Comments on: On second thought, Microsoft's 'I'm a PC' ads are still unbelievably lame

Now that we've had a few months to digest this, I think the verdict is clear: This is something straight out the "Stepford Wives"

[dennisl59]

"I'm a PC"...No, you're a human being that made the choice to buy a product that was in your budget. If you make the wrong choice that is called "buyers remorse". I suggest Microsoft just stop the ads and ask for their money back from the ad agency(and fire all the knuckleheads that thought these were some how adding any value to whatever brandname Microsoft has left). Thank You.

[sythara]

I am yet to see an Apple commercial that talks about its functionality and explains what the hell all those i-whatevers mean. They can list off names all they want, but compare functionality between two platforms. Compare the software against each other. Compare prices for two computers that have same functionality (not just specs). And don't tell me that you can load bootcamp and use windows anyway, if I wanted a windows based machine I would have bought it in the first place.

This is just like political commercials, just less "black and white" shots to represent negativity.

[incendy]

I think the comercials are very well done. The goal of the campaign was to humanize microsoft and get rid of the stereotypes about PC being only for business and I think the comercials do that well. The whole premise of the Mac VS PC is a lie as they are both PC's now but most users are not smart enough to get that so they buy in. All the comercials from Apple in reality are lies, there hasn't been one that was actually true yet but who would know as the media outlets are so anti MS they never take the time to point this out.

You yourself pass on these lies as well and in your last article tried to give people a bad perception of Microsoft through lies about MS integrating things third parties should have a chance to compete in. Not sure why the media is so against MS or maybe this field is really just that out of touch and desperate for attention that the only way to get hits is to create more lies.

Personally I don't care either way as I will develop for whatever platform will make me money but I do find it funny how many lies and misconceptions are being provided by the media and eaten up by uneducated consumers. Just goes to show you big the technology divide really is

[ppgreat]

Seth Godin encapsulates a lot of what is being talked about here very nicely in a few statements:

You can?t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.

Advertising is just a symptom, a tactic. Marketing is about far more than that.

Marketing begins before the product is created.

Marketing that works is marketing that people choose to notice.

Low price is a great way to sell a commodity. That?s not marketing, though, that?s efficiency.

Marketing is not an emergency. It?s a planned, thoughtful exercise that started a long time ago and doesn?t end until you?re done.

Conversations among the members of your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.

Products that are remarkable get talked about.

[bj1126]

What bothers me most is the point you quoted from John Gruber. The problem is allowing Apple to define you but then trying to make that ok by some sort of group identification, especially when it is such a generic term. The Gates and Seinfeld spots had more potential if they had just pushed them to having an ultimate point rather than too mega rich guys trying to be "normal".

[sting7k]

MS should have worked and done something with specific computer brands. Or gone to HP and worked directly with them. Their commercials seem to have more impact than Microsoft's and they are highlighting many features you can do on an HP computer now with Windows.

However, Microsoft isn't a computer brand. They sell an OS and software. The message of the ads is that with Windows you can do what ever you want; doesn't matter if your a network engineer, wildlife researcher, wreslter, some dude on the street, rapper, actor, student, lawyer, docter, etc. Apple painted them as being used only by nerdy guys in suits sitting behind a desk, that's what they are countering, not the Microsoft Brand because there isn't a Microsoft brand computer.

[SimpleDesign]

"If the idea was to counter the impression fostered by Apple's series of lacerating Mac ads, Microsoft should rethink its original assumption."

In my view, this assumption misses the mark. Given the PR beating Microsoft has taken over the last 10 years, I think this campaign is the only possible direction left to go, and a reasonable move on the part of Microsoft. The purpose isn't so much to counter the idea that only Macs are hip and cool, but to consolidate the PC base. I think the plain folks approach works here; the message is not that PCs are just as cool as Macs, but that "it's ok to be a dork." The parade of goofs is precisely the idea. The "who's cooler" argument is a losing battle, so the only defensible position Microsoft can take is to lean into their un-coolness. Embrace it. Own it. I think they successfully do that. They're painting themselves into the camp of the "everyman," which has always been their strength.

There are two important questions to ask about this campaign:

1. Does the ad make you feel good about owning a PC?
Well, if you're part of the worldwide PC club, then probably so. It gives you permission to come out of the closet as one of the plain-clothed un-cool and proudly call yourself a PC owner. In this sense, I think it achieves the objective of consolidating the base market.

2. Does the ad make you want to buy a PC?
Not a chance. But then again, I drank the Mac cool-aid years ago.
I'm a Mac, and I'm cooler and more arrogant than you.

[Zoobie]

Whether you like the ads or not, by two critical measures they are successful: people are talking about them and they know the ads are for Windows. In the world of advertising, you need two things in an ad: it needs to be memorable, which these apparently are since people all over the internet talk about them (there is no condition on whether the discussion is positive or negative), and people need to remember what the ad was for (how many times have you said to yourself, "oh, that funny ad is on again--what was it for, again?).

[Falling-Inferno]

Sweet about someone got it that all the Mac Vs PC Ads suck. I am a Windows user unfortunatly. I prefer Linux but due to my craving of games and *near* Simplicity of things I use Windows I am pretty muched *forced* to use it due to Microsoft's Monopoly. I do not contribute to Microsofts product I contribute to Linux's Products and I Open-Source were ever possible. Meaning WinRar? Ha! 7zip, Microsoft Word? HA! OpenOffice, IE 7? You must be joking even my computer iliterrate mother knows that FireFox is better? HotMail? Hmm...No Thanks G-Mail is Huge and more helpfull. Oh....Email Nah I got Monzilla Thunderbird. Scheduled Tasks? Nah I'm good I got Sunbird

Why So Serious Microsoft? Too Much of your money going down the tube? Can't get cash when everyone is strapped for them this Economic Layback may choke your company to death. Amazing Right? Not really you don't make a good product you just got all the products MADE for your product if everything that was made for Winblows Was made for Mac or Linux HELL they would of beaten you by now.

Even I would choose a iPod over your Zune

Hmm Xbox 360? Nah I bought a PS3 It may of been more but I know their stuff is better they have been in the console race far longer that you have my friend and your new AV? Hmm Dead Project before it even started. AVG offers more protection and it is also free as well as I use NOD32 Yeah better.

Got to love Better. Anyone who is smart would be getting better products. I teach All ages how to use the computer and protect it. Guess what I don't reccomend Microsoft for anything. I even have show any tell and they reccomend Product I test them there usually better than yours.

Guess what Microsoft Get out of the market why you still have *some* Respect.

[thelemurking]

You should take off your fanboy pants, take your ADHD meds before posting... So basically you HATE anything and everything about Microsoft except that you can play games?

Using your logic, you should have bought a Wii... Nintendo has been in the console race A LOT longer than Sony.

I love how you can claim a project dead a year before it is to be released. Care to give me next week's lottery numbers while you are making these fantastic predictions?

[irondog1970]

Here's another angle?

Coke doesn't compare itself to Pepsi. Bud doesn't compare itself to Miller. McDonald's doesn't compare itself to Subway, Hardees, or Burger King.

When you're #1, nothing shows an inferiority complex than trying to play off a #2 brand. Microsoft has spent the last several years quietly taking the hits from Apple. Now (now?) they decide it's time to strike back? Why now? Desperation? The frustration that business aren't adopting Vista? Most home users (like my parents) probably accept whatever OS comes on their system. My folks have a machine that has Windows XP Home & Windows Vista Home because that is what came on their system.

The bad press about Vista is more from businesses who deem XP to be good enough & won't pay to update to Vista until they absolutely have to (like my company).

I'm an Apple fan. I have a Mac at home, and yeah, my cell phone is an iPhone. At work, I use an HP box running XP Professional. They are functionally equivalent (although I'd love to have Spotlight at work).

What makes the "I'm a PC" ad campaign uncool is the fact that Microsoft is the dominate OS out there. Learn from Coke & Budweiser. Remember how desperate Bud looked when it tried to mock the Miller for President ads? Microsoft looks just as pathetic.

4Q 2009 - 1Q 2010. Bill Gates returns as CEO...

[ddmcd]

Bring back Gates & Seinfeld!

[Perry_Clease]

It is not a MicroSoft ad, but it does mention Vista; Have you seen the Dell ad where they are singing Christmas carols at work?

[gogmaerik]

I've got an idea for the perfect pc ad:
*mac guy and pc guy*-
mac -"I'm a mac."
pc - "I'm a pc."
*third guy walks in*
tg - "Hey guess what? You're both f*&king tools...in more ways than one....especially you, Justin Long"
mac - "but i'm a unique and beautiful snowflake."
tg - "No! You're a tool, and when you get out of art school and into the real world you may realize it. You probably won't though cause you'll be left at home while the grown-ups go do work on their pc!"
pc - "HA!"
tg - "You **** too! Neither of you are a lifestyle, you're just a means to get things done!"
*mac and pc guy look down and sullen. in walks linux guy.*
linux - "I'm a linux."
tg - *walks over kicks linux guy in the balls and walks out while flicking everyone off.*

microsoft/crispin porter - please feel free to use this idea in your campaign.

[btljooz]

"Without walls", who *needs* Windows?

[emmanuelhuna]

I completely disagree with author - of course, it's only your opinion that the Microsoft ads are bad, but you're wrong. :-)

Regardless, at least the ads have given power to the million of Windows users who have kept quiet through the hundreds of anti-Windows and anti-PC articles and ads we've seen from Apple and its fan boys. Ok, I'll also mention the anti-Windows hate from the Linux folks and their two fan boys.

A couple more points:

1) Macs are way more expensive? You can get a $500 Dell with 3 GBs of RAM, a good CPU and graphics card that runs Windows well - you need to put in at least $1000 on a Mac and you get less speed and memory. Rich morons and journalists who don't care about money never mention this.

2) Depending on where you look Mac has between 5%-7% of market share in the U.S. (the number is smaller in the World). The Penguin fanatics (Linux) account for less than 1%, so they don't event count. This means that over 90% of the computers are running Windows - CNET why are you insulting so many people with your staff of anti-Windows writers?

Enough said - "I'm a PC" and now millions like me are not afraid to speak out.

Emmanuel Huna - www.ehuna.org

[7aji88]

If you are reading this, go get a life! Did you seriously read all the comments above?!
Just another day on the web Apple vs Microsoft.
I think the Apple campaign worked pretty well. I've heard many people talking about how Windows sucks and Macs are much better. These people hardly used a Mac before, but they watched Apple's ads.

[The_happy_switcher]

I only needed a 'first' thought to figure out they were lame.

[fdunn3]

Charles, it's all relative to the snotty kid saying "I'm a Mac" see how cool I am compared with the older guy in the suit that acts stupid compared to me.

So just to clear the air, I will buy you a brand new Ice Pick and you just give me an address to send it to but only if you promise to follow through.

Fred Dunn

[spyglasscirce]

you dont get it...

YOU ARE TALKING ABOUT THIS CAMPAIGN...THEREFORE...IT IS A SUCCESS...