PC vs Apple: Commercials

In this blog I'm going to discuss the effectiveness of 2 new Microsoft commercials that were made in response to the Apple commercials, where Apple attacks PC for it's image and all it's vulnerabilities (click here to watch the Apple ads).

The 2 Microsoft commercials that I will be discussing are:

1. 'I'm a PC - not alone' (I caught that one tonight on MTV)
2. A new series of commercials with Jerry Seinfeld (which I haven't seen on TV but I was able to find on YouTube).

I saw the 'I'm a PC - not alone' commercial tonight.  It features very different people from all walks of life proclaiming they are PC users and what their passions are, there's a environmentalist, clothing designer, the singer Pharrell, Bill Gates, etc. (click here to watch the Microsoft 'I am not alone' commercial)

Except for a handful of few people in the commercial, I felt that everyone else in the video kind of looked like the nerdy, stuffy guy they have in the Apple commercial, almost validating Apple's commercials.  More importantly, I didn't feel there was a tie in between their passions and being a PC user.  Other than people from all walks of life use PCs and you're not alone, it doesn't say anything about how the PC helps them do whatever it is they're passionate about. "I'm a PC and I wear glasses / I have a beard / I make number 2 into energy"?? Seriously? Tell me you did not just try and make those your selling points... Apple is making theirs about a coolness factor and you're talking about poo, facial hair and bad eye sight?

The next commercial I looked up was the Jerry Seinfeld series.  I had heard about a month ago that Microsoft had signed a deal with Jerry Seinfeld to put together a series of commercials to respond to the Apple commercials. (click here to watch one of the Microsoft Jerry Seinfeld commercials)

I watched this and wasn't sure what this was about at all. They threw up a 'Perpetually Connecting' tagline at the end and it spoke briefly about why they were hanging out with a family but I don't get it.  Are they doing this to connect with the people?  Are you saying all this time you've been disconnected and didn't understand your consumer and you're trying to get to know them now? I just didn't feel it was powerful or compelling.

UPDATE: TV Guide reports that Microsoft has dumped the 'Seinfeld' ads.

My favorite Microsoft commercial of all time, and still is, is the 'We see' commercials. (click here to watch Microsoft's 'We see' commercial) It is moving, inspiring, leaves you with a sense of pride that you use Microsoft products.  This commercial came out when I was still working at Microsoft in 2004 and the sales guy I used to sit across from told me how he got a standing ovation after he showed this video.

Microsoft needs to make ads like this.

I'm a PC and I love technology and marketing.  I don't get Mac operating systems.  But I have to say, the message in the Apple commercials are clear, concise, funny, clean, and the style is identified instantly.  The new Microsoft commercials leaves you wondering 'what is the point of all this stuff you're showing me?' and they're not instantly recognizable (at least not yet).

I'm a fan of Microsoft products, I personally like XP and Vista, but I didn't feel their new commercials are a strong enough response in battling with the recent Apple ads.

Comments

[Tiago Kunzendorff]

I agree with you. They just aren't making the connections they trying so hard (and expensively) to make. One thing they are succeeding at however is perpetuating the notion that Microsoft just doesn't "get it", but I don't think this is the irony they were going for.

This comic illustrates the consensus pretty well:
http://www.penny-arcade.com/comic/2008/9/15/

[Sherry G]

I completely disagree with your view on the I'm a PC commercial. I believe Microsoft is in better position compare to what Apple has done. Although the models look nerdy and stuffy, but the whole point is that's the way we(Microsoft)look and we're proud of being what we are...love it!

[John Davis]

I completely agree. I just don't get it. Except from this point of view - everything about Microsoft reeks of "committee." There are too many people's ideas in their products and this shows in their advertising.

Well, I guess it'll take them a while. They've never had to advertise before, so there are bound to be a few misses here and there.

Good luck, Microsoft. Now it's your turn to be "beleaguered!"

John Davis

[Paul Greatbatch]

This one says it all:

http://sethgodin.typepad.com/seths_blog/2008/09/what-advertisin.html