Microsoft has once again shifted gears and is now trying to paint generic Windows PC’s as an affordable alternative to Macs in this down-turned economy.
Before I dissect the new ad, lets take a look at Microsoft’s recent ad campaigns.
First, Microsoft tried to play everyone as stupid with the Mojave Experiment ad campaign, where they sat down random subjects and showed them an early version of “Windows Mojave” Microsoft’s “next version of Windows.”
Of course the test subjects they bothered to show us were the awestruck ones. Then the Microsoft spokesperson proceeded to tell them they were witnessing the awesomeness of Windows Vista. Then the subjects proceeded to go all bug-eyed on us.
What that ad campaign didn’t do, is allow those same people to use Vista with their own hardware, software and peripherals. I suspect they wouldn’t have been as awestruck.
Next, Microsoft tired to paint a humorous, humble or even “cool” image with a $300 Million ad campaign featuring Bill Gates and Jerry Seinfeld. This campaign was cut short due to poor public reception.
Lastly, Microsoft put out a mishmash of ads going by the tag-line of Windows Vs. Walls and by the “I’m a PC” catchphrase popularized by Apple’s “Get a Mac” ads. These ads tried to take on an “I can do anything you can do, but better” image, by showing adorable children doing mundane tasks on a Vista PC. They did have decency to leave out the part about doing anything but making there own ads, which were produced on a Mac.
All of these ad campaigns have been used within the last 12 months in rapid succession. If one didn’t work they simply switched to another one.
That brings us full circle to their brand new ad. Microsoft found participants on Craigslist and gave them anywhere from $700 to $2,000 to buy a computer fitting certain criteria, and were told they could keep the computer they picked.
So the ad starts out with a lovely young lady (who is actually an actress, but we’re not supposed to know that) walking into an Apple store to then promptly walking right back out empty-handed. They then film her saying “I’m just not cool enough to be a Mac person.” The only notebook Apple had that fit her price range was a 13-inch MacBook. Darn it, she said she wanted a 17-inch notebook, so she’s going to get one, consequences be damned.
Granted the “I’m just not cool enough to be a Mac person.” line is supposed to be biting sarcasm, but I don’t think Microsoft realizes yet that they promote the Mac more than Apple does.
She then high-tails it over to Best Buy finds a shiny new HP. Microsoft hands her the money and everyone walks away with what they wanted. She has a new laptop, and Microsoft has a new ad.
Remember those consequences I mentioned? Here comes! The machine she bought did have a 17-inch screen but at the resolution of Apple’s 15-inch MacBook Pro not the full resolution of Apple’s 17-inch MacBook Pro. To put it plainly, the screen isn’t as high resolution as it could/should be.
Well, that can be easily over looked, but what about it’s other short commings compared to the 13-inch MacBook she could have bought? It’s missing wireless 802.11n, fast Gigabit Ethernet, digital audio inputs and outputs, and it weighs nearly 8 pounds. But that doesn’t matter, she got her 17-inch screen. Right?
Simply put, the new ad is a half-baked attempt by a company, that is losing market share, to change it’s public image.
With my hazing I just dealt to Microsoft, I am not criticizing the thousands of brilliant people that work there. I’m criticizing the higher management there. They simply have no taste, and are willing to play the public as too stupid or unconcerned, as to put out such garbage as the new ad, in an attempt to change it’s decaying public image, and bolster falling market share.
What makes this whole thing funny is Macs actually have a lower cost of ownership than PC’s do over the life of the hardware.
This proves to me they just don’t get what they are trying to sell, and who they are trying to sell it to. To quote Daniel Eran Dilger of Roughly Drafted. “Microsoft is a marketing company, not a tech company”
What do you think of Microsoft’s Ad? Please let us know what you think, leave a comment!
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TAGS: ad, microsoft
