Six months ago I began to notice that Microsoft was finally taking a crack at Apple (after two years) in the “I’m a PC, I’m a Mac” war waging on TV. I did hear some comments from Apple users regarding how “stupid” PC users were, which is to be expected. I suppose it either shows fierce brand loyalty or that Apple owners need to take some time off.
The agencies for which I have worked used both PC and Mac…a testament to the strengths of each platform. I do applaud Apple for putting the smackdown on Microsoft regarding customer service. If you’ve ever had the misfortune of trying to get anything out of Microsoft that is not available on their web site, good luck. There are a billion steps to go through, and no easy way to do it. In fact, even if you do get through, the answer is usually not the one that fixes the problem. Such is the empire of Darth Gates.
Microsoft didn’t make much of an effort to fight against Apple’s Get a Mac campaign when it launched 2006. Finally in 2008, Microsoft announced a $300 million ad campaign to fire back.
The company’s first few bullets shot at Apple appeared ineffective, beginning with some quirky commercials starring Jerry Seinfeld and Bill Gates, followed by a friendly campaign called “I’m a PC.” Microsoft’s latest Laptop Hunter commercials are the fiercest yet, delivering sarcastic lines such as “I guess I’m not cool enough to be a Mac user” that appear to be echoing in the chambers of consumers’ brains.
Not sure yet if they are working but this may be their best attempt…aside from the “I’m not cool enough” comment which I would take offense with if I was in the 18 to 24 demographic. Let’s see if it puts a dent in Mac’s image.