Microsoft has aired it’s first commercial in its new “I’m a PC” ad campaign. In attempting to reclaim the “PC Guy” image, Microsoft showcases a wide diversity of people calling themselves PC users.
Microsoft announced that it’s commercials featuring Jerry Seinfeld and Bill Gates were on hold, and that the entire campaign was going to focus on targeting Apple and the Mac directly.
By “taking control of PC guy” and reclaiming his image, Microsoft is attempting to shatter any stereotypes that may have been conjured up due to Apple’s persistent campaigning and marketing strategy. The problem is that these new commercials once again don’t enforce Windows. They attempt to generalize the entire PC market by showcasing different figures and types of people as PC users. The commercial starts out with a John Hodgman lookalike (PC guy from Apple commercials) that says “Hi, I’m a PC, and I’ve been made into a stereotype” — it then launches into an assortment of different, well, stereotypes and even shows a young urban-looking man that says “I’m a blogger for Obama and I’m a PC.”
It’s understood that the entire campaign is to change the way the world, consumers and the industry looks at Microsoft. The end goal (still) isn’t for them to sell copies of Vista, which makes sense given the fact that Windows isn’t mentioned once throughout the entire commercial.
Say what you will about these commercials, but they are a lot more focused than the Seinfeld, Gates debacle.
Update: A few more points that should be made.
1. Jerry Seinfeld always had a Macintosh computer in his apartment throughout the entire length that the Seinfeld TV series was on the air.
2. Seinfeld was in Apple’s “Think Different” campaign (video below) alongside John Lennon, Martin Luther King Jr. and other heroic figures.
3. Crispin Porter + Bogusky is the “creative” company behind Microsoft’s gigantic ad campaign, and they are profiled here on Apple’s Creative Pro website, after an experimental project in which they used macs, and loved them.
11 Comments to “[Update] Video: Microsoft Airs First “I’m A PC” Commercial, Doesn’t Mention Windows”
Say, didn’t Apple run commercials like these 10 years ago?
Does Microsoft do ANYTHING new?
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@Dave: Yes, the ads are unoriginal. And yes, they have copied and continue to copy Apple. However, the initial reaction from these commercials should be a little more positive from the general public.
The average consumer should be able to relate more to an approach like this, rather than the Seinfeld+Gates catastrophe.
I think the fact that the ad agency responsible has been publicly profiled loving Macs, just thickens the plot to a level of ironic brilliance. The fact that Seinfeld always had a Mac on his desk, and was in Apple’s “Think Different” campaign…
WOW
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So, PCs violate the law and deface public property?? Wow, I guess that explains why I switched…
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@Jeff: I thought that was a strange moment as well.
I guess they’re deliberately trying to reach out to the urban graffiti artists.
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Well, well. Microsoft has done it again. In an attempt to set themselves apart from Apple (while playing off an Apple marketing concept), they have put themselves in the limelight. Before you know it, pictures of Eva Longoria toting her crystal emblazoned MacBook Pro through airport security on her way to catch the next trans Atlantic flight will be all over the E! channel…As clearly little attention was given to “research” when compiling these newest ad campaigns…Think Crispin Porter + Bogusky. What were they thinking there?!?!
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Christina, you have to realize they only had a short time to whip this together since the Seinfeld commercial’s were cancelled. Nobody in advertising would start off in direction A and then two weeks later abruptly switch to direction B intentionally. It’s confusing to people (as these ads appear to target everybody).
And if you need your PR department to explain what your ad department is doing, well, it’s never a good thing…
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It’s a pretty rapid turnaround for Microsoft. It doesn’t seem like a streamlined approach, more like they’re scrambling. And the entire fact that Apple seems to find itself outperforming the market, while Microsoft can’t even confidently gain stride in its $300 Million Media Monstrosity… Well, it’s pretty expected “backlash” from consumers for not being innovative, and offering a sub-standard, damn near infuriating user experience.
Microsoft sure made a big deal about this campaign, I’d like to see at least something positive for the company come out of it.
In fact, I’m nearly praying for Windows 7 to be good, simply to see some future competition and innovation from both companies.
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I just can’t help but fall back on the argument that the ads command attention. And if doing so, are they successful?
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I think partially. Yes. they are. If only for the sole reason that they “in fact do” command attention.
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Why don’t they [Crispin Porter + Bogusky & Co] add “Made on MAC” label to their Microsoft ads? :-))))
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HA ! Makes sense.
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