The latest Microsoft ad is just a little too PC.
In the latest Microsoft commercial - sans Seinfeld - the biggest software developer in the world takes on its rival, Apple, by showing how global it is. People of different ages, from different countries, working in different industries all state “I’m a PC.” And? Well, that’s essentially it.
I can see how Microsoft is trying to inspire the million of users who are being told that PC users aren’t cool. And some folk might take comfort that not all PC users are nerds and even if they are, they outnumber those creative Mac people. But this ad seems to do little to address the years of faulty software launches and upgrades.
What’s more, this ad might prove to be insightful if people had a choice on what operating system to get with their Gateway or Compaq. But the truth is Microsoft is more or less a monopoly in the PC arena. Folks buying a Dell computer have to be “PC” whether they choose to or not.
Spending millions in advertising to tell the world that you’re number one might be useful if customers have a real choice. But in this case, Microsoft would do better to take this money and create software and customer service that makes saying “I’m a PC” really mean something.
Karl Gromelski is a writer at sgdp who’s not a PC user but a Mac user.
Article Tags: "I'm a PC" | Mac | Microsoft | software
Filed under: Advertising, Campaign Critiques
I found your site on Google and read a few of your other entires. Nice Stuff. I’m looking forward to reading more from you.
I agree completely with this assessment. And as an ad veteran, I’m usually impressed when the Creative Brief can be summed up in one sentence. This seems to be the case here, where apparently the Brief read something like: “Celebrate the ubiquity of mass mediocrity, along with the occasional high-achiever who’s persevered in spite of sub-optimal technology.”
Just out of curiosity, I wonder if the copywriting and art direction for the campaign concept was done with the aid of a PC or a Mac? I’ll bet I can guess.