Apple's legal team calls Microsoft over knocking ads

by Jacquie Bowser, Brand Republic 17-Jul-09, 09:20

LONDON - Microsoft has laughed off Apple's request to stop running its 'Laptop Hunter' US ad campaign which suggests the iPod-manufacturer's computers are too expensive.

The TV spots feature shoppers who are on the lookout for a laptop under $1,000. They consider Apple's Macintosh models but dismiss them because they are too expensive.

Kevin Turner, Microsoft's chief operating officer, said that Apple's legal team had called him and asked him to cancel the ads because Apple had lowered the prices on some of its machines.

Turner, speaking at Microsoft's Worldwide Partner Conference in New Orleans this week, said: "Two weeks ago we got a call from the Apple legal department saying, 'Hey, you need to stop running those ads, we lowered our prices'.

"They took like $100 off or something. It was the greatest single phone call that I've ever taken in business.

"I did cartwheels down the hallway. At first I said: 'Is this a joke? Who are you?'

"We're just going to keep running them and running them and running them."

Microsoft's latest ads follow its 'I'm a PC' ads, launched last year, which were created in response to Apple's 'Mac vs PC' ads, which feature a geeky PC guy unable to keep up with the "hip Mac user".

Prior to its 'I'm a PC' ads, the software giant launched a $300m ad campaign, featuring comedian Jerry Seinfeld and Microsoft's chairman Bill Gates. The ads received a critical mauling across the blogosphere.

Comments

Julian Wakeley - 17/07/2009

Tell you what, Microsoft, open an 'Microsoft store' across the street from an Apple store and we'll see whose products are garnering interest, and being bought. Thought so. By the way, how's that small MP3 player thingy you launched doing? Sorry, I can't quite rememebr it's name...

Simon Harris - 17/07/2009

Julian I think you're missing the point somewhat, Apple products are undoubtedly more user friendly just as they are undoubtedly more expensive, hence the focus of the advertising... Given the current economic climate from a consumer perspective the messaging is bang on the money As for your jibe at the Zune it is only available in a few territories the iPod is a global product so not a great comparison.

Julian Wakeley - 17/07/2009

Cost, utility and usability are all issues that need consideration. Creating what is basically one-dimensional \(cost) knocking campaign misses the point, with respect. But to balance the discussion, as Apple used a knocking campaign of their own a year or so ago, so perhaps it is a case of 'what goes around etc...' Thanks for reminding me of the Zune. I rest my case 'it is only available in a few territories' - pourquoi?

Niall Kitching - 17/07/2009

I think Simon works for Microsoft...

Niall Kitching - 17/07/2009

Can you buy a Microsoft PC?

Emilien Anglada - 21/07/2009

I am a recently Mac converted guy, and the only reason why I went for Mac is because they do f***ing good products, despite their shitty advertising. This is finally a good response from Microsoft! Really wasn't convinced at all by the "I am a PC" - They did it right this time. She's geeky \(glasses/red head/very talkative), but quite pretty and lively – it's all focused on price, which is what matters at the moment, and the "I am not cool enough to be a Mac person" line is just bang on –Mac spends millions of $ attacking the millions of people that run the billions of machines with Microsoft's OS. The "I am Mac, I am a PC" campaign made Mac become a bullshit social commodity.