I'm a PC, not.
So Microsoft has started part 2 of their attempt to make PCs as cool as Macs. Since their Seinfeld effort went down in flames in two weeks, (and being a huge Seinfeld fan that really hurts), they re-launched with "I'm a PC" ads, trying to go head-to-head with the "I'm a Mac" spots. I applaud their efforts to do something that re-positions them against their counterpart even if they are two years late getting to the party. That should be expected, though, given how long it took them to roll out Vista. A note to marketers here, if you let your competition control your position in the marketplace you don't deserve to be in business. I'm not against PCs. In fact, some of my very best friends are PCs. (Of course, they all own an iPod or iPhone). My real gripe is with Crispin Porter + Bogusky. If you are going to convince us that 92% of the world is made up of PC users then don't create three television spots that have the same people in them. Seriously, Microsoft is a big client and with 6,602,224,175 people in the world you gotta be able to find enough PC users so that you don't have to repeat them in the spots.
6 comments so far
Eric Reid says:
I think they didn't show as many people because they didn't want to have to interview all the people who use a PC to get porn.
Microsoft's greatest hurdle with these spots, IMHO, will be overcoming their own previous attitude: "We're the only game in town, so shut up and eat it." For years they didn't bother trying to "connect" with consumers because they knew they didn't have to. It's one of the advantages of a monopoly.
I think doing this kind of push now only shows their hand, that they know they are vulnerable. I am sure the idea that they must now "win over" consumers is vexing enough to them.
Keep in mind, I'm one of those full-time PC users.
Though I don't know if that will still be true when I need a new computer, and there are no more XP machines. I don't care how personable Bill Gates is in these spots. Long boot times are long boot times.
James Archer says:
I think the main problem with the commercials is that it broke one of the cardinal rules of advertising: #1 never talks about #2.
This "I'm a PC" thing winds up just being an advertisement for Apple. It's a reminder of their ads, and the "me too!" approach doesn't help Microsoft look any cooler.
Chris Sietsema says:
I don't mind the fact that they responded to the Apple ads. It makes the butterfly boys look less creative than Apple, but we knew that already. I think some consumers and advertising folk would actually enjoy the back-and-forth clash of the computer titans, especially since so many people align themselves with one side or the other.
As Roger noted, I think the main problem with this was timing. Where was this ad in '07? It's like Microsoft thought of a decent comeback, screamed "Oh! I should have said that!" and then actually did say that waaaaay to late. Comebacks are only good when they are clever AND quick. This was decent but delayed.
william smith says:
Roger, couldn't agree more on the re-use of the same people ;)
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