Has Microsoft finally figured out how to advertise successfully?
Ever since the Mac “Switcher” ads have come out, Microsoft has been struggling with how to respond. Their first instinct was to just ignore them. This was probably not the best response, and it went on for a long time. I’m guessing that they believed that Apple held such a small percentage of the market that these ads would make little or no difference. As time went on, they ended up looking like the computer worlds nerdy cousin.
Microsoft then tried to break this un-cool image by doing one of the most un-cool things they could think of, creating ads that featured Jerry Seinfeld and Bill Gates. These ads made no sense and ended up making Microsoft look out of touch with reality. I think the biggest mistake Microsoft made, was telling the world how much they paid to make them. Apple ironically pointed this out in their own expensive ad.
The next set of ads, in my option, finally got it right. Shortly after Seinfeld they moved onto “I’m a PC” which featured real people proudly claiming that they are PC users. Even though the ads took some criticism, they we very successful changing the image of the PC. This help set up the next wave of ads.
Microsoft’s latest ad campaign, which features people shopping for computers, finally hit Apple where it hurt. These ads specifically target Apple and the infamous “Apple Tax”. One ad has a potential customer proclaiming “’I'm Just Not Cool Enough to Be a Mac Person”. This really hit Apple below the belt as they already are struggling with a snobbish persona.
Recently Microsoft has branched out into several viral ads. These ads have had mixed results. The most successful ad was “pulled” by Microsoft, because it was deemed as offensive. The ad featured a wife that started vomiting when she saw her husband’s browser history. (The ad is for the in-private browsing feature of IE 8). These types of ads have finally changed MS advertising image. They have shown that the Software giant is not going to just sit there and take it.
Now I leave you with this little gem from Microsoft Germany. The ad is in Germen, but shows just how far Microsoft is willing to go to be one of the cool kids…
http://www.youtube.com/watch?v=lkwh4ZaxHIA
Tags: Microsoft
August 18th, 2009 at 7:55 pm
Greg, great topic. it reminds me of an article I read awhile back on Alex Bogusky and if he can ’save’ Microsoft. He is their recent marketing genius you mention. follow the link for more information on Alex and his challenges:
http://www.fastcompany.com/magazine/126/believe-it-or-not-hes-a-pc.html?page=0%2C5