Linked by Thom Holwerda on Thu 22nd Oct 2009 21:53 UTC
Windows I never thought it was possible, but as it turns out, Microsoft has managed to produce some pretty good commercials for its brand new operating system, Windows 7. They are quite product-oriented, and carry the slogan "I'm a PC and Windows 7 was my idea".
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RE: "I'm a PC"
by telns on Fri 23rd Oct 2009 18:21 UTC in reply to ""I'm a PC""
telns
Member since:
2009-06-18

"I'm a PC" is obviously a response to the "I'm a Mac and I'm a PC" concept from Apple's advertising that has become a part of pop culture... Using that concept that way makes Microsoft look like they are copying Apple without really "getting it".


I think MS gets it, and in the campaign is subtly but purposefully rejecting it.

The kid in the "I'm a Mac" looks like he's single, watches B&W foreign films, drinks fair trade coffee, and that his entire life is comprehended by understanding those few things. In a word, he is cool, and like very few actual people. The PC guy looks like an accountant who's been working the same job for 20y, and goes home every night thinking of how someday he'll really tell his boss what he thinks. He looks like more people than the Mac guy, but still a few sigmas away from the mean.

Now look at the people in the MS adds. A mechanic, a guy and his wife, a guy _working_ while in a coffee shop, a guy at home with his kids relaxing.

I think MS knows exactly what they are doing when they show "real people" with the "I'm a PC" tag line. Everyone does know the Apple ads, and everybody knows they are over-the-top, which is perfectly fine in advertising. However, if taken a just a bit too far, the "choose your identity" angle -- the implicit point of the Apple add is: Who do you want to be? the old nerd or the cool kid? -- you open yourself up to this kind of thing. It has an element of conversion. Stop being the old guy, join us and be cool...

MS is basically answering, "Which one?" with, "Neither," and saying that people that use Windows have jobs (manual and white collar), families, and leisure time. Everyone of those is represented in these adds. In short, they are the normal people that make up 80-90% of the market, and that MS wants to offer them something they can use as they are, not as the first step of a transformation.

Edited 2009-10-23 18:27 UTC

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