What about those 'I'm a PC' ads, anyway? We've been oddly silent on Microsoft's new "I'm a PC" ads by Crispin Porter + Bogusky. Probably this is because they're good, and saying Microsoft ads are good is like asking for a smackdown with a folding chair. The three spots are a long-overdue rallying cry for Microsoft fans. I've whined before about how Microsoft is sadly unable to connect with its followers. These spots stand up for PC users against the slings and arrows of a monkey-faced Justin Long. Granted, they're two years late, and I still don't get how the Jerry Seinfeld ads functioned as a "first phase" of the campaign. But these are small gripes now that MS has finally woken up and realized it needs to build some community pride around its brand. Adland thinks it's a mistake for a software company like Microsoft to take direct aim at a software and hardware company like Apple. But people don't really distinguish. When their Dell motherboard melts down, they say they hate Microsoft. (The very term "PC" no longer means "personal computer" but "device running Windows.") And Apple keeps ranking on Vista, so why not respond, particularly if you focus not on Apple bashing but on PC cheerleading? I agree with Adrants, which says the ads are charming compared to Apple's "If you're not with us, you're against us" attitude. PC fanatics who've been silently loathing the Apple message for the past two years may soon be able to rise up, in their suits or their glasses or maybe even their headbands, and shout, "I'm a PC! And Bill Gates is my wobbly-assed homeboy!" —Posted by Rebecca Cullers

October 6, 2008 in Apple, Crispin Porter, Cullers, Microsoft, Technology | Permalink

Comments

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I feel lost in this world.

I'm a biplatformexual and I get no love whatsoever.

Posted by: Rebecca B. | Oct 6, 2008 11:18:18 AM

I agree that Microsoft has been too complacent, but these ads seem reactionary, and lend credence to Apple's attacks. ("oh crap, the Apple ads are working - someone do something!!!)

Microsoft might have been better off actually trying to defend Windows instead of the entire PC market. Or they could have made Vista less confusing and perhaps a GOOD product, instead of crap.

One more point...
Apple's ads have actors personifying the machines - NOT the users. Apple isn't saying, YOU are a computer, but you have a cool friend named Mac that's there to help you.
Microsoft's ads seem to be saying that you are a computer - YOU are a PC.

Posted by: ChrisM70 | Oct 6, 2008 11:47:02 AM

It's not that the ad execution is bad. The spots are actually quite likeable. But with the enormous market share that Microsoft owns, you'd think they'd be in a position to play offense. Instead, coming out against the onslaught of the "I'm a Mac" ads says loud and clear that: 1) Mac has the upper hand (in positioning not market share), and 2) MS feels compelled to play defense.

Posted by: MickeyDee | Oct 6, 2008 1:37:41 PM

@Chris

Apple attacked PC more than just Vista, therefore Microsoft should defend PC.

Posted by: Steve | Oct 6, 2008 2:48:38 PM

And I'm PC!!!! ^_^

Posted by: Deadman | Oct 6, 2008 9:16:36 PM

And I'm a PC!

Posted by: Tim | Oct 6, 2008 9:19:50 PM

Here's a reality check:

http://www.theinquirer.net/gb/inquirer/news/2008/10/06/ballmer-ducks-vista-capable

Posted by: I'm a Mac Personal Computer | Oct 7, 2008 10:35:57 AM

Apple = computers.

Microsoft = software.

Apple wins.

Posted by: | Oct 7, 2008 11:50:59 AM

Eleftheria Parpis at Adweek quotes David Webster, general manager of brand and marketing strategy at Microsoft, as saying the new phase of the Windows campaign is about taking back the PC brand and telling the truth around what a universe of nearly a billion users love about the product every day. “While it does build on the caricature that Apple created around the PC, this dumpy guy who does not do anything interesting, after that initial point, it’s really not about them, it’s about us and our users.”

http://theinspirationroom.com/daily/2008/microsoft-windows-not-walls-not-seinfeld/

.

Posted by: Tim Smith | Oct 7, 2008 4:49:15 PM

what microsoft needed to do was get some friggin x-box people and make some cool looking microsoft computers in small volume with spaceship technology like the friggin x box.

Posted by: narcozombie | Oct 13, 2008 11:57:53 PM

ChrisM70 is right on. That was exactly my problem with the ads - they seem to have missed the point of the Apple ads entirely, which is that "Mac" and "PC" are anthropomorphized versions of the OS/computer itself. The agency seems to be striking back at a non-existent attack on the user.

Posted by: Blackwell | Oct 18, 2008 3:55:04 PM

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