Written on 13-Sep-2008 by russell.volckmann
I'm sure you have all seen most of the "Mac vs. PC" ads like the first video below. Simple, but effective at humor because it communicates a basic truth about the now legendary differences between Mac & PC (mainly Windows-based PC shortcomings), and likewise it has been also very effective as an ad for Apple.
Well, you may also have noticed that Microsoft has recently struck back at Apple by giving a $300 million consumer advertising account to Crispin Porter & Bogusky. Goodness... give me & my people half of that and let us do something terrific.
Anyway, the second video is the long version of Crispin's second spot for Microsoft. Funny, in a very dry slice-of-someone's-daily-routine sort of way. But what does it communicate? And how long does it take to feel anything or connect with Microsoft? Is there something subliminally brilliant we are missing? What is accomplished with Bill Gates himself in the ads as sort of a boring, no-life, no-feeling, rather pathetic character? Is Crispin attempting to extract sympathy or empathy from the audience? Are we supposed to feel sorry for Microsoft? Are we supposed to welcome Windows-based PCs into our homes?
How effective is the Microsoft ad?
What connection is made between the audience and the Microsoft brand?
What do you think?