Microsoft's new marketing campaign seems to be stuck in a time warp of Apple's making
Reactions to the new Microsoft TV ads -- the first of which aired Monday night (video below the fold) and featured a young woman who is persuaded to accept a free state-of-the-art Windows 7 PC by a salesman who secretly built a computer store in her home -- run, like water faucets, either hot or cold.
Half seem to agree with Pascal-Emmanuel Gobry, who wrote in Business Insider that "They're the perfect counterpoint to Apple's somewhat snooty and elitist ads."
The other half are more like "Aden," the commentator on GeekWire who rudely invited Microsoft to build a shop in his posterior.
What strikes me as interesting is that the stated targets of the campaign are not the people lining up to buy iPads, but Microsoft's own customers, whose image of what a Windows machine is was formed by Apple's (AAPL) "Get a Mac" campaign: buggy, nerdy and riddled with malware. (See Mac vs. PC: Inside the ad wars.)
Here's how Microsoft (MSFT) describes their new campaign:
Every Wednesday, Lee Clow, creative director of Apple's ad agency TBWA/Chiat/Day, flies from Los Angeles to Cupertino to meet with Steve Jobs, a weekly get-together that's been going on for years.
Meanwhile, in Redmond, Wash., Steve Ballmer barges into the office of Mich Mathews, head of Microsoft's central marketing group, giving her high fives and shouting again and again "I'm a PC!"
Those are two of the scenes Devin Leonard re-creates for MOREPhilip Elmer-DeWitt - Aug 30, 2009 8:01 AM ET
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