09/2008

This article from Computer World claims that parts of this ad were indeed made with a Mac... http://computerworld.com/action/article.do?command=viewArticleBasic&articleId=9115120&intsrc=hm_list

charlie robertson - 22/09/2008

Weak in insight, dull in execution and as dreary as the campaign it aims to undermine.

Steve Fairbrother - 23/09/2008

Never liked the Apple ads, implying the person you are trying to sell to is a geek who's life could be turned around due to a lump of plastic seems a bit insulting. Didn't mind the Microsoft ad, a good comeback that's just come too late!